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Audience Research is an important tool to study the characteristics of target audience for various media including demographic and psycho-graphic details of the audience, their exposure to various media, listening/viewing/reading habits, needs and tastes for various media contents and moreover, to estimate the size of audience for various programmes and programme ratings.

Audience Research on the one hand provides programme feedback to programme produces to prepare audience friendly programmes and on the others provides audience share for the various media contents to advertisers and marketers which in turn , helps in fixing rates for the various programmes and channels. Thus, this gives consumer insight to the stakeholders and works as eyes and ears for the media organisations.

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