What we know about TV audiences

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.

For a long time, television audiences were defined by a single means of viewing and so were relatively easily measured. Viewing took place in the home and only via the box in the corner of the living room or bedroom. So household demographics and viewing patterns could be measured and extrapolated from relatively small but representative panels of the viewing population. With a comparatively limited range of channels and the majority of viewing being simultaneous at the time of transmission the task was relatively simple. The explosion in TV content and the ability to view it on different devices at...

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