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Do big data support TV viewing rate forecasting? A case study of a Korean TV drama

This study focuses on big data, including data from social networking sites (SNS), and data that can complement prior researches on TV viewing rate prediction. The paper analyzes the variables, which influence the average minute rating (AMR) and share rating (SHR) through regression analysis after g...

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Main Authors: Ahn, Jong Chang, Ma, Kyungran, Ook, Lee, Suaini Sura
Format: Article
Language:English
Published: Springer US 2017
Online Access:https://eprints.ums.edu.my/id/eprint/19388/1/Do%20big%20data%20support%20TV%20viewing%20rate%20forecasting.pdf
https://eprints.ums.edu.my/id/eprint/19388/
http://doi.org/10.1007/s10796-016-9659-5
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spelling my.ums.eprints.193882018-03-14T01:05:13Z https://eprints.ums.edu.my/id/eprint/19388/ Do big data support TV viewing rate forecasting? A case study of a Korean TV drama Ahn, Jong Chang Ma, Kyungran Ook, Lee Suaini Sura This study focuses on big data, including data from social networking sites (SNS), and data that can complement prior researches on TV viewing rate prediction. The paper analyzes the variables, which influence the average minute rating (AMR) and share rating (SHR) through regression analysis after gathering buzz data on a 20-episode drama series in Korea. The R-square value of regression analysis results shows that the consumer-generated media (CGM) variable including SNS items explained 64 % of both AMR and SHR. However, the Media variable is not statistically significant. For SNS items, the Korean SNS me2DAY and DaumYozm are statistically significant for AMR and SHR, but Twitter is not significant. This study contributes to practitioners’ ability to alleviate the hurdles of broadcasting production communities on the difficulty of predicting viewing rate in advance. Thus, it is possible to determine whether to invest production cost persistently or to adjust the broadcasting volume based on viewers’ response. Springer US 2017-04 Article PeerReviewed text en https://eprints.ums.edu.my/id/eprint/19388/1/Do%20big%20data%20support%20TV%20viewing%20rate%20forecasting.pdf Ahn, Jong Chang and Ma, Kyungran and Ook, Lee and Suaini Sura (2017) Do big data support TV viewing rate forecasting? A case study of a Korean TV drama. Information Systems Frontiers, 19 (2). pp. 411-420. ISSN 1572-9419 http://doi.org/10.1007/s10796-016-9659-5
institution Universiti Malaysia Sabah
building UMS Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sabah
content_source UMS Institutional Repository
url_provider http://eprints.ums.edu.my/
language English
description This study focuses on big data, including data from social networking sites (SNS), and data that can complement prior researches on TV viewing rate prediction. The paper analyzes the variables, which influence the average minute rating (AMR) and share rating (SHR) through regression analysis after gathering buzz data on a 20-episode drama series in Korea. The R-square value of regression analysis results shows that the consumer-generated media (CGM) variable including SNS items explained 64 % of both AMR and SHR. However, the Media variable is not statistically significant. For SNS items, the Korean SNS me2DAY and DaumYozm are statistically significant for AMR and SHR, but Twitter is not significant. This study contributes to practitioners’ ability to alleviate the hurdles of broadcasting production communities on the difficulty of predicting viewing rate in advance. Thus, it is possible to determine whether to invest production cost persistently or to adjust the broadcasting volume based on viewers’ response.
format Article
author Ahn, Jong Chang
Ma, Kyungran
Ook, Lee
Suaini Sura
spellingShingle Ahn, Jong Chang
Ma, Kyungran
Ook, Lee
Suaini Sura
Do big data support TV viewing rate forecasting? A case study of a Korean TV drama
author_facet Ahn, Jong Chang
Ma, Kyungran
Ook, Lee
Suaini Sura
author_sort Ahn, Jong Chang
title Do big data support TV viewing rate forecasting? A case study of a Korean TV drama
title_short Do big data support TV viewing rate forecasting? A case study of a Korean TV drama
title_full Do big data support TV viewing rate forecasting? A case study of a Korean TV drama
title_fullStr Do big data support TV viewing rate forecasting? A case study of a Korean TV drama
title_full_unstemmed Do big data support TV viewing rate forecasting? A case study of a Korean TV drama
title_sort do big data support tv viewing rate forecasting? a case study of a korean tv drama
publisher Springer US
publishDate 2017
url https://eprints.ums.edu.my/id/eprint/19388/1/Do%20big%20data%20support%20TV%20viewing%20rate%20forecasting.pdf
https://eprints.ums.edu.my/id/eprint/19388/
http://doi.org/10.1007/s10796-016-9659-5
_version_ 1760229574237487104
score 13.211869

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