Radio: New Sponsor

For the past 16 years, Hooperatings have served as the stock market of radio. Sponsors bought and disposed of entertainers largely on the basis of the fluctuations in their popularity reported by the semimonthly charts of C. E. Hooper, Inc. Other researchers, and in particular Chicago's A. C. Nielsen Co., indignantly charged that the Hooper system, based on phone calls and limited to 36 large cities, was both incomplete and subject to error "as high as 40%." Gadget-minded Arthur Nielsen in his surveys used Audimeters, which are attached to radios in selected homes and record on film the time, station...

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