La quantificazione dell'audience televisiva

This chapter examines Auditel's role as Italy's television audience measurement authority, outlining its organizational structure, methodology, and technological evolution. As a Joint Industry Committee (JIC), Auditel balances the interests of broadcasters, advertisers, and media agencies to provide a unified currency for evaluating both editorial and advertising returns. The system combines two approaches: a probabilistic sample (SuperPanel) of 16,100 households using people meters and set meters, and a census-based digital measurement system employing SDK technology and focal meters. Key peformance metrics - including Average Minute Rating, share, and reach - are explained, along with recent innovations such as the Total Audience measurement that integrates traditional TV viewing with digital device consumption. The chapter concludes by addressing future challenges, including the potential incorporation of OTT platforms like Netflix and the development of Total Campaign measurement across multiple media vehicles, reflecting the ongoing reconceptualization of television as both medium and audience in an increasingly fragmented digital landscape.