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Measuring media audiences

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dc.contributor.author Bornman, Elirea
dc.date.accessioned 2012-02-13T12:19:56Z
dc.date.available 2012-02-13T12:19:56Z
dc.date.issued 2009
dc.identifier.citation Bornman, E. 2009. Measuring media audiences, in Media Studies Volume 3: Media content and media audiences (pp. 515-540), edited by PJ Fourie. Lansdowne: Juta. en
dc.identifier.issn ISBN 97807021177668
dc.identifier.uri http://hdl.handle.net/10500/5392
dc.description.abstract This chapter deals with the complex, fast-changing and fast-developing world of the measurement of mass media audiences. Important concepts, the reasons for the need for reliable audience information and the nature of the information required are firstly discussed. The instruments for measuring media audiences such as social surveys, diaries and various metering devices are furthermore discussed. It furthermore entails a critical reflection on the various audience measurement practises for the measurement of television, radio, newspaper, internet and outdoor media audiences. Attention is furthermore given to audience measurement practises in South Africa, in particular to the work of the South African Advertising Research Foundation (SAARF) and their various audience measurement initiatives such as SAARF AMPS®, SAARF TAMS® and SAARF RAMS® are furthermore discussed. The chapter furthermore gives attention to the challenges to audience measurement due to ongoing technological development. en
dc.language.iso en en
dc.publisher Juta en
dc.subject Media audiences en
dc.subject Audience ratings en
dc.subject Audience measurement en
dc.subject Television audiences en
dc.subject Radio audiences en
dc.subject Internet audiences en
dc.subject Outdoor media audiences en
dc.subject Social surveys en
dc.subject Diaries en
dc.subject Peoplemeters en
dc.subject South African Advertising Research Foundation (SAARF) en
dc.subject SAARF AMPS en
dc.subject SAARF RAMS en
dc.subject SAARF TAMS en
dc.title Measuring media audiences en
dc.type Book chapter en


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