Abstract

Radio: Battle of the Ratings
Morse, Arthur D. | October 2, 1948 issue

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This article focuses on the rating of popularity of the radio programs in the United States. The author describes that the tremendous emphasis placed upon it by sponsors, advertising agencies, and networks is bound to have an effect on programming, and this enlists the interest of the set owner. The purpose of rating is to measure their commercial effectiveness, and quality and commercialism are too often antithetical. The competition is between C.E. Hooper and A.C. Neilsen, owners of different radio programs.

See Also:

RADIO programs; RATING; SPONSORS; ADVERTISING agencies; COMPETITION; RADIO broadcasting
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