Word: hooper
(lookup in dictionary)
(lookup stats)
Dates: all
Sort By: most recent first
(reverse)
...Many? Hooper, Inc. also had a partial answer to the most tantalizing question of all: How many people hear a broadcast? Since no one knows the exact number of radio sets in the U.S. there can be no really accurate estimate of the total number of listeners. The results of the Hooper surveys represent a percentage of the total homes in the listening area...
...Hooper last week announced the results of what he called "an attempt to do the impossible"-to estimate the number of adult listeners for each of President Roosevelt's fireside chats since 1936. To delegates at the N.A.B. convention in Cleveland, he distributed a red-white-&-black graph (a copy of one already presented to the President), which traced the listening history of Roosevelt broadcasts...
Starting at a low of 6,300,000 listeners (Hooper rating, 9.7) on June 10, 1936, the President wandered over graphic foothills for four years, suddenly leaped to a peak of 42,500,000 listeners (57.0) for the Stab-in-the-Back broadcast of June 10, 1940. As national self-absorption went down, Presidential audiences went up- 43,900,000 (59.0) for the Arsenal of Democracy Speech; 53,800,000 (69.8) for the Declaration of National Emergency; 62,100,000 (79.0) for the War Message...
Basic figure in such audience estimates is the Hooper rating, a percentage arrived at by the simplest of cross-section sampling. To get a rating, 120 Hooper field workers (all former telephone girls) in 32 key cities make phone calls at a rate of 3,000 an hour during the broadcast being checked. They ask three questions: "Were you listening to your radio just now? To what program? Over what station?" Homes which don't answer are counted as non-listeners...
...From the Hooper rating, Hooper statisticians worked out the estimated audience for each Roosevelt speech by giving due weight to consideration of season, network, region and day of the week, time of the day, other factors. Major difference between the Hooper and the C.A.B. system, which is more often quoted in the industry, is that all Hooper calls are made during the broadcast (coincidental method), C.A.B. calls are made after the broadcast (recall method...