收視率的宰制：台灣媒體代理商與電視頻道業者權力競逐之研究

Dominance of Audience Ratings: A Study on the Power Games between Media Buying Services and Commercial Television

廣告與電視兩產業每天依靠收視率維持產業運行，雙方有關收視率的衝突立場卻受到掩飾。本研究使用問卷調查與深度訪談法，以了解雙方的不同立場，發現目前處於優勢的媒體代理商以收視率為核心，發展出受爭議的媒體購買制度，再度加深了收視率對電視產業的控制。本研究主張台灣應該重新檢討收視率與媒體購買構連後所形成的相關問題，並研究建立一套合理的媒體購買機制。

Both advertising and television industries often times depend on the audience ratings which are also the source of conflict between the two media resources. Through questionnaire surveys and in-depth interviews with advertisers, media buying services and broadcast companies, the outcome revealed that agency media departments and commercial television companies had different attitudes towards ratings, wherein ratings are currently used to control the purchase of advertising by agency media departments. This study closely examined the power relationship and cooperation between media buying services and broadcast companies. The study also suggested all the elements that influenced the structure of the exchange currency should be studied in order to establish a reasonable media buying system in Taiwan.