社群媒體大數據與電視收視率質量測量之相關性研究

A Study of Correlation between TV Ratings and Social Media

10.6338/JDA.201504_10(2).0004

程美華(Mei-Hau Cheng)；吳宜蓁(Yi-Chen Wu)；陳銘芷(Ming-Chih Chen)；謝邦彥(Beng-Yen Hsieh)；陳俊傑(Chun-Chieh Chen)

社群媒體 ； 大數據 ； 電視收視率 ； 臉書 ； social media ； TV Raring ； Facebook

Journal of Data Analysis

10卷2期（2015 / 04 / 01）

55 - 81

繁體中文

最近，台灣地區現場直播益智娛樂節目《女王的密室》受到注目。該節目結合APP作為互動工具，節目播出時於APP同步回答問題，此為全球第一例結合APP互動的質播益智娛樂節目。本研究以該節目為研究對象，探討社群數據（包括臉書粉絲頁和APP相關數據）對於電視收視率的影響。本研究發現，節目播出當日的APP登入帳號數量、臉書粉絲評論（comments）、粉絲貼文數以及臉書粉絲團相關貼文的情感係數（sentiment analysis）與收視率TVR具有顯著性的正相關，同時依此建立初步的逐步迴歸預測模型。本研究將進一步探索社群數據對於不同類型節目收視率的相互關係，建立節目收視率之參考模式。

This study demonstrates the use of social media analytics in the context of network television program Mission of the Queen which is the first reality-game show with APP in the world. This study extracted the number of Facebook likes, comments, shares, posts, accounts of APP, login whilst show airing and text of posts. Subsequently, this study applied Pearson product-moment correlation coefficient, stepwise regression method and determined that key social media measures positively affect TV ratings. In essence TV shows with higher number of FB comments and login of APP are likely to associate with higher performance ratings. This study applied text mining technique and sentiment analysis. The result suggests the positive correlation with TV ratings.

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