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.
Audience measurement quantifies the number of people in an audience for a piece of content or advertising. It includes measurement of radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites. The term can also cover measurement of audience demographics, and time spent with the medium.
1. “Anywhere, anytime, any platform” measurement is here
Ipsos Connect suggest that we are entering the ‘fifth age’ of audience measurement which will enable a total understanding of audiences across media and platforms. Methodologies will be adjusted to fit the changing media environment but many of the techniques and methods are already in place. What makes this age different is its five core characteristics:
- Platform-neutral – including all distribution channels and platforms, whenever and wherever content is consumed
- Respondent-friendly – using passive data collection or choice of platform for survey response
- Big Data – providing detailed audience information across media
- Hybrid – mixing external sources, often Big Data, and sample-based information
- Data Science – joining together disparate information using statistics and algorithms