Word: nielsens
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...ratings skidded. In March the Academy of TV Arts and Sciences heaped him and his program with five Emmy awards, but ABC's Bandleader Lawrence Welk, on the air at the same hour, had already cut deeply into Ihe Caesar audience.* Last month his audience shrank by Nielsen figures to 5,800,000 TV homes. For a show that cost only $5,000 more a week, Perry Como's sponsors were getting viewers in 13,870,000 homes. Caesar had become a luxury no advertiser could afford...
...Strung Up. The people like Ernie so fine that they have made him the only newcomer to Nielsen's sacrosanct Top Ten this year. His canonization among the highly mortal immortals of TV has been a triumph-if that is the word-of manner. Ford has the warmth and expansiveness of a Baptist revivalist, some of the relentless cracker-barrel wit of an Alben Barkley or Will Rogers. No hayseed, he has parlayed his deep-dish Southern accent and soft, self-deprecatory ways into hard money. Says his manager: "He appeals to old people with his hymns and spiritual...
...Denmark's mustached Kurt Nielsen, 26, sometime madcap of the amateur-tennis circuit, minded his manners all the way through the U.S. indoor championships, foiled Dick Savitt's comeback in the semifinals, overpowered California's Herb Flam in the finals...
...most eloquent, hard-hitting critics of the ratings are the services themselves-when speaking of their competitors. Nielsen, for example, argues that human error, bias and forgetfulness work against the accuracy of the others' methods. He says also that their samples are usually unreliable. In special surveys, he has tested the accuracy of the other methods by the yardstick of his own and says that all three fall wide of the mark. Nielsen's rivals-who also rap each other's techniques-seize on the fact that Nielsen's national system measures the tuning of sets...
What Ratings Can't Do. The ideal system, according to CBS President Frank Stanton, would be "to get a Nielsen rating the morning after." The industry now waits almost a month for the reports. Nielsen has devised an Audimeter that can transmit readings instantly to Nielsen offices by leased lines and, at the request of TV brass, is preparing an estimate of what his service would cost on an instantaneous or overnight basis. He holds hope that it may be economically feasible...