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, 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.

Definition

Audience measurement quantifies the number of people in an audience for a piece of content or advertising. It includes measurement of radio...

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