Audience measurement in the digital age

This article details how audience measurement methodologies are adapting to the growth of digital access in a range of media, including TV, radio, print and out of home.

Jump to:Introduction | Where to start | Essentials | Checklist | Further reading

Introduction

The role of audience measurement is to estimate the number and type of people who have an opportunity to see or hear advertising in the media. Media planners, buyers and sellers use this information to inform their planning and to oil the wheels of commerce between them.

It has sometimes been said that everybody loves progress, but nobody likes change. This is as true for audience measurement as it is for much else. Given its technical...

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