Audience Measurement

Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

In other words, people use their senses to measure certain traits in their audience, then tailor their communications based on those measurements. To whom one speaks informs how one speaks. … As such, audience measurement technology has the potential to transform the medium.

Audience measurement measures how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites. … This broader meaning is also called audience research.

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