Abstract
The history of TV ratings and developments in audience measurement has been well documented in Australia, but little attention has been paid to TV networks’ use of ratings in their decision-making processes. This paper examines changes to the structure of the TV ratings industry since 2000, when ATR/OzTAM replaced ACNielsen as the official provider. It also examines the changing functions of audience research by Australian television broadcasters, highlighting three trends. Increased efficiency in ratings provision has made commercial broadcasters more reactive and conservative in programming decisions. At the same time, however, the increasing sophistication of ratings data enables broadcasters to strategically reposition themselves in response to the changing media environment. Market fragmentation has seen increasing importance placed on commissioned and in-house research in a shift away from mass audience capture to establishing and maintaining an audience bond.
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