Audience measurement is an admeasurement on how many people are in the audience, usually in relation to radio listener and television viewer, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites.
Audience measurement talks about an all-encompassing view of who is watching, when and where. With that kind of information, you’ll be able to identify the best ways to reach your audiences across touchpoints. The insight that you collect by observing your consumers behavior and how they are connecting to your content will help you create programming based on your target audience. These insights will help you to measure how consumers engage with media across TV and online. There are different types of methods that are used to measure the audience, diary, electronic and software. The data that you gather of these types of measurements can be classified into three main types, demographics, behavior and customer journey.
What is Audience Measurement?
Audience measurement estimates how many people are in an audience. It is usually in correlation to radio and television viewership, but also concerning newspaper and magazine readership. The term can also cover the size of audience demographics, and time spent with the medium. There are different methods used in audience measurement:
Diary — One of the first method of recording information, but it comes with some problems like forgetfulness, mistakes, and subjectivity.
Electronic — The audience measurement of U.S. television has relied on sampling to obtain estimated audience sizes in which advertisers determine the value of such acquisitions.
Software — GTAM, which stands for Global Television Audience Metering, is based on the development of new audience metering technologies aimed at dealing with all of the conceivable challenges involved in measuring the video viewing behavior of contemporary consumer households across multiple platforms (TV, Internet, mobile devices).
Three Types of Audience Measurement
There is a number of factors to analyze when measuring an audience. The data that is gathered from these analyses can be classified into three main types: Demographics, Behaviour and Customer Journey. Combination of all three kinds enables marketers to effectively profile customers, create segments and efficiently market to relevant groups.
Demographic metrics define when and where a person or group of people are. These factors include income, household and prefer/don’t prefer.
This type of audience measure defines the behavior of the consumer when online. These behaviors include the websites they visit, how long time they spend on the site, what keywords they use and what device they are on:
Web analytics: observing the geographic regions from which the most and the least customers visit the site and purchase specific products, and predicting which products customers are most and least likely to buy in the future. Tracking the “click-through” and “drill-down” behavior of customers within the Web site, determining the locations from which customers most often arrive, and communicating with browsers to track and analyze online behavior.