UNT RTVF 1310 - Chapter 12 - 1310 Outline(3) (14 pages)

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Chapter 12 - 1310 Outline(3)



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Chapter 12 - 1310 Outline(3)

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Pages:
14
School:
University of North Texas
Course:
Rtvf 1310 - Persp on Brdcst Tech

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Chapter 12 Ratings and Audience Feedback History of Audience Measurement Audience research first appeared in 1920s station owners became curious about the size of the audience Data collection Listeners directed to drop a post card reporting if they heard a particular program or if a signal was clear Advertiser demands Need accurate estimates of audience size Cooperative Analysis of Broadcasting CAB founded 1930 by advertisers History of Audience Measurement Telephone Recall Method Placing calls at different times during the day to homes selected at random from phone directories used by C A B until 1946 Telephone Coincidental Method Respondents asked if they were listening to radio at the time of the call if answer was yes asked to name the program station better method introduced by C E Hooper Co Audimeter A mechanical device which collected data from a random sampling of radios consisted of a stylus that made a scratch on a roll of paper tape synchronized with the radio s tuning dial History of Audience Measurement Audimeter Moves to TV in 1950s Nielsen data formed basis for Nielsen Television Index NTI reported on network programs Nielsen Station Index NSI reported on local TV markets American Research Bureau later called Arbitron Uses a diary to record data from a sampling of viewers 1949 Diary provides demographic information History of Audience Measurement Nielsen abandons radio ratings in 1963 Arbitron uses diary method to measure local market radio mid 1960s 1980s Nielsen alone provided network TV ratings Arbitron competed in the area of local TV market measurement exited TV ratings business 1993 Storage Instantaneous Audimeter SIA Sends info directly from the audimeter through phone lines to Nielsen s computers Possible to publish next day ratings 1960s History of Audience Measurement Peoplemeter AGB Television Research Developed to compete with Nielsen hand held keypad allowed different viewers to record the shows watched Advantages Unaffected by poor



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