Abstract: A method for measuring the reach of media content distributed within time slots of a radio or television broadcast or other media outlet. Statistics representative of audience exposure to such media content are derived from recollections gathered from a first quantity of respondents who, collectively, constitute a representative sample across all socio-demographic segments of a relevant population. From these recollections, which identify media content to which respondents were exposed during recollection intervals, first audience statistics are derived for respective time intervals of interest. Second audience statistics, representative of audience exposure to media content during time slots falling within the time intervals of interest, is derived from a plurality of audiometric measurements collected from a second quantity of representative respondents substantially smaller than the first.