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


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 c

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