Word: crossleys
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Dates: during 1940-1949
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...radio's first year of war, there was no great change in public listening habits. The year's greatest audiences were drawn by Franklin Roosevelt. Greatest audience gains were made by news broadcasts. These were the rather obvious conclusions of the Cooperative Analysis of Broadcasting (Crossley) report for 1942.* Some other C.A.B. findings...
Time, familiarity, World War II and its problems have cut Amos 'n' Andy's 1939 audience (estimate: 40,000,000 weekly). Their latest Crossley rating is surpassed by about 60 nighttime programs. Even so, Campbell Soup was willing to continue them on a half-hour one-night-a-week basis. But "the boys," as they refer to themselves, were unwilling to swap programs in midseason...
...addition to its detailed tuning record, the Nielsen Radio Index can claim a further advantage over radio's two most successful audience surveys, the Crossley and Hooper, which get their information by telephone: the Nielsen Audimeter can tap the great rural majority of radio homes which are without telephone service. But not even the Audimeter can tell whether anyone is listening to a turned-on radio...
...Like the Crossley rating, Hooper's is based on a check of listeners by telephone: Hooper phones during a program, Crossley later. Crossley distributes calls by income groups; Hooper phones at random...
...Highest Crossley-rated Mrs. Know-it-all is a short, voluble bit of human voltage named Bessie Beatty,* a onetime San Francisco newspaper reporter, writer for women's magazines and editor of McCall's. From rough notes, busy Bessie ad libs over Mutual's WOR (11:15-12) on food, books, fashion, war news, people, places. Sometimes she gets kidded by Announcer Dick Willard and Husband Bill Sauter, a quiet, wisecracking ex-actor who contributes a felicitous conjugal note that draws plaintive queries from mismated listeners. Sometimes Bessie whips up half a program with prominent guest interviewees...