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ARBITRON BOARD shows ratings as they happen. Each light bulb represents two sample homes. In demonstration at left, 25 bulbs (50 homes) are lit for each station. Total sample is 300. Hence rating for each station is 16.66 (percentage of total sample homes tuned to each).
share of audience for each program. Clients wanting immediate ratings can get them by telephone after the show, or can watch them personally on the Arbitron auto-board.
Mr. Seiler said development of Arbitron certainly does not mean ARB will de-emphasize the use of diaries in getting ratings. In markets where ratings are needed fast and often, he said, the Arbitron is the most practical solution. But in markets where this need is not urgent, he added, ARB will continue to use the diary method.
"In a sense," he said, "ARB was just the catalyst in [Arbitron's] development. With tv costs going higher, advertisers and stations alike have been demanding some form of research for major markets that would give them a quicker reflection of viewer reaction to their programs. Arbitron is the answer — the ultimate in fast and accurate research reporting."
In answer to a question, Mr. Seiler said Arbitron could be adapted to radio but that the job would be "tough and expensive." He said ARB is "working on that now," but doesn't yet know whether a radio version would be practical economically.
ARBITRON PRINTER records exact ratings every 90 seconds, is device which researchers will use more than Arbitron board. Board shows ratings instantaneously, but
can err by several tenths of one rating point because each light bulb is two homes instead of one, is lit when one home times program, hence can slightly inflate rating.
Broadcasting
December 23, 1957 • Page 33