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780 K C — 1000 WATTS
HCCPER
STATION LISTENING INDEX
METROPOLITAN WASHINGTON, D. C. AREA
AUGUST, 1947 SHARE OF AUDIENCE
WEEKDAY MORNING WEEKDAY AFTERNOON
STATIONS 8 A.M.-12 NOON 12 NOON-6 P.M.
WARL 8.7 8.6
STATION A 2.0 1.9
STATION B 7.3 6.2
STATION C 16.0 8.8
STATION D 6.5 7.5
STATION E 2.8 4.2
STATION F 1.6 16
STATION G 19.8 21.4
STATION H 25.5 23.2
STATION I 7.7 13.2
ALL OTHERS 2.1 3.4
TOTAL COINCIDENTAL CALLS THESE PERIODS: 12,649
$?2
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NOTE WARL'S RANKINGS MORNING 4th AFTERNOON
NATIONALLY PRESENTED BY BURN. SMITH CO.INC
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SERVING Cwi A MILLION LISTENERS FROM ARLINGTON VIRGINIA
40 Hest 52nd
(Continued from page (•> manner, broadcasters could easily issue swom statements of coverage of the area (and thus people) within their half millivolt contours.
The nearest space media equivalent to program ratings are readership figures of individual ads. Surely these are no more exact than radio ratings. The nearest space media equivalent to BMB audience figures are publication readership figures. Surely these are no more exact than BMB.
To say that ratings and coverage figures lack the ring of legitimacy is to damn all rating and coverage figures because some are of admittedly doubtful legitimacy.
It was for the very purpose of providing agencies and advertisers with legitimate, uniform and comparable audience figures that BMB was formed. It was to assure freedom from bias and acceptance by agencies and advertisers that BMB was organized as a tripartite, cooperative body, governed jointly by AAAA, ANA and NAB, each of which is equally represented on its Board.
Not only has radio taken the lead in media research, but much of it has been from the listener's viewpoint. Such research is seldom susceptible to exact measurement but it serves advertisers and agencies better than the measurement of a medium's mere physical distribution, ho vever accurately measured.
Such research must precede any worthwhile promotion, because it forms the raw material of promotion. Far better that radio should have sacrificed promotion in its eagerness to provide its clients with facts than that it should have failed to provide the facts in its eagerness to promote itself.
Indeed, engaging in research is itself a form of promotion. When a station, questioning the value of subscribing to BMB. wrote its station representative that for the subscription fee it could produce several promotion pieces, the rep replied, "Subscribing to BMB is the best promotion you can do."
As to the assertion that agency commissions are paid on the theory that agencies help sell time, that stems from the era when agencies were essential ly space sellers and only incidentally space fillers. I think it is generally accepted today that an agency's first allegiance is to the client, not the media. But that's another subject.
Philip Frank
Executhv Secretary
Broadcast Measurement Bureau