Audience Ratings: Radio, Television, and Cable

By Hugh Malcolm Beville Jr. | Go to book overview

timely and useful formats by the most thorough and speedy feedback system ever developed for a nationwide field of activity.


NOTES
1.
Robert Lindsey, "The Man Who Plots CBS's Climb Back to the Top," The New York Times, January 27, 1980.
2.
Edwin T. Vane, ABC vice president in several top program positions 1966-1979, Broadcasting, August 11, 1980.
3.
TV Digest, Vol. 21, No. 9, March 2, 1981, p. 7.
4.
William S. Rubens, "A Guide to TV Ratings," Journal of Advertising Research, Vol. 18, No. 1, February 1978. Since 1978 the number of local metered markets has expanded, but their predictability of national ratings is still rated poor.
5.
Markets so served as of September 1984 are New York, Los Angeles, Chicago, San Francisco, Philadelphia, Detroit, Boston, Dallas, and Washington--all by Arbitron and Nielsen; Arbitron alone provides service in Miami and Houston, but Nielsen is planning to add those cities in early 1985 plus Denver in November 1985.
6.
Edwin McDowell, "CBS Strives to Retain TV Lead," The New York Times, January 11, 1979. Backe resigned from CBS on May 9, 1980.
7.
The New York Times, April 3, 1983.
8.
David F. Poltrack, Television Marketing; Network, Local, Cable ( New York: McGraw-Hill, 1983), p. 95.
9.
Ibid, p. 99.
10.
It is said of umpires that they classify themselves in three groups: the objectives, who claim they call balls and strikes exactly as thrown; the subjectives, who call them the way they see them; and the existentialists, who maintain that the pitch is only what they call it. No one has recorded into which category Nielsen falls.
11.
The Public Broadcasting System operates on a "common carriage" basis for four nights a week (Sunday-Wednesday) beginning at 8:00 P.M.
12.
Advertising expenditure for network TV is estimated at close to $7 billion for 1983, with 100 leaders accounting for 77 percent; they contribute about 45 percent of the $5 billion spot TV total.
13.
Krugman Herbert, "Why Three Exposures May Be Enough," Journal of Advertising Research, No. 6, 1972, p. 11.
14.
Madeline Nagel, senior vice president-media director, Foote, Cone & Belding, New York, "Media Diversity Challenges Today's Ad Agencies," Advertising Age, August 18, 1980.
15.
Formerly the Broadcast Rating Council ( 1962-1982).

-217-

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Audience Ratings: Radio, Television, and Cable
Table of contents

Table of contents

  • Title Page iii
  • Contents vii
  • Foreword ix
  • Preface xi
  • 1 - Radio Services-- Pre-Tv (1930-1946) 1
  • Notes 26
  • 2 - Radio Services--Post-Tv (1946-1984) 28
  • Notes 59
  • 3 - Television Services (1946-1984) 62
  • Notes 81
  • 4 - Rating Methodologies: A Comparative Examination 83
  • Notes 129
  • 5 - Quantitative Versus Qualitative Ratings 131
  • Notes 157
  • 6 - Cable Ratings (1979-1984) 160
  • Notes 183
  • 7 - Using Ratings Data 185
  • Notes 217
  • 8 - Ratings: Servant or Master? 219
  • Notes 240
  • 9 - Government Intervention 242
  • Notes 256
  • 10 - What We Have Learned: 1930-1984 258
  • Notes 270
  • 11 - A Look to the Future 271
  • Notes 292
  • Appendix A Ratings Basics: Terms, Calculations, and Relationships 294
  • Sources 299
  • Appendix B Offices and Services of Principal Syndicated Ratings Companies Operating on A National Basis 300
  • Appendix C Audience Measurement Highlights U.S. Total Population 304
  • Appendix D Methodological Studies and Assessments 315
  • Introduction 315
  • Bibliography 345
  • Index 351
  • About the Author 363
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