I remember (thank you, John Quincy) a WTMA jingle which noted that the station was #1 by Hooper and Pulse. The old Hooperatings date back to the Golden Age of Radio, but they did pretty much what ratings do today: they measured the audience, and sent the numbers to advertisers, who planned their buys accordingly. Hooper’s methodology was simple: they’d call you up and ask you what you were listening to. (This was, I need hardly point out, way before Caller ID.) Pulse took a different approach: they did face-to-face interviewing, at least during their early days in New York. And both are gone now, Pulse having faded some time during the 1960s — that jingle, adapted from PAMS Series 18, dates from 1961 — and Hooper was taken over by A. C. Nielsen in 1951 and eventually phased out.
Nielsen is still the gold standard for TV ratings, which annoys TV broadcasters, who claim they’re being undercounted because of all those Internet viewers. So they’re forming their own ratings service:
Media participants in the consortium — including networks owned by NBC Universal, Time Warner, News Corp, Viacom, CBS, Discovery and Walt Disney — expect it to be operational by September.
They have pulled in Procter & Gamble and AT&T, the top and third-biggest US advertisers, and Unilever. The involvement of such big names highlights how urgently advertisers feel the need for better information to justify ads that run across multiple media platforms.
If this sounds a little like Fox taking inventory of the henhouse, well, it’s not the first time suspicions have been aroused. From the immortal “Chaos” by Arbogast and Ross (you can hear it here), fifty years ago:
Speedy Clip talkin’ at you from radio station KOS, Painted Radio K-OS, with the Speedy Clip show, the number-one program on the number-one station in the number-one city as rated by the number-one rating service, Numbers Incorporated, owned and operated by radio station KOS — and KOS-AM.
Nielsen will have its own Net-measuring tools in place within a couple of years, we’re told.