ERIC Number: ED230945
Record Type: RIE
Publication Date: 1983-Aug
Reference Count: 0
Audience Research in American Broadcasting: The Early Years.
The basic arrangements and practices of American broadcast audience research and measurement were established during the first decade (1920-29) of the field's existence, and were motivated by commercial and competing institutional concerns within the broader context of evolving forms of imagination and expression. A review of the evidence found in early journals and industry promotion pieces reveals three stages in the development of audience research and measurement. Initial attempts consisted of piecemeal tallies by broadcasters who sought to register the country's growing fascination with radio. The tallies were superseded by more formal and extensive research efforts once the networks and academicians began to employ research as a device to promote radio and their standing among its users. At that point, concerned with protecting their own positions in the fledgling industry, advertisers supported the formation of the Cooperative Analysis of Broadcasting (CAB), radio's first "rating" service. Although stability in the relations among advertisers, broadcasters, and researchers was not achieved until the 1940s, the activities and commitments of the CAB served both to confirm audience research in its role as the central symbolic template of broadcast advertising and to define the issues that animated the development of the field. (FL)
Publication Type: Information Analyses; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Audience Research; Media History
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Commnication (66th, Corvallis, OR, August 6-9, 1983).