Day to day Quote by Judith C. Waller

““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.””

— Judith C. Waller