Chapter 12 Notes - Lecture Notes: Monday, November 29 th...

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Unformatted text preview: Lecture Notes: Monday, November 29 th Rating and Audience Feedback Advertisers spend billions every year on TV and radio commercial messages. That being said, they like to know that their money is being well-spent. They want to know how many and what kinds of people watch and listen. History of Audience Measurement - Began in the 1920s with listeners dropping postcards by the station reporting whether they received a clear signal for a particular program- Cooperative Analysis of Broadcasting (CAB) formed in 1930. Collected data on network listening across the US (35 cities) using the telephone recall method.- Telephone Recall Method Calls placed at various times during the day to randomly selected homes using phone directories. Respondents were asked to recall the programs theyd listened to. o Led to problems with the credibility of the CABs methodologyhuman memory is prone to error o Stopped operation in 1946 when C.E. Hooper company started using the more reliable telephone coincidental method.- Telephone Coincidental Method respondents were asked whether they were listening to the radio at the time of the call and if so, were asked to name the program or station. o Does not rely on fallible memories- The A.C. Nielsen Company started a rating service that didnt rely on the telephone. Instead, the company used an audiometer.- Audimeter - mechanical device that was connected to the radios of a randomly selected sample of listeners. Consisted of a sharp stylus that made a scratch on a roll of paper tape in sync with the radios turning dial. Listeners sent the tape back to Nielson to be analyzed. Revealed how long the set was on and to what station the set was tuned. o Unable to determine who, if anyone, was actually listening to the radio o Preferred by most advertisers nonetheless o Nielson bought Hooperratings in 1950 o Audimeter moved to TV in 1950 Participating families received 50 cents per week for cooperating o Audimeter data formed the basis for two reports: the Nielson Television Index and the Nielson Station Index (KNOW FOR EXAM)- Nielson Television Index (NTI) reported viewership of network programs- Nielson Station Index (NSI) - reported viewership for local television markets o Problems with Nielson Data lack of demographic information o American Research Bureau/Arbitron developed the diary gathering technique to fix this- Diary sample of viewers asked to record viewing in a specially prepared diary and mail it back to Arbitron - Neilson also made a diary in response; Arbiton made an audiometer. Neilson focused on network TV (eventually gained control of local also); Arbitron focused on Radio. - Technology continued to improve o Storage Instantaneous Audimeter (SIA) introduced by Nielson. Sent information directly from audiometer to Nielsons computers through phone lines made it possible to publish ratings the day after program aired o People Meter - developed by AGB Television Research (English company). developed by AGB Television Research (English company)....
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This note was uploaded on 01/19/2012 for the course TELE 3010 taught by Professor L.benjamin during the Fall '07 term at University of Georgia Athens.

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Chapter 12 Notes - Lecture Notes: Monday, November 29 th...

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