"Research" in a media organization can mean checking sources for news programs, and it can mean conducting market research for advertisers. "Audience research," however, means only one thing: research that seeks to answer questions about the size and nature of the audience of television programs, radio stations, newspapers, magazines, and Internet websites. Because of the size of the television business and the important role of audience measurement, most audience researchers work at broadcast and cable networks and at local television stations. Therefore, this entry will focus on television audience research. (Audience research at the various media companies differs somewhat, but there are many similarities.)

The Famous "Nielsen Ratings"

Most people outside of the media business have some idea about audience research at the television networks because of the so-called Nielsen ratings, which are widely reported as measures of television program popularity. However, these ratings are frequently...