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How to Measure
Total Radio
New research report, prepared
for NAB, outlines methods that can be applied
A partial answer to radio's own $64,000 question — how to measure the listening audience more completely and more accurately — can be found in a new report on "Radio Audience Measurement," issued by the National Association of Broadcasters.
The study, which sheds new light on both the aims and present techniques of audience measurement, is expected to attract the attention of all those concerned with radio — from timebuyers and their clients, to station salesmen and the ratings services themselves.
One of the things the report
stresses in measuring radio today is the necessity of gauging the out-ofhome audience. Another important element is the need to measure the listening of each member of the household.
Prepared for NAB by Robert T. Bower, director of the Bureau of Social Science Research Inc., Washington, D. C, the study was presented to the association's Radio Board by E. K. Hartenbower, general manager, KCMO Kansas City, Mo. Mr. Hartenbower is chairman of NAB's Radio Research Committee.
There are three basic requirements, the report states, for measur
ing the total radio audience:
• A method must be loimd to combine out-of-home measurements Avith in-home measinements to form an integrated picture of all listening.
• For the sake of accuracy and completeness, the individual
(instead of sets-in-use or families) should be used as the unit of measurement.
• The individual should be surveyed as part of a household, with final estimates based on total households in an area.
"Undoubtedly the most difficult part of radio listening to measure is
U. S. RADIO
March 1958
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