What we know about 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.

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,...