"This chapter is about some of the practices of audience research and, in particular, the methodologies and techniques employed in measuring the audiences of different broadcasting, print and outdoor media, the cinema as well as new media such as the internet. It also gives attention to audience measurement in South Africa and gives a glimpse of some of the problems associated with, and criticism on, audience measurement. The relevance of audience measurement for academic researchers is illustrated by means of a case study." (Page 516)