Word: audilogs
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Dates: during 1963-1963
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Lights & Buzzers. Yet from the confusion, a picture of Nielsen's operation slowly, fuzzily emerged. The company's "sample universe" is peopled with two species of audience: Audimeter families and Audilog-Recordimeter families. In some 1,100 U.S. homes (selected by computer), all radios and television sets are monitored continuously by Audimeters-black boxes about the size and shape of a car battery. Each Audimeter comes equipped with eight weeks' worth of film, which records the family's listening and viewing activity. When a spool of film is replaced (either weekly or every other week, according...
...Audilog-Recordimeter family has a more challenging role to play. Planted in some 12,000 homes, the Recordimeter, a small, clocklike instrument, tots up the number of hours the radio or television set is operating. But it cannot tell what channel or station the set is tuned to. Every half hour, if the set is on, the Recordimeter briskly rouses the absorbed or snoring viewer by flashing a white light behind the picture tube. Radio listeners are alerted by a buzzer. At this signal, the viewer is supposed to pick up his Audilog, a soft-backed book with a page...
...Audilog yielded this entry: "Turned TV on this morning so baby could watch it. I had too much to do to day because I had to go away for a while." Nielsen counted the baby's viewing times as valid in its rating equation...
...Diego woman recorded in her Audilog that she kept her radio going most of the day, and "my dog enjoys it as much as a dog can." Nielsen's research division manager, Henry Rahmel, explained: "We don't count dogs in our au-'dience sample," but admitted that the entry was counted...
Richardson moved on to the company's handling of the data itself. In a Nielsen report on a local television market, Recordimeter data must jibe with Audilog entries only one day in five to have that day counted as valid. In radio, though, if one day on a Monday-Friday basis is "bad," the entire period is discarded...
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