Final answer:
The claim that audience measurement only provides the number of viewers is false. Audience measurement offers valuable information about who is watching a program, their demographics, and preferred content, all of which are crucial for advertisers in effectively targeting their advertisements.
Step-by-step explanation:
The statement that audience measurement isn't particularly useful to advertisers because it only tells them how many people are watching a particular program, not what kind of people, is false. Advertisers heavily rely on audience measurement as it provides a sophisticated way to understand and reach their market demographic. Nielsen Ratings, for example, conduct scientific market research to determine the popularity of television programming and thereby help advertisers to target their campaigns effectively. These measurements are not just about numbers; they also include demographic and psychographic data, allowing advertisers to tailor their messages to particular segments of the audience, even if those viewers are watching cartoons on Nick Jr. or cooking shows on Telemundo.
Furthermore, the type of audience that a program attracts is also valuable information. For example, certain shows might appeal to the advertiser's desired demographic, such as adults aged eighteen to forty-nine, who are considered the most valuable viewers. By recognizing and utilizing this data, advertisers can strategically place their advertisements in programs that their target audience is more likely to watch, ensuring a better return on investment.