Futures of Entertainment 2: "Metrics and Measurement"

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Panelists: Bruce Leichtman, Leichtman Research Group; Stacey Lynn Schulman, Turner Broadcasting; Maury Giles, GSD&M Idea City As media companies have come to recognize the value of participatory audiences, they have searched for matrixes by which to measure engagement with their properties. A model based on impressions is giving way to new models which seek to account for the range of different ways consumers engage with entertainment content. But nobody is quite clear how you can "count" engaged consumers or how you can account for various forms and qualities of engagement. Over the past several years, a range of different companies have proposed alternative systems for measuring engagement. What are the strengths and limits of these competing models? What aspects of audience activity do they account for? What value do they place on different forms of engagement?