Broadcasting (Oct - Dec 1945)

Record Details:

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WLW ANNOUNCES ANOTHER STEP FORWARD IN STATION AUDIENCE MEASUREMENT with NIELSEN RADIO INDEX This month, another chapter is added to the WLW story of progress in station audience measurement. Now — when FACTS about coverage and listening are increasingly vital, WLW becomes the first radio station anywhere to make available to its clients, its management, and its program department, the Nielsen Radio Index . . . mechanical measurement of minute-by-minute listening in an accurate cross-section of homes in the WLW Merchandise-Able Area. This is the fifth step in WLW's march toward FACTUAL time-buying information: 1940 — Merchandise-Able Area established 1941 — Hooperatings adopted 1942 — Cost Allocation System developed 1943 — First rural coincidentals 1945— NIELSEN RADIO INDEX adopted This is the Nielsen Aiidinjeter, which rec&ds every dial change, every minute of listening, 24 hours allay, year in and year out. It measures FACTS . . with perfect accuracy. With the start of the new year, this additional information about listening in the WLW area will enable us not only to show you the WLW story more accurately measured by standard yardsticks, PLUS new yardsticks never before available to us . . . but also to improve station operation and programming beyond even the high standards for which the Nation's Station is famous. WLW )