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Please use this identifier to cite or link to this item: http://hdl.handle.net/1860/3672

Title: A study of online audience usage in conjunction with a large market, daytime, magazine show
Authors: McAndrew, Colleen M.
Keywords: Television management;Digital media;Magazine format television programs
Issue Date: Jun-2011
Abstract: With the rapid expansion of the Internet, consumers have more access to new resources offering anytime/anywhere-viewing opportunities. It is imperative for television program providers to understand their product and their consumers by analyzing the viewers’ habits, practices, and behaviors. In order to understand this relationship, this research examines how an audience is using online media provided by a large market, daytime, magazine television show. A case study was conducted with the collection of data through web analytic programs such as Omniture and organized using Excel to review the following research questions: 1. Who is the audience of the television show? 2. How is the audience using the show’s website? 3. How is online usage correlated with traditional television viewing? The results of this case study gave insight to the demographics of the audience and the most popular video topics. In reference to website usage, peak hours of website usage and inbound websites were also researched. Correlation coefficients between traditional television viewing and online usage as well as website page views and social media usage were calculated to determine the relationship between different and similar media.
URI: http://hdl.handle.net/1860/3672
Appears in Collections:Drexel Theses and Dissertations
Paul F. Harron Graduate Program in Television Management theses

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