Audience Ratings: Radio, Television, and Cable

By Hugh Malcolm Beville Jr. | Go to book overview
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understands what measurements are needed and can be afforded. With earlier misconceptions cleared away by the studies just reviewed, a more realistically targeted approach to solutions is possible in the immediate future.


NOTES
1.
William Stiles, executive vice president, Spanish International Network ( SIN), operator of several LPTV stations, telephone interview with the author, July 11, 1984.
2.
Author's estimate, based on conservative per-subscriber cost of $600.
3.
Dennis Leibowitz, of Donaldson, Lufkin & Jenrette, telephone interview with the author, July 11, 1984.
4.
"Arbitron Updates U.S. Cable Penetration," press release, February 23, 1984.
5.
The New York Times, February 21, 1984, reported the intense frustration of several cable networks--Showtime/The Movie Channel, Disney, Playboy, Bravo, and the Nashville Network--which are not carried on Manhattan Cable serving "an area that many industry officials say holds the most desirable cable-television audience in the nation."
6.
Ruth J. Betzer, A. C. Nielsen Co., in a letter to the author dated May 17, 1984, enclosing data from Ed Aust, manager of custom surveys, A. C. Nielsen.
7.
In Appendix D the biases of recall are delineated in the digest of "Radio Audience Measurement, 1944": older-age programs, longer length programs, and higher-rated programs produce highest recall ratings relative to coincidental measures. The opposites are clearly underrated.
8.
Nielsen press release, September 10, 1980.
9.
Robert Maxwell, "Pay TV Demands New Research Techniques," remarks before the Radio/TV Research Council, New York, November 28, 1983.
10.
A "headend" is the antenna point at which a cable system picks up its programs from broadcast stations and satellites. Some systems (about 20%) have more than one headend because of terrain factors. This means that the cable system can have different programming emanating from each headend. Therefore, Nielsen uses the headend as the unit of record.
11.
Cabletelevision Advertising Bureau, tabulations of September 1983.
12.
Robert Sieber, vice president for research, Turner Broadcasting System, telephone conversation with the author on April 10, 1984.
13.
Roy Anderson, executive vice president, Nielsen Media Services, telephone interview with the author on April 2, 1984.
14.
Cable Audience Methodology Study, 1983, Cabletelevision Advertising Bureau and National Cable Television Association, p. 55.

-183-

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