10 What We Have Learned:
1930-1984Over 50 years of ratings history provide some significant insights into this constantly changing, ever-growing measurement field. As the ratings sphere faces
its third major challenge with the emergence of the new video media--cable
originations, home video cassette recorders, teletext--some of the lessons of the
past merit attention.The first 20 years produced three significant findings, which have been confirmed in this country during the past three decades:
|1. ||Broadcast ratings should be furnished by private, independent entrepreneurs, 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.|
I. WHY PRIVATE INDEPENDENT SERVICES
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.
Questia, a part of Gale, Cengage Learning. www.questia.com
Book title: Audience Ratings:Radio, Television, and Cable.
Contributors: Hugh Malcolm Beville Jr. - Author.
Publisher: Lawrence Erlbaum Associates, Publishers.
Place of publication: Hillsdale, NJ.
Publication year: 1985.
Page number: 258.
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