ABSTRACT
Audiences are essential to the operation of mass media. They fund the industry by purchasing tickets, paying for subscriptions, and renting videos. They are sold to advertisers for billions of dollars. They are the source of the media’s economic and social power. Yet, electronic media audiences are elusive. Dispersed over vast geographical areas, tucked away in homes, businesses, and automobiles, they remain unseen by those who try to know and manage them. Only through audience research do they become visible. This research, especially ratings research, is crucial to electronic media and is the central focus of this book. Here, we explore the development of audience ratings and the ways these data can be analyzed and applied.
