The article describes the imperfections of the marketing research system in media organizations in the aspect of studying the media needs of the audience. The problematic aspects of studying the information needs of the media audience have been identified. Thus, we have determined that the imperfection of the system of media research of the audience in Ukraine is revealed in such aspects. Practically high-quality media researches are not carried out (or are not carried out properly). In most cases, they are replaced by quantitative media research, which does not provide information about the information needs of the target audience of the media. The imperfection is presented in the lack of feedback from media recipients and media producers, which can be established, in particular, by systematically studying the opinion of consumers of media content about the information received. The implementation of such a practice can enable mass media marketers to find out which media products can attract the audience’s attention, get an assessment of the existing media content, and understand which media products to produce in the future. 

marketing research of media audience, media needs, mediametry