The Crossley ratings (or Crossleys) were an audience measurement system created to determine the

audience An audience is a group of people who participate in a show or encounter a work of art, literature (in which they are called "readers"), theatre, music (in which they are called "listeners"), video games (in which they are called "players"), or ...

size of radio broadcasts beginning in 1930. Developed by

Archibald Crossley Archibald Maddock Crossley (December 7, 1896 – May 1, 1985) was an American pollster, statistician, and pioneer in public opinion research. Along with friends-cum-rivals Elmo Roper and George Gallup, Crossley has been described as one of the f ...

, the ratings were generated using information collected by telephone surveys to random homes. In 1930, Crossley spearheaded the formation of the Cooperative Analysis of Broadcasting (CAB). The first national ratings service, CAB was supported by subscription and was at first available only to advertisers. Crossley's method of data collection essentially consisted of calling random households in selected cities and asking the respondent to recall what radio programs had been listened to at an earlier point: the previous day in Crossley's first surveys, later modified to a few hours earlier. The survey also divided the day into four listening periods (later known as dayparts), thus uncovering the fact that most radio listening at the time occurred in the evenings. In the industry, the method was known as "telephone recall" and the reports were called the "Crossley ratings" or simply the "Crossleys". The survey is alluded to during

Orson Welles George Orson Welles (May 6, 1915 – October 10, 1985) was an American director, actor, writer, producer, and magician who is remembered for his innovative work in film, radio, and theatre. He is among the greatest and most influential film ...

' opening narration for his famous 1938 radio dramatization of ''

The War of the Worlds ''The War of the Worlds'' is a science fiction novel by English author H. G. Wells. It was written between 1895 and 1897, and serialised in '' Pearson's Magazine'' in the UK and ''Cosmopolitan'' magazine in the US in 1897. The full novel was ...

'': "On this particular evening, October 30th, the Crossley service estimated that thirty-two million people were listening in on radios." In the mid-1930s a competing telephone survey method was developed, generally believed to be an improvement on the Crossley method. This method, described as "telephone coincidental", asked respondents what was being listened to at that moment. It was employed by C.E. Hooper, and the results became known as "Hooperatings". Although CAB eventually adopted the coincidental method, Hooperatings soon surpassed Crossley ratings in industry importance and by 1946 CAB was dissolved.

References

External links

"How Nielsen and Arbitron Became the Ratings Kings"
2001 article in ''Transmission'' newsletter of the American Library of Broadcasting

at ''American Radio History'' website History of radio in the United States 1930 introductions {{radio-comm-stub

See also

References

External links