We have shared the intermediate results of the BEHA research project led by the Basque Media Observatory and the Euroregion, together with the participants of the first phase, in the working session held at the Martín Ugalde Cultural Park.
In autumn 2021, the BEHA research line was launched at the Basque Media Observatory. The road undertaken with the support of the Euroregion aims to carry out a cross-border exercise of knowledge of the Basque audience; in particular, to update the digital measurement of the communication space in Basque: evaluation of the system, update and shared reflection.
In this working session we have met the eight media that are part of the project — Berria, Hamaika, Kanaldude, Euskalerria irratia, Elhuyar, Gaztezulo, Anboto and Alea — the Basque Media Observatory and the Euroregion to discuss what we have done over the past few months and the next few steps. The work done with each of the media has involved a great round and all the participants already have in place the audience measurement system GA4. This is good news, as Google recently announced that it will cancel the current measurement system so far from summer 2023.
We organized a Summer Course to work on the unified audience system.
The full results of this line of research, as well as the conclusions of the collective reflection that we will have in the coming months, will be presented in September in the Summer Course that we are organizing with the University of the Basque Country. Under the title of “The digital audience of the Basque media: the era of consensual metrics”, starting from the scope of Basque digital audiences, we will conduct a first comprehensive joint reflection between academia, the media sector and public administrations to start taking steps towards the era of concerted metrics.