Audience measurement is the term which refers to a technique broadcasters and advertisers use to determine the demographic of people who are watching or listening to a broadcast.
Audience measurement often measures radio listenership and television viewership. However, it can also be used within print media to measure newspaper and magazine readership.
Those who measure audiences are required to abide by Audience Measurement Guidelines, which were compiled by the Interactive Advertising Bureau. The purpose of the guidelines is to maintain transparency within audience measurement and to also assess methodologies which may be out-of-date.
Naturally, audience measurement is often used within media and public relations market research, to gage the success and the demographics of media outlets.
Audience measurement is also sometimes referred to as audience research.
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