Audience Measurement

James G Webster*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Scopus citations


Audience measurement entails regular assessments of the size and composition of media audiences. These are presented as syndicated reports used by media industries. Measurement services use questionnaires, diaries, meters, and/or servers to quantify people's exposure to mass media. All methods of data collection are affected by error, including sampling, nonresponse, and response error, as well as error in the production of reports. Audience measurement is a specialized kind of market research that is deeply enmeshed in the media systems of most industrialized nations. These measures, which include broadcast audience ratings, play an important role in shaping popular culture.

Original languageEnglish (US)
Title of host publicationInternational Encyclopedia of the Social & Behavioral Sciences: Second Edition
PublisherElsevier Inc
Number of pages5
ISBN (Electronic)9780080970875
ISBN (Print)9780080970868
StatePublished - Mar 26 2015


  • Advertising
  • Audience research
  • Audiences
  • Diaries
  • Digital media
  • Marketing
  • Meters
  • Nonresponse error
  • Ratings
  • Response error
  • Sampling error
  • Servers
  • TV ratings

ASJC Scopus subject areas

  • Social Sciences(all)


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