Systems and methods for measuring an audience by: directing a light source in the direction of the audience; detecting reflections of the light source from the audience by a light detector in order to form an image representing the audience eyes; and analyzing the image received on the light detector to identify and count the number of eyes on the image. Preferably, the analyzed information is communicated to a remote facility. The light source can be in the visible spectrum, infrared (IR) spectrum or even ultraviolet (UV) spectrum. The reflected light from the retina or cornea is then captured by a light detector.