Two Years of Commercial Operation of the Audimeter and the Nielsen Radio Index

Arthur C. Nielsen
Journal of Marketing

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excerpt Consider that in a study of this kind 8co Audimeter homes are the equal of 800 coincidental calls made each minute in each one of eight minutes of each one of 40 programs—in other words, the equal of 256,000 coincidental calls! 247 on 6/5/2019, 4:36:49 PM

excerpt With the complete record of each family’s listening, which is obtained from the Audimeter tape, it is now possible to determine this potential coverage very scientifically. Without resorting to the dubious method of asking a home whether it ever listens to a certain station, it is now possible to find out whether it does! Once this information is punched on the tabulating cards, the per cent of all homes which can be reached by any combination of stations can be computed. on 6/5/2019, 4:47:39 PM

excerpt 2. Faster deliveries of NRI reports. Generally speaking, American advertis- ers and agencies seem convinced that, because radio is a “fast-moving” me- dium, research reports on the subject must have fast delivery. Without deny- ing the obvious fact that, other things being equal, fast delivery is better than slow delivery, it should be pointed out that, in most instances, rapid delivery of data is of little, if any, practical impor- tance—for the basic but usually over- looked reasons: (a) That the basic popularity of a pro- gram seldom changes substantially in a short period of time (public tastes do not change over night) and this fact, com- bined with the margin of statistical error inherent in any measurement of pro- gram ratings,means that,on the average, the change revealed by a new telephone rating is significant only about one time in six! The advertiser or agency who breathlessly awaits the next weekly telephone rating, with the idea of basing some vital decision on the trend to be revealed, needs re-education on the reli- ability of statistics and on the rate at which public tastes can be altered. Until these plain facts are understood and heeded, many vital radio decisions will only seem to be based on facts, and sub- stantial losses (due to unsound decisions) will continue. on 6/5/2019, 4:50:31 PM