No Guesswork Here

Radio Record, Volume III, Issue 43, 9 May 1930, Page 32

No Guesswork Here

Radio Statistics r : THE big national advertisers in the : United States who have been. spending up to eight million doliars a year in time and talent for broadcasting over the air, in the hope of securing a commensurate return, are beginning to inquire definitely into the results secured from their public. They want to know whether they are getting. value for the money they are spending, and the effect they are producing upon the public which listens to their programmes and announcements, 4 Arrangements have thereforcgbeen made to "take the guess" out i ee position by employing field works in 50 sections of the United States to interview owners of radio sets. The move is being made under the auspices of the Association of National Advertisers. It is intended that the field work will cover a full year, during which 52,000 interviews are to be reported. During one week of each month interviews will be gathered for every day of the week. The tistening habits of listeners will be tabulated by sex, by age groups, by financial classes, and by other divisions. It is hoped that the results secured will be of such value as to lead to a permanent organisation of broadcasting stations to provide an audit of radio listeners. It is difficult, however, to see how this can be done, having regard to economy. oa