MCOM 323 Lecture Notes - Lecture 5: Audience Measurement

• School: Towson University
• Department: Mass Communication
• Course: MCOM 323
• Professor: Kim

Document Summary

Audience as a commodity: the media companies advertisers agencies, sellers buyers. Actual (measured) audience: people who actually consumed the vehicle. Potential audience: distribution of a medium, ex. Coverage of a tv station (geographic boundary tv stations reach: circulation of a newspaper. Target, vehicle, and advertising audience: audience of ads are rarely measured, we only measure the audience for the media vehicle carrying the ad, advertising (message) audience: opportunity to see the ad, 3 parts of audience, 1. Target audience total people the campaign is directed to: 2. Vehicle audience amount of people exposed to the vehicle: 3. Advertising (message) audience the total number of people who may have been exposed to ad placed in vehicle: on the internet we can count the actual number of people exposed to the ad. Audience measurement impressions absolute : ratings , gross impressions , gross rating points (grps) % Measured in two ways: absolute terms (ex. millions of people, percentage of the population.