ABSTRACT
Let’s pretend you own a radio station. You spent all your savings to purchase the station, but to operate it involves many other expenses, including your employees’ salaries. How are you going to come up with the money to cover these costs? By selling airtime. In selling airtime, you’re really selling your listeners to your advertisers. And to do so, you must know something about your listeners: how many there are, who they are, when they listen, what music they like, and so on. Finding out this information is what prompted the development of radio audience measurement techniques, which later led to methods for measuring television and Internet audiences.
