Measuring media audiences

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.