Which of the following is a direct use of audience measurement in media economics?

• A. Guides studio lighting decisions.
• B. Informs pricing, ad rates, and content strategy.
• C. Determines the color palette of branding.
• D. Sets newsroom shift schedules.

Answer: (B)

Direct use of audience measurement means using data on audience size, composition, and engagement to guide business decisions. In media economics, this information directly affects revenue and investment by informing pricing, ad rates, and content strategy. Knowing who is watching and when allows a network to set fair ad prices based on audience reach and demographics, and it shapes decisions about what content to acquire, develop, or promote to maximize value.

The other options involve production choices (like studio lighting) or branding and operations choices (color palette or newsroom schedules) that aren’t driven by audience data in the same direct economic sense.