ABSTRACT
Stanton, who was later to become president of CBS, wrote those words in his doctoral dissertation. Surprisingly little has changed since that time. The electronic media themselves have undergone great transformations, but the basic research question-Who is the audience?—has been one of the most enduring features of the industry. In this chapter we trace the evolution of the audience measurement business. Our purpose is not to offer a comprehensive history of audience measurement, but to help readers better understand the industry’s present condition and to better anticipate its future.
