‘Questioning audience data’. TV share vs. viewers’ aluation: a methodological proposal

Abstract

This research consists of an analysis of the Spanish television context to characterize the current distribution of the main channels’ audiences, as well as the assessment or valuation from viewers. Theory has emphasized, from classic authors like Merton or Bourdieu, that competition for mass audiences takes place leaving aside the quality criteria. In fact, some of the most shared channels obtain a low valuation from its viewers. On this basis, we propose a method that provides an index to measure the audience according to the valuation achieved (Relative Audience Index). Then, the index is used to compare Atresmedia’s results with Mediaset’s. In conclusion, Atresmedia is achieving best audience results when viewers’ valuation criteria are taken into account.