The Importance of Audience Measurement

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.

Back in 60’s

This week my blog post about the television to the family home. I need have a conversation with someone older than you about their memories of television in their childhood, so I talk with my father.  From a very young age, my father always talk me many interesting store. This conversation with my father, and I was not disappointed. When he was a child，China was a very poor country in the 60’s without enough resources.  When the other countries seems television is a very normal thing, my father doesn’t even know what is television. At the time, every community would have a projector and a big screen and play Chinese film at every Friday night. This is the happiest thing what I father thought at when he was a child. At the same time, Chinese films market was very poor therefore there are not many choices for people to watch. However, my father and his generation still seems Friday night is their paradise night. My father told me he had first television which is a black-and-white television in his teens. By that time, television is still a luxury. So that, A family have a television, which was one of the things other people envy.  So that, if a  family have a television, this family always become very popular. they always attract many friends, neighbors to watch TV together.

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My father told me that since that on family always very lively every neigh, which is a wonderful memorize for my father. He still remember,  in that time China TV industry was just beginning, the most popular TV program is news and family dramas. Until the late 70’s, the black and white television finally became a normal thing in Chinese family.   My father told me that the television come to Chinese family from 70’s.  television form a luxury thing become a necessity. Therefore, the television still is a important part for people’s daily life, and as black and white TV became colorful TV and became more and more lightly we can know ， TV is the witness of people’s life development.

Media space is everywhere

The new term begins, this is my second years with study BCM.  Through these two years of study this subject. Previously,  I just is an ordinary audience for media. I just know that media is a transmission medium, such as TV, newspaper, Internet and magazine.  I just know that media is a good tool to help people to get information.  However, now this major enable me to have a greater understanding of the media. I realized that media can bring a great impact for society and people’s life.  So that, the media space is everywhere in our daily life.

Take me for example, I am a international student.  My home is vary far from here. So that, the media  is an important  part in my daily life. I need use social media to contact my family and friends.  therefore, the media space is my virtual home. I can use my computer, phone and ipad to contact my parents, which offer my a media space to have a face to face communication with my family.

Therefore,  media space is everywhere for me. Wherever I am, computer or phone to contact my family and friends when I miss them.