What We Have Learned: 1930-1987
|1.||Broadcast ratings should be furnished by private, independent entrepreVneurs, not by industry-controlled groups or cooperatives.|
|2.||Ratings, to be of maximum service to users, must be projectable, that is convertible from percentages to numbers of households or persons on a realistic (if not totally defensible) statistical base.|
|3.||Inevitably the media pay the major part of the tab for ratings (80 to 90 percent), but advertising agencies, which must accept the figures for media planning, buying, and evaluation, play a crucial role in determining which services will be successful.|
The Cooperative Analysis of Broadcasting (after the Association of National Advertisers took over from Crossley in 1933) was a powerful establishment group, with no competition, when C. E. Hooper began competing in 1934. A. W. Lehman, formerly a key staffer for the ANA, was executive director of the CAB. Its board of governors, for many years headed by D. P. Smelser of Procter
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Publication information: Book title: Audience Ratings:Radio, Television, and Cable. Edition: Revised. Contributors: Hugh Malcolm Beville Jr. - Author. Publisher: Lawrence Erlbaum Associates. Place of publication: Hillsdale, NJ. Publication year: 1988. Page number: 258.
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