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Audience Research, Product Testing, and Web Analytics

Code: 42434 ECTS Credits: 12
Degree Type Year Semester
4313256 Audiovisual Communication and Advertising Contents OT 0 A


Ňscar Coromina Rodríguez

Teaching groups languages

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Emilio Prado Pico
Adrian Padilla Molina



Objectives and Contextualisation

This module deepens the knowledge of the techniques of audience studies, product testing, web analytics and content analysis of digital platforms.


  • Apply validated models of content analysis, policy evaluation, audience response surveys and analysis of audiovisual and advertising sector industries.
  • Choose, design and apply methodological strategies for scientific research in audiovisual communication and product development.
  • Communicate and justify conclusions clearly and unambiguously to both specialist and non-specialist audiences.
  • Continue the learning process, to a large extent autonomously.
  • Critically analyse the theories and analysis models of audiovisual and advertising communication.
  • Demonstrate an attitude awake, innovative and analytical in relation to the research questions
  • Develop the ability to assess sex and gender inequalities in order to design solutions.
  • Lead interdisciplinary teams in varying environments.
  • Seek out information in the scientific and technological context and learn practical ICT skills.
  • Solve problems in new or little-known situations within broader (or multidisciplinary) contexts related to the field of study.
  • Take decisions and accept responsibility for their consequences.

Learning Outcomes

  1. Apply knowledge of audiences in the design and management of audiovisual and advertising products.
  2. Apply the analysis models for audience surveys, web analytics and testing of audiovisual and advertising products.
  3. Communicate and justify conclusions clearly and unambiguously to both specialised and non-specialised audiences.
  4. Conceive and plan future strategies on the basis of the systems and techniques presented.
  5. Continue the learning process, to a large extent autonomously
  6. Critically analyse the measuring systems and techniques presented.
  7. Demonstrate an attitude awake, innovative and analytical in relation to the research questions
  8. Identify and compare testing techniques for audiovisual and advertising products.
  9. Identify web analytics systems.
  10. Know how to compile, systematise, conserve and disseminate information on women, works written by women, documents referring to equality policies and laws and those generated by research in gender studies, assessing the gender biases that may be included in existing search engines and descriptors.
  11. Know how to identify the role of information and communication technologies in the transmission of gender stereotypes and apply measures to avoid their reproduction.
  12. Lead interdisciplinary teams in varying environments.
  13. Recognise the different systems for measuring the audience of audiovisual and advertising products.
  14. Seek out information in the scientific and technological context and learn practical ICT skills.
  15. Solve problems in new or little-known situations within broader (or multidisciplinary) contexts related to the field of study.
  16. Take decisions and accept responsibility for their consequences.


The module goes through different methods and systems to analyze and study the audience of audiovisual content in different media and platforms, test and evaluate audiovisual and advertising content, follow and analyze user traffic on a website and also computational methods to analyze content from different platforms.

  1.      Audience Studies 3 ECTS
  2.      Audiovisual and advertising content testing 3 ECTS
  3.      Web Analytics 3 ECTS
  4.      Content analysis on platforms 3 ECTS


This module (12 ECTS credits) attaches a total of 300 hours of work for the students distributed in the following way: 75 hours of directed work, 75 hours of supervised work and 150 hours of autonomous work. The teaching methodologies include master classes, seminars, readings of bibliographical material, personal study, tutorships, fulfilment and oral presentation of papers.

The health situation could force us to transform face-to-face sessions into online sessions.

Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.


Title Hours ECTS Learning Outcomes
Type: Directed      
Hands On Projects 10 0.4 14, 7, 16, 15, 3, 5, 12
Lectures 65 2.6 6, 1, 2, 4, 9, 8
Type: Supervised      
Tutorships and project monitoring 75 3 14, 7, 16, 15, 12
Type: Autonomous      
Text readings, preparing of presentations, development of the module's paper 150 6 6, 1, 2, 14, 7, 4, 9, 8, 16, 5, 12


The evaluation system takes into account the fulfilment of a Module’s paper (70%), the oral presentation of this paper (20%) and the assistance and active participation of the students in the classes (10%).

The paper will be assessed by the teachers of the module as of its oral presentation. The theme of the paper is linked to the “hands on sessions” designed during the course of the topic/issue/chapter 4.

This subject doesn't provide for the single assessment system.

Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Assistance and participation 10 0 0 6, 7, 4, 3
Module's paper 70 0 0 6, 1, 2, 14, 7, 13, 4, 9, 8, 16, 15, 3, 5, 11, 10, 12
Oral presentation of the Module's paper 20 0 0 7, 16, 3, 12



Bolin, Göran. (2012). The Labour of Media Use. The Two Active Audiences. Information, Communication & Society, 15 (6), 796-814.   

Callejo, Javier (2001). Investigar las audiencias. Paidós.

Coromina, Òscar; Delgado, Matilde; Prado, Emili & Garcia Núria (2020). Estrategias de activación de la audiencia social en Twitter de los programas más populares de la televisión generalista en Europa. Estudios sobre el mensaje periodístico, 26(2), 473-482.

Coromina Òscar; Prado, Emili & Padilla, Adrià (2018). The grammatization of emotions on Facebook in the elections to the Parliament of Catalonia 2017. Profesional de la Información, 27(5), 1004-1012.

Das, Ranjana (2017). Audiences: a decade of transformations - reflections from the CEDAR network on emerging directions in audience analysis. Media, Culture & Society, 39 (8), 1257-1267.

Eyssautier de la Mora, Maurice (2006). Investigación de mercados, enfoques, sistemas, información, procesos y proyectos. Trillas.

Hackley, Chris (2003). Doing research projects in marketing, management and consumer research. Routledge.

Huertas, Amparo (2002). La audiencia investigada. Gedisa.

Jones, Steve (1999). Doing Internet Research: Critical Issues and Methods for Examining the Net. Sage.

Kaushik, Avnash (2010). Web analytics 2.0. Sybexm.

Moisander, Johanna (2006). Qualitative marketing research: a cultural approach.  Sage.

Prado, Emili, & Delgado, Matilde (2021). La participación en comunicación audiovisual: entre la apropiación popular de la tecnología y la ley del mercado. In J. Marzal-Felici, C. López-Olano & M. Soler-Campillo (Eds.), Participación ciudadana y medios de comunicación públicos 1. Conceptos y teorías (pp. 100-124). Tirant Lo Blanch.

Quintas Froufe, Natalia & González Neira, Ana (coord.) (2015). La participación de la audiencia en la televisión: de la audiencia activa a la social. AIMC.

Qing, Shenglan & Prado, Emili (2020). Advertisements and Engagement Strategies on a Cross-media Television Event: A Case Study of Tmall Gala. Observatorio (OBS*) Journal, 14(2), 137-157  

Rieder, Bernhard; Coromina, Òscar i Matamoros-Fernández, Ariadna (2020). Mapping YouTube: A quantitative exploration of a platformed media system. First Monday, 25(8).

Rieder, B., Borra, E., Coromina, Ò., & Matamoros-Fernández, A. (2023). Making a Living in the Creator Economy: A Large-Scale Study of Linking on YouTube. Social Media + Society, 9(2).

Rogers, R. (2019). Doing digital methods. Sage.

Scolari, Carlos (2008). Hipermediaciones. Elementos para una Teoría de la Comunicación Digital Interactiva. Gedisa.

Walden, Justin (2012). Global Advertising, Attitudes and Audiences. New Media & Society. 14 (5), 886-888. 

Webster, James G. & Ksiazek, Thomas B. (2012). The Dynamics of Audience Fragmentation: Public Attention in an Age of Digital Media. Journal of Communication62 (1), 39-56.



Text Edition (Word o similar)

Presentations (Powerpoint o similar)

Spreadsheets (Excel o similar)

Digital analytics (Google Analytics, DMI-TCAT, Youtube Darta Tools o similars)

Data Visualisation (Tableau o similar)