Which organization tracks who is watching what and at what time?

• A. Nielsen
• B. BARB
• C. Arbitron
• D. Ipsos

Answer: (C)

Audience measurement is about determining who is consuming media and when. Arbitron is the organization traditionally responsible for measuring audience size and composition, specifically tracking who is listening to which programs and at what times. This data comes from tools like listening diaries and electronic meters, capturing the timing of consumption to inform advertising rates and program evaluation. While Nielsen is well-known for TV ratings, BARB serves the UK market, and Ipsos covers broader market research, Arbitron’s focus on who is engaging with content and when makes it the best match for this question. (Note: in industry history, Arbitron later merged with Nielsen, but the concept described fits Arbitron’s established role.)