Audience Ratings: Radio, Television, and Cable

By Hugh Malcolm Beville Jr. | Go to book overview
Save to active project

Television Services (1946-1987)


RCA/ NBC introduced commercial television in the United States at the New York World's Fair in 1939, but its budding growth was halted by World War II. NBC managed to keep its New York station, WNBT, running on an abbreviated schedule of evening programs during the war to serve the few thousands of sets in use in the area. Several other stations also supplied limited service. No newspapers furnished TV listings, so NBC offered to mail its weekly schedule regularly to anyone requesting it. The postcard program listing was arranged for mail-back, with boxes for people to check which programs they had viewed and a few lines for comments or suggestions.

This, then, became the basis for the first crude TV ratings. The simple feedback worked fine under the circumstances and was a useful tool to programmers. Nevertheless, if telelvision was to become an accepted advertising vehicle, better audience measurement would be necessary and it was logical to build such measurements on the established principles and technologies tested in radio. 1


C. E. Hooper, who had emerged at the head of the radio ratings field in the mid 1940s was the logical service to handle television audience measurement. Unlike Nielsen's meter, Hooper's telephone instrument was usable for a few hours an


Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Cite this page

Cited page

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited page

Bookmark this page
Audience Ratings: Radio, Television, and Cable


Text size Smaller Larger
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen
/ 414

matching results for page

Cited passage

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?