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This is what Nielsen ratings are ninth of
NIELSEN AUDIMETERS REPORT ON TAPE OR FILM MINUTE-BY-MINUTE LISTENING. "MAILABLE" TYPE PAYS MAILER 2 QUARTERS
Five weaknesses of I'.S. Miooperatinqs
1. They combine information of different nature — diary and telephone coincidental ratings
2. They are an average for a two-month period :t. They are outdated when released
I. They use telephone homes as a base .7. The diary sample is neither random nor stratified
Five weaknesses of Xielsvn "National" ratinqs
1. The "advance" ratings are frequently different from the regular report
2. Leaving out the Rocky Mountain states, and adding their 3% to Pacific sample gives report a West Coast bias
3m Unusable tapes each month make each month's sample slightly different
I. Size of audience per set-in-use is not known
•7. "Mailable" tapes may stimulate more than normal listening in a "Nielsen" home
most policj men at advertisers have neither the time nor the desire to be students of research, the) do not go beyond the first figure presented to them. Big Town, a'though ranked 13, was I .S. Hooperated at L5.79 with an audience of 6,500,000 homes. Big Town in Nielsen's 6-12 March report was rated 14.1 with an audience of 5,305,000, Since it is normal to expect less listening in March than in January-February (top audience months) the difference between the two ratings is not as out of line as the difference in tank order I 1 ■ '\ \>. 50) seems to indicate.
Nielsen reports a number of different ratings for each program, reserving for the Nielsen Rating title the figure which represents listening to a program For a period of six mini tes or longer. He also reports -Ivor age iudience. which researchers feel is comparable with the statistical basis used in Program Hooper (dings. I he latter represents, in 36-cit) telephone homo, the listening pei "average minute." Still a third figure included in Nielsen's Mil ""pocket piece" i> the Total iudience which represents the audience thai listened to an\ or all oi a program.
Since ii i Nielsen's "po :ke1 piece and Hooper's "pockel piece that i^ carried around bj mosl salesmen, aeenc\ c\ccuti\<>. and radio men in
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