Practical application of artificial intelligence in TV market and TV audience research. IT and digital marketing

Essay from the year 2020 in the subject Business economics - Market research, grade: 60, , course: Business management, language: English, abstract: This paper is about the practical application of artificial intelligence in TV market and TV audience research. Digital transformation has a colossal impact on the media industry, the World Wide Web is rapidly changing the media landscape and introducing new game rules. Traditional media are losing their audience, their weight in the eyes of customers and consequently, the advertising revenues. Media companies other than from the internet sector need to counteract and adapt, especially, as far as the audience measurement is concerned. This project reviews the necessary changes in audience management that are supported by Artificial Intelligence technology. Specific solutions offered in the Russian media market have served as an example for possible development directions. It was concluded that new products such as multi-source evaluation, the transition from a limited sample to the whole universe measurement are required to be put into effect in order to deliver holistic and consumer-focused data by research companies. This tremendous change in the mindset of the researchers will enable usage of a single metric like the Reach across all media by advertising managers. Moreover, the dynamic pricing at TV advertising will become possible too. Given the magnitude of the data to be processed only AI is capable of offering economically reasonable industrial solutions.