Audience measurement measures how many people are in an
audience, usually in relation to
radio listenership and
television viewership, but also in relation to
newspaper and
magazine readership and, increasingly,
web traffic on
websites. Sometimes, the term is used as pertaining to practices which help
broadcasters and
advertisers determine
who is listening rather than just
how many people are listening. In some parts of the world, the resulting relative numbers are referred to as
audience share, while in other places the broader term
market share is used. This broader meaning is also called
audience research.