The present invention is a system and method for measuring effectiveness of a marketing campaign on digital signage on many different signage networks, by measuring the efficiency of the campaign at reaching targeted audience and the effectiveness of conveying the message. This invention provides a solution to the challenges created by wide variety of measurements and lack of accuracy. By using automated audience measurement, the current invention is able to collect, large, statistically significant data for analysis. Non-intrusive, computer based measurement also ensure that the data is free from any biases. The media content rating system will provide a quantitative measure of how many people did the campaign reach and what effect did it have. The data will be available at the aggregate level, at network level and down to the screen level.