Audience measurement is undergoing a period of dynamic change, due to the rise of data and consumers' increasingly complex media diet - using multiple, multipurpose devices, sometimes simultaneously. It poses a number of challenges to audience measurement, and research bodies in many markets are working on new methodologies. As this evolution occurs it is important to approach audience measurement in a thorough, robust manner and be wary of potential pitfalls, such as fraud within digital media measurement.
Definition
Audience measurement quantifies the number of people in an audience for a piece of content or advertising. It includes measurement of radio...