Word: arbitron
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...their desks, then shut their eyes and turned the tallies face down, as if they hoped the whole thing would go away. Like scientists who had discovered that rain also falls up, they could not believe what they were seeing. Last week, however, the two rating services, Nielsen and Arbitron, confirmed their fears: in 1977, for the first time in history, television viewing declined...
...daytime audiences, the numbers were startling. From November 1976 to November 1977, Nielsen put the dropoff at 6.4%-roughly equivalent to the combined populations of Detroit and San Francisco. The Arbitron figures were even more dramatic. From 9 a.m. to noon, they said, viewing was down 11%-or goodbye Chicago. The arithmetic for the prime-time evening hours was less dramatic, but significant nonetheless. Nielsen said the nighttime decline was 3.1%; Arbitron said...
...night last week 60 million Americans, according to the Arbitron Ratings, tuned in ABC to watch a nine-year-old movie. True, it was a movie of presold quality-The Bridge on the River Kwai-but there was no mistaking the meaning of it all: when it comes to television entertainment, movies are better than everything...
...survey of the show's "commercial effectiveness," presumably by polling viewers. Such an analysis is commonly made by sponsors if not by producers. In any case, Lowe noted, it is "ridiculous and incredible to believe that Carol Channing should need any help," because in both the Nielsen and Arbitron ratings, her special outdrew the second-place show in the time slot by millions of viewers. And even if somebody wished to rig the ratings, it would seem ridiculous for him to pay by check...