The audience always believe what they see over what they hear. (Para. 9)
Meaning: The audience always think what they see with their own eyes is more important than what they hear, that is, seeing is believing.
The word "audience" means a group of people who watch or listen to a play, concert, speech, the television, etc. For example,
The audience was /were wild with joy. 观众欣喜若狂。