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" It is interesting to note that in announcing the formation of the National Broadcasting Company, the Radio Corporation of America published a newspaper advertisement on September 14, 1926 which contained the following significant statements:
Any use of radio transmission which causes the public to feel that the quality of programs is not the highest, that the use of radio is not the broadest and best use in the public interest, that it is used for political advantage or selfish power will be detrimental to the public interest in radio and, therefore, to the Radio Corporation of America.
The purpose of the (National Broadcasting) Company will be to provide the best programs available for broadcasting in the United States.
In order that the National Broadcasting Company may be advised as to the best type of program, that discrimination may be avoided, the the public may be assured that the broadcasting is being done in the fairest and best way, always allowing for human frailties and human performance, it has created an Advisory Council. "
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19
" In the opinion of the A. C. Nielsen Company, the ideal radio research service must:
1. Measure the entertainment value of the program (probably best indicated by the size of the audience, bearing in mind the scope of the broadcasting facilities).
2. Measure the sales effectiveness of the program.
3. Cover the entire radio audience; that is:
a. All geographical sections.
b. All sizes of cities.
c. Farms.
d. All income classes.
e. All occupations.
f. All races.
g. All sizes of family.
h. Telephone and non-telephone homes, etc., etc.
4. Sample each of the foregoing sections of the audience in its proper portion; that is, there must be scientific, controlled sampling — not wholly random sampling.
5. Cover a sufficiently large sample to give reliable results.
6. Cover all types of programs.
7. Cover all hours of the day.
8. Permit complete analysis of each program; for example:
a. Variations in audience size at each instant during the broadcast.
b. Average duration of listening.
c. Detection of entertainment features or commercials which cause gain or loss of audience.
d. Audience turnover from day to day or week to week, etc., etc.
9. Reveal the true popularity and listening areas of each station and each network; that is, furnish an "Audit Bureau of Circulations" for radio.
A study was made by A. C. Nielson Company of all possible methods of meeting these specifications. After careful investigation, they decided to use a graphic recording instrument known as the "audimeter" for accurately measuring radio listening. . . .
The audimeter is installed in radio receivers in homes. "
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