For decades, television ratings served as the absolute measure of broadcasting success. These numbers dictated advertising rates and programming decisions with unquestioned authority. However, as media consumption patterns have rapidly diversified, this singular metric has steadily lost its relevance.
In an era where commuters watch drama clips on smartphones during their morning travels, binge-watch series on OTT platforms over weekends, and capture favorite scenes to share on social media, media consumption has become both fragmented and multilayered.
The Crisis of Measurement
This transformation has precipitated what scholars call a "crisis of measurement." Traditional ratings surveys can no longer capture the totality of content's influence and reach. When a drama with a mere 3% broadcast rating tops Netflix's global rankings, or when old clips from forgotten variety shows experience viral "reverse runs" through YouTube algorithms and find new audiences among younger generations, these are no longer exceptional phenomena.
At precisely this juncture, fandom—once dismissed as a subcultural phenomenon—has emerged as a central driving force of the new media era. Fandom transcends mere passionate consumption; it represents an active "prosumer" community that reinterprets content meaning, voluntarily amplifies reach, and sometimes creates derivative works that surpass the original.
RACOI: A Practical Tool for Fandom Data Analysis
RACOI (Response Analysis on Content of the Internet) is a broadcasting content value information analysis system operated by the Korea Broadcast Advertising Corporation (KOBACO). This system collects buzz data about major broadcasting content and cast members from domestic and international websites, quantifying the hidden value of content that ratings alone cannot capture.
The core of its methodology lies in systematically measuring online reactions across two key dimensions:
- Media Buzz reflects official attention from press and broadcasters
- Viewer Buzz directly demonstrates fandom's voluntary participation and amplification activities
Particularly since 2025, enhanced comment reaction analysis has elevated RACOI's analytical depth. Beyond simple positive-negative sentiment analysis, it employs text mining technology to visualize frequently appearing keywords and their relationships in network form.
Strategic Applications: Three Key Use Cases
Use Case #1: Converting Fandom Interest into Business Opportunities
A mid-sized cosmetics brand detected through RACOI data an unusual surge in online mentions of its lipstick product following a romance drama's broadcast. Sentiment analysis revealed high positive reactions with keywords like "life-changing lipstick" and "perfect match for female lead."
Based on this data, the brand executed targeted advertising timed with drama broadcasts and launched a "Female Lead Limited Edition." The product sold out rapidly, demonstrating that fandom interest transcends mere buzz, deeply immersing in brand narrative and forming powerful purchase motivation.
Use Case #2: Proactive Crisis Management
When a popular variety program faced serious public opinion crisis due to a cast member's inappropriate remarks, RACOI data visually showed negative comments centering on keywords like "disappointment" and "demand removal" increasing exponentially.
Associated word network analysis revealed the controversy's core connected to viewers' accumulated dissatisfaction with the program's fairness. Based on this data, producers swiftly issued an apology precisely addressing the controversy's core and decided on the cast member's departure, minimizing long-term image damage.
Use Case #3: Capturing Global Market Opportunities
One romance drama's domestic online mentions remained around 50,000 per week, but RACOI's overseas reaction data showed explosive growth exceeding 150,000. Particularly in Southeast Asian social media, concentrated interest appeared in the lead actor's fashion and OST.
Based on this data, producers and related companies strategically launched OST albums and fashion products specialized for that region, achieving significant commercial success. This demonstrates that K-content can discover potentially valuable overseas markets through data and deploy customized strategies.
The Future of Brand Strategy
The era of ratings has waned; the era of participation and amplification has arrived. In this new media landscape, fandom represents the most dynamic and creative actors, and data capturing their voices provides the most sophisticated compass for future brand strategy.
RACOI visualizes traces of participation encompassing both positive and negative, and paths of amplification crossing domestic and overseas boundaries, providing us with new language for understanding the complex, multilayered phenomenon called fandom.
The moment we look directly into fandom voices through RACOI, we can finally become future brand strategists. Brand managers, marketers, and content creators must now begin serious consideration of how to utilize this new resource.
About the Author: Professor Yoo Seung-chul (유승철) researches and teaches advertising/PR and digital marketing at Ewha Womans University. He has published numerous books including "Artificial Intelligence and Dark Marketing" and serves as editor-in-chief of the Korea Advertisers Association newsletter.
Original Source: This article was originally published in Korean on Brand Brief on December 4, 2025.
