Audience measurement

Research output: Chapter in Book/Report/Conference proceedingEntry for encyclopedia/dictionary


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.
Original languageEnglish
Title of host publicationInternational Encyclopedia of the Social & Behavioral Sciences
EditorsNeil J Smelser, Paul B Baltes 
Number of pages4
ISBN (Print)978-08430768
StatePublished - 2001


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