<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2020000100124</article-id>
<article-id pub-id-type="doi">10.32870/cys.v2020.7284</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La medición de la audiencia televisiva: desafíos ante las nuevas plataformas de video]]></article-title>
<article-title xml:lang="en"><![CDATA[Television audience measurement: the challenge posed by video streaming platforms]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[González-Neira]]></surname>
<given-names><![CDATA[Ana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Quintas-Froufe]]></surname>
<given-names><![CDATA[Natalia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gallardo-Camacho]]></surname>
<given-names><![CDATA[Jorge]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade da Coruña  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade da Coruña  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Camilo José Cela  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2020</year>
</pub-date>
<volume>17</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2020000100124&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2020000100124&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2020000100124&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Tras estudiar los sistemas de medición de la audiencia televisiva en diferentes países, se reflexiona sobre los desafíos de la audimetría en el escenario mediático actual ante la llegada de nuevos competidores como las OTT. Los resultados demuestran que se está haciendo un esfuerzo por adaptarse a esos cambios, pero la audimetría aún no refleja el consumo real al dejar al margen a nuevos e importantes actores como Netflix.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This article analyses the different television audience measurement (TAM) systems used in European countries and reflects on the challenges posed by the arrival of new competitors, such as over-the-top (OTT) service providers, in the current media landscape. The results show that although TAM companies are trying to adapt to these changes, their systems and methods still ignore important new players like Netflix and are yet to reflect the audiovisual content consumption habits of today&#8217;s audiences.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Audiencia]]></kwd>
<kwd lng="es"><![CDATA[audimetría]]></kwd>
<kwd lng="es"><![CDATA[televisión]]></kwd>
<kwd lng="es"><![CDATA[plataformas de streaming de video]]></kwd>
<kwd lng="es"><![CDATA[OTT]]></kwd>
<kwd lng="en"><![CDATA[Audience]]></kwd>
<kwd lng="en"><![CDATA[audience measurement]]></kwd>
<kwd lng="en"><![CDATA[OTT]]></kwd>
<kwd lng="en"><![CDATA[television]]></kwd>
<kwd lng="en"><![CDATA[video streaming platforms]]></kwd>
</kwd-group>
</article-meta>
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