Table of Contents

Contents: Foreword. Preface. CHART: The Rise and Fall of Major Ratings Services, 1930-1985. Radio Services - Pre-TV (1930-1946). Radio Services - Post-TV (1946-1987). Television Services (1946-1987). Ratings Methodologies: A Comparative Examination. Qualitative vs. Quantitative Ratings. Cable Ratings (1979-1987). Using Ratings Data. Ratings: Servant or Master? Government Intervention. What We Have Learned: 1930-1987. A Look to the Future. Appendices: Ratings Basics: Terms, Calculations, and Relationships. Offices and Services of Principal Syndicated Ratings Companies Operating on a National Basis. Audience Measurement Highlights. Methodological Studies and Assessments.

Reviews

"...a book which has long been needed, and the wait has been worthwhile."
—CHOICE"Until now, no general text was available to trace the history of broadcast ratings, explain their methods, answer their critics, and list the competitors....a valuable reference work and overview of the business..."
—American Demographics"...will serve students of the media, marketing and advertising well...will long retain the status of an irreplaceable resource."
—Public Opinion Quarterly"Hugh Beville has written the definitive book on the subject of ratings research...a volume that will stand as the best, authoritative reference work in this field...The reader comes away with an excellent grasp of the broadcasting industry as a whole, as well as an incredibly detailed education about ratings...an invaluable read for every executive in our business or any person who aspires to such a role."
—Lee Rich
President, Lorimar