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(Studio) Importance of ratings to television shows noted. Following is 1st of 3 reports on subject.
REPORTER: Harry Reasoner
(NYC) Process of television rating, as done by A.C. Nielsen Company, described; use of demographics and sampling noted. (Nielsen film shown.) Nielsen's dropping of Joseph Groh from sampling panel, after he began sending in marked copies of "TV Guide", noted. [GROH - cites objections to sampling process.] [Nielsen spokesperson James LYONS - makes analogy of sampling, using bag of jelly beans as example] [ABC Research Services Vice President Marvin MORD - notes television industry considers Nielsen ratings accurate and monitoring of ratings by orgs. like Broadcast Ratings Council and Committee on Network television Ratings Measurements.] Networks' own ratings comparisons between national and local ratings compilations and how rating numbers are read detailed. (Scenes from TV show "Logan's Run", broadcast on CBS, shown.) Upcoming report on subject of ratings noted.
REPORTER: John Martin
- Martin, John;
- Reasoner, Harry
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