Media Research and Audience Measurement Analytics Intensive
From YouTube to Vimeo, Netflix to Seeso, and Roku to Apple TV, changes in the media landscape have made the need to understand media audiences more important than ever. Programming decisions and advertising dollars all depend on the accurate measurement and interpretation of audience behavior. This course explores how data about audience exposure and engagement are collected, analyzed, and used, preparing students for positions in media and advertising. Students work directly with data produced by Nielsen and other research companies to develop core skills in the business, science, and practice of audience measurement. Learn to recognize audience usage patterns across various platforms and understand how this data is used for content development, audience evaluations, and advertising planning and buying. Practice is emphasized over theory and current marketplace developments are closely tracked. Leading industry representatives regularly visit the class to share their experience and points of view. During the course students prepare a portfolio, appropriate for use in applying for full-time employment and internship opportunities. Course graduates have gone on to careers at NBC, Turner, Viacom, Univision, Hulu, Nielsen, and elsewhere.
You'll Walk Away with
- An understanding of Nielsen Media 101, including ratings and shares
- An understanding of the concepts of reach and frequency
- Professionals who need to understand the TV and radio rating system so that they can work effectively and efficiently with media professionals
- Brand management, marketing, and communications executives