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He ini Radio News Service
7/31/46
NAB BOOKLET GIVES BACKGROUND ON AUDIENCE MEASUREMENT METHODS
Not intended as a critique of particular methods of audience measurement in broadcasting but issued to serve as an orientation to this aspect of the radio field, the National Associ¬ ation of Broadcasters is circulating a booklet to its members this week entitled •’Radio Audience Measurement ff.
The booklet contains a foreword by Kenneth H. Baker, NAB Director of Research, which points out that deliberations of a sub¬ committee, appointed by NAB to study the subject of audience measure¬ ment, had been tabled because ’’the current controversy between the various audience measurement methods and agencies came to a head” and at the meeting of the Research Committee held in May 1946, it was moved that the entire question of audience rating methods by the NAB Committee be tabled.
It was added, however, that although no definitive state¬ ment in the matter is possible at this time, the Committee felt that certain broadcasters might benefit from the booklet’s preparation, to act as general background on the subject.
Fundamentally, the booklet points out, the broadcaster and advertiser want to know the answers to five queries Who listens, and how many listeners are there to stations and programs; what does the listener prefer; where are the listeners; when, at what times of day, does he or she listen; and, why does the listener prefer some things above others, or how does the listener react to what he hears?
The booklet explains that there are five major methods of determining the size and character of radio program audiences:
(1) the telephone survey; (2) the personal interview; (3) the mechanical recorder; (4) mail questionnaire, and (5) the listener diary.
Amplifying these points, the booklet relates that the telephone survey early became the most popular because of its flex¬ ibility and relative inexpensiveness. Personal interviews permit accurate sampling of the radio audience since every type of person or family can be interviewed. The mechanical recorder is installed inside the home receiving set and automatically records on tape the time and station to which the set is tuned as well as length of time tuned to each station. The mail survey technique consists of mailing questionnaires to a proper sample of the radio audience with a main, but not necessarily unavoidable weakness, in that replies received may not be typical of those who do not return questionnaires. The last method listed, listener diary, is rela¬ tively new and consists of setting up a carefully selected repre¬ sentative sample of radio-owning families who agree to keep a quarter-hour by quarter-hour record of the listening for the whole family for several days. Cooperation in the survey is obtained either by mail questionnaire or personal interview and premiums are usually employed to induce the cooperating families to keep accurate and detailed records.
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