Radio: Neck & Neck

Pollster Claude Ernest Hooper threw a new scare into radio broadcasters. In Manhattan at the start of 1949, he reported last week, radio had some 81% of the nighttime broadcast audience, television only 19%. But by year's end radio's share of the nighttime audience was down to 59%, TV's up to 41%. The Hooperating was just what TV hucksters had been waiting to hear. Their flat prediction: TV's current U.S. audience of 12 million persons will be trebled by the end of 1950.


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