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This is what I'.S. H»»p«>ratinqs are ntadt* of
COMBINATION OF DIARY (LEFT) AND TELEPHONE (RIGHT) REPORTS ARE USED TO COVER THE NATION TWICE A YEAR
general, this report will not endeavor to go into information included in Nielsen's 1.000-page monthly report. This voluminous report includes such information as "commercial exposure," "audience flow," ""cumulative audience" I listener turnover), "homes-perdollar." and so much data that it requires a sizable staff to extract and digest the information at big sponsors. Sponsors of one or two programs do not hope to cope with the full report and use it for reference purposes.
At one time it was Hooper's plan to include in his regular semi-monthl\ network program popularity "pocket piece" U.S. Hooperatings for each program as well a* popularity ratings. He has since dropped this plan, since the fast changing radio scene does not permit yesterday's projections to mean very much today. U.S. Hooperatings are indicative of how national listening to programs compares with the 36-city Program Popularity Hooperatings. Walter Winchell. was who fourth in the combined January-Feburarv popularity rating, was tenth for the same period in Hooper's I .S. Ratings. Amos 'n Andy, eleventh in the popularity index, was sixth in U.S. Hoopers with an audience of 7.073.000 homes. Nielsen gives the team 8.089.000 homes in his 6-12 March report. If his I Please turn to page 67)
ZVRI is. T.S. Hoopvrating "Top Twenty'
Name of prograr
U.S. Hooperating*
Lux Radio Theater
23.33
Jack Benny
24.26
Godfrey's Talent Scouts
19.64
Walter Winchell
17.78
Mr. Keen
n.r.
Fibber McGee and Molly
23.31
My Friend Irma
17.82
Suspense
16.78
Amos 'n' Andy
18.80
Bob Hope
21.27
Mr. District Attorney
17.84
Crime Photographer
15.03
FBI in Peace and War
n.r.
Stop the Music (8:45-9 p.m.)
16.97
Stop the Music (8:30-8:45 p.m.)
n.r.
Sam Spade
n.r.
This Is Your FBI
n.r.
Duffy's Tavern
18.43
Mystery Theater
15.02
Fat Man
n.r.
Inner Sanctum
n.r.
Big Town
15.96
Phil Harris-Alice Faye
15.79
People Are Funny
15.74
Great Gildersleeve
15.14
Burns and Allen
15.00
Your Hit Parade
14.88
Rank Order
Hooper Nielsen
* U.S. Hooperatinns are average for t Nielsen Ratings are for week of represent total audience of over-fi n.r. — not released.
2 1 5
10
n.r. 3 9
12 6 4 8
17
n.r. 11
n.r.
n.r.
n.r. 7 18
n.r.
n.r. 13 14 15 16 19
20
months of January-February 1949. 6-12 March, the first National ve minutes.
1
2
3
4
5
6
7
8
9
11
10
12
13
14
15
16
17
21
18
19
20
50
28
26
35
36
58
Nielsen Ra+ingt
29.9
25.9
24.5
24.1
23.6
22.9
22.5
22.2
21.5
21.1
21.1
20.6
20.0
19.6
19.5
19.4
18.5
17.9
18.4
18.3
18.3
14.1
16.4
16.7
15.6
15.6
12.8
Nielsen ratings. They
6 JUNE 1949
23