62:), whose input Hooper later acknowledged as key. It differed from the method being used by the advertising industry service, the Cooperative Analysis of Broadcasting (CAB); in particular, Clark-Hooper's method involved contacting listeners during the shows being analyzed as opposed to the following day. In the industry, the method was dubbed "telephone coincidence"; it superseded CAB's earlier method ("telephone recall") as the industry standard, and Hooper's prevalence eventually led to the 1946 dissolution of CAB.
435:
85:, Hooperatings had the advantage of not depending on respondents remembering what they had listened to earlier in the day. However, they still only sampled an urban rather than rural population. They also failed to account for the millions of households at the time which had a radio set but no telephone.
77:
The C. E. Hooper
Company collected data using telephone surveys conducted across 36 cities, during the last 13 minutes of each quarter hour broadcast period. Respondents would be asked whether they were presently listening to the radio, and if they were, to identify the program and station they were
50:
until 1934, when he left to start a research company with colleague
Montgomery Clark, Clark-Hooper. In the fall of 1934, the company launched syndicated radio measurement services in 16 cities. Clark left the business in 1938 and Hooper continued the firm as C. E. Hooper, Inc.
124:
sarcastically discussing each other's radio shows. Morgan says " … by the way, how's your Hooper rating?", to which Stang replies "Wells, it's eh...ehh...aw, that rating doesn't mean a thing...".
65:
In 1948, as the radio networks began venturing into television, Hooper began measuring TV ratings as well. In
February 1950, the company was bought by competitor
46:". Before beginning work in radio measurement, Hooper was an auditor of magazine circulation. Hooper worked within the market research organization of
500:
476:
113:
of a motorcycle who is shouting "We're from the Hooper Survey, sir. Do you have your radio on, and if so what program are you listening to?"
96:
In 1949, the
Chagrin Valley Little Theater premiered a satire of contemporary radio by Everett Rhodes Castle titled "How's Your Hooper?".
377:
392:
35:. Founded in 1934 by Claude E. Hooper (1898–1954), the company provided information on the most popular radio shows of the era.
315:
288:
261:
212:
185:
469:
421:
93:
During the late 1940s the catchphrase "How's your Hooper?" was a well-known allusion to the size of a series' audience.
334:
462:
495:
442:
100:
378:
http://thrillingdaysofyesteryeararchives.blogspot.com/2003/11/good-evening-anybodyheres-morgan.html
117:
109:
depicts a speeding automobile with a radio antenna being overtaken by a Hooper employee in the
305:
278:
402:
251:
202:
175:
78:
listening to, and the program's sponsor. Using this data, biweekly ratings were compiled.
8:
32:
450:
311:
284:
257:
208:
181:
138:
82:
143:
446:
335:
https://www.newspapers.com/image/160584608/?terms=%22How%27s%2BYour%2BHooper%22
105:
38:
Claude E. Hooper became well known for his radio audience measurement systems,
489:
55:
47:
121:
304:
Fordan, Robert C. (1998). Godfrey, Donald G.; Leigh, Frederic A. (eds.).
228:
Bird, William (July 1987). "Audience
Ratings: Radio, Television, Cable".
59:
28:
66:
363:
Cleveland Plain Dealer, Sunday 13 November 1949, section D, page 29
133:
54:
The survey method employed by Hooper was designed with the help of
110:
174:
Webster, James; Phalen, Patricia & Lichty, Lawrence (2013).
204:
History of the Mass Media in the United States: An
Encyclopedia
434:
416:
Norwalk, Connecticut (1957), apparently privately printed, at
24:
253:
Sold on Radio: Advertisers in the Golden Age of
Broadcasting
399:(2001), newsletter of the American Library of Broadcasting
177:
Ratings
Analysis: Audience Measurement and Analytics
393:"How Nielsen and Arbitron Became the Ratings Kings"
173:
169:
167:
165:
163:
161:
159:
487:
156:
348:
344:
342:
470:
414:"HOOP" of HOOPERATINGS: The Man and His Work.
349:Chester, Giraud; Garrison, Garnet R. (1950).
339:
477:
463:
280:The Advertising and Business Side of Radio
297:
245:
243:
200:
283:. Wildside Press LLC. pp. 164–168.
194:
307:Historical Dictionary of American Radio
276:
23:was an American company which measured
501:United States mass media company stubs
488:
303:
270:
240:
374:Thrilling Days of Yesteryear Archives
103:cartoon in the May 14, 1949 issue of
88:
429:
227:
249:
221:
13:
14:
512:
386:
433:
366:
201:Blanchard, Margaret A. (2013).
357:
324:
1:
333:, 7 March 1950. Part 2, p. 1
207:. Routledge. pp. 49–50.
180:. Routledge. pp. 22–25.
149:
449:. You can help Knowledge by
16:Audience measurement company
7:
443:United States media company
127:
10:
517:
428:
310:. Greenwood. p. 109.
256:. McFarland. p. 46.
72:
81:Compared to the earlier
418:American Radio History
407:American Radio History
230:Technology and Culture
116:A 1947 radio skit has
277:Midgley, Ned (2008).
496:Audience measurement
351:Radio and Television
21:C. E. Hooper Company
33:Golden Age of Radio
31:ratings during the
89:In popular culture
458:
457:
331:Los Angeles Times
317:978-0-313-29636-9
290:978-1-4344-7176-5
263:978-0-7864-5176-0
250:Cox, Jim (2008).
214:978-1-135-91742-5
187:978-1-136-28213-3
508:
479:
472:
465:
437:
430:
380:
370:
364:
361:
355:
354:
346:
337:
328:
322:
321:
301:
295:
294:
274:
268:
267:
247:
238:
237:
225:
219:
218:
198:
192:
191:
171:
139:Crossley ratings
83:Crossley ratings
516:
515:
511:
510:
509:
507:
506:
505:
486:
485:
484:
483:
426:
389:
384:
383:
372:Transcribed in
371:
367:
362:
358:
347:
340:
329:
325:
318:
302:
298:
291:
275:
271:
264:
248:
241:
226:
222:
215:
199:
195:
188:
172:
157:
152:
144:Nielsen ratings
130:
91:
75:
17:
12:
11:
5:
514:
504:
503:
498:
482:
481:
474:
467:
459:
456:
455:
438:
424:
423:
412:Nye, Frank W.
410:
403:Hooper reports
400:
388:
387:External links
385:
382:
381:
365:
356:
353:. p. 102.
338:
323:
316:
296:
289:
269:
262:
239:
220:
213:
193:
186:
154:
153:
151:
148:
147:
146:
141:
136:
129:
126:
106:The New Yorker
90:
87:
74:
71:
40:Hooper Ratings
15:
9:
6:
4:
3:
2:
513:
502:
499:
497:
494:
493:
491:
480:
475:
473:
468:
466:
461:
460:
454:
452:
448:
445:article is a
444:
439:
436:
432:
431:
427:
422:
419:
415:
411:
408:
404:
401:
398:
394:
391:
390:
379:
375:
369:
360:
352:
345:
343:
336:
332:
327:
319:
313:
309:
308:
300:
292:
286:
282:
281:
273:
265:
259:
255:
254:
246:
244:
235:
231:
224:
216:
210:
206:
205:
197:
189:
183:
179:
178:
170:
168:
166:
164:
162:
160:
155:
145:
142:
140:
137:
135:
132:
131:
125:
123:
119:
114:
112:
108:
107:
102:
97:
94:
86:
84:
79:
70:
68:
63:
61:
57:
56:George Gallup
52:
49:
48:Daniel Starch
45:
41:
36:
34:
30:
26:
22:
451:expanding it
440:
425:
417:
413:
406:
396:
373:
368:
359:
350:
330:
326:
306:
299:
279:
272:
252:
233:
229:
223:
203:
196:
176:
122:Arnold Stang
118:Henry Morgan
115:
104:
101:George Price
98:
95:
92:
80:
76:
67:A.C. Nielsen
64:
53:
44:Hooperatings
43:
39:
37:
20:
18:
397:Transmitter
395:article in
60:Gallup Poll
490:Categories
150:References
29:television
236:(3): 705.
420:Website
134:Arbitron
128:See also
409:website
111:sidecar
314:
287:
260:
211:
184:
73:Method
441:This
376:blog
58:(see
25:radio
447:stub
312:ISBN
285:ISBN
258:ISBN
209:ISBN
182:ISBN
120:and
42:or "
27:and
19:The
405:at
492::
341:^
242:^
234:28
232:.
158:^
99:A
69:.
478:e
471:t
464:v
453:.
320:.
293:.
266:.
217:.
190:.
Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.