Audience measurement

Audience measurement is the collection and analysis of data about the size and characteristics of audiences for media content, services, or advertising.

Ratings point: A ratings point represents one percent of a defined population or audience universe. Ratings express an audience as a share of the population being measured.
Media planning: The process of choosing media channels, placements, and timing to reach an intended audience. Planners use audience estimates to select outlets and forecast campaign delivery.
Target audience: The group of people a communication, product, or campaign is intended to reach. Measurements depend on specifying which population an estimate is meant to describe.
Media concentration: The ownership or control of a large share of media outlets by a small number of organizations. Standard audience estimates can affect which outlets attract advertising and investment.
Gross rating point: A measure of advertising exposure calculated by adding the audience ratings of a campaign's placements. It summarizes the total exposure delivered across measured advertising slots.
Advertising reach: The number or proportion of distinct people exposed to an advertising campaign at least once. Audience data helps estimate how many people a campaign actually reaches.
Sampling (statistics): The selection of a subset of a population to estimate properties of the whole population. Many audience estimates rely on samples rather than counting every person.
Advertiser: An organization or person that pays to promote a product, service, or idea. Advertisers rely on audience figures when choosing where to spend campaign budgets.
Nielsen ratings: Audience estimates produced by Nielsen, a company that measures media consumption in several markets. Its television measurements helped establish standard audience estimates and terminology.
Television rating: The percentage of a defined television audience universe watching a program or channel. Program ratings are a prominent use of audience measurement.

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