Audience measurement measures how many people are in an audience , usually in relation to radio listenership and television viewership , but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites . Which also help broadcasters and advertisers determine who is listening rather than just how many people are listening. Companies like Neilson , known for television and radio audience data, and comScore a leading company in digital audience demographics. This company measures over 40% of the world’s TV viewing behaviour (This website introduce of Neilson, http://www.agbnielsen.com/aboutus/aboutus.asp ).
Actually, in the past the audience measurement just means audience rating in my mind. I think that if a TV program have a high audience rating, which means this is a good TV program. However, now I have new understand for audience measurement. Audience measurement have a huge influence for audiences , agencies and advertisers. Like me to be an ordinary audience, the data of audience measurement will change my viewing behaviour. However, the chief function of audience measurement is offer a reliable, independent and transparent data for agencies and advertisers. Therefore, audience measurement is very important for advertising reach. Agencies and advertisers can according to the data of audience measurement to allow more refined advertising reach. For example, if a candy company want put some ads to attract more children to by their candy. They need according to audience measurement data to choose which channel have more children or youngster to watch, and which time have more children or youngster to watch TV. However, the audience measurement also have some missing link, so I suggest people to read The Importance of Why Advertising Works: Measurement’s Missing Link. (http://www.umww.com/news/2013/11/the-importance-of-why-advertising-works-measurements-missing-link) This article is very interesting. It elaborate some missing link of audience measurement, and also told reader the effect of missing link for the ads industry.
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