Description

This panel discussion delivered at the just concluded Audiences & Advertising Summit 2025, which took place in Johannesburg, South Africa, focused on the difference between simply counting audience size and truly measuring engagement across media platforms. Panellists stressed that advertisers and broadcasters need to look beyond raw reach to understand depth of interaction.

Some key points from the resource include:

● Volume vs Engagement: High audience numbers don’t always translate into meaningful impact; time spent, repeat visits, and interaction matter more.
● Measurement Shift: Traditional ratings are limited—new metrics like session length, frequency, and cross-platform behaviour offer richer insights.
● Advertiser Benefit: Engagement metrics help brands target loyal, attentive audiences rather than chasing inflated numbers.
● Broadcaster Strategy: Understanding engagement patterns guides content scheduling, ad placement, and platform investment.