Audience Dialogue

How media audiences are measured

This is the starting page for a section of this website on how audiences are measured. There will be five pages:

You'd expect audience measurement to be very simple. It's only counting people, isn't it? That's true, but there are many ways to count people, and many ways to make mistakes doing so. Audience measurement is not something that you can do from home, as a cottage industry. It is normally done by very large research companies, because setting up a regular audience measurement system can cost millions of dollars. (Too big for Audience Dialogue, for example. We design audience measurement systems, but it's beyond our scope to actually carry them out.)

These pages provide an inside picture on how audience measurement is done. Each page covers:

When audiences are measured many times, some generalizations begin to emerge. You can read some of these on our findings pages.