| Original language | English |
|---|---|
| Title of host publication | International Encyclopedia of the Social & Behavioral Sciences |
| Editors | Neil J Smelser, Paul B Baltes |
| Publisher | Elsevier |
| Pages | 923-926 |
| Number of pages | 4 |
| ISBN (Print) | 978-08430768 |
| State | Published - 2001 |
Abstract
Audience measurement entails regular assessments of the size and composition of media audiences. These are presented as syndicated reports used by advertisers and media industries. Based on survey research, audience measurement employs interviews, diaries, and/or meters to quantify people's exposure to mass media. It is subject to sampling, nonresponse and response error, as well as error in the production of published reports. The firms that produce reports can be thought of as a small industry deeply enmeshed in the media systems of most industrialized nations. Their numbers, which include broadcast audience ratings, play an important role in shaping popular culture.