媒介融合时代,受众接收信息的介质、时间、空间等都发生了巨大变革,传媒消费的碎片化、场景化特征更趋明显,传统的受众评价体系难以为继,市场更加呼唤公正、权威、透明,并以大数据为基础的第三方统计机构,受众评价体系亟待重构。 In the era of media convergence, great changes have taken place in the medium, time and space for receiving information from the audience. The fragmentation and the scene-oriented characteristics of the media consumption have become more obvious. The traditional audience evaluation system is unsustainable and the market calls for fairness, authority and transparency , And based on big data, third-party statistical agencies, the audience rating system needs to be rebuilt.