Media depends upon audience surveys to quantify the 'value' of advertising time and space. While each medium has its own specific approach to audience measurement, all are based on surveys, though the actual techniques vary from peoplemeters to one-to-one interviews.
Will survey research survive the digital age?
The media business is built on the back of audience surveys. Buyers and sellers depend on the results of this research to quantify the value of media time and space.