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 In the industry, the method was dubbed "telephone coincidence"; it superseded CAB's earlier method ("telephone recall") as the industry standard, and Hooper's prevalence eventually led to the 1946 dissolution of CAB.
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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.
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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
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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.
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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...".
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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
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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?"
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In 1949, the
Chagrin Valley Little Theater premiered a satire of contemporary radio by Everett Rhodes Castle titled "How's Your Hooper?".
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35:. Founded in 1934 by Claude E. Hooper (1898–1954), the company provided information on the most popular radio shows of the era.
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During the late 1940s the catchphrase "How's your Hooper?" was a well-known allusion to the size of a series' audience.
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http://thrillingdaysofyesteryeararchives.blogspot.com/2003/11/good-evening-anybodyheres-morgan.html
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depicts a speeding automobile with a radio antenna being overtaken by a Hooper employee in the
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listening to, and the program's sponsor. Using this data, biweekly ratings were compiled.
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https://www.newspapers.com/image/160584608/?terms=%22How%27s%2BYour%2BHooper%22
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Claude E. Hooper became well known for his radio audience measurement systems,
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Fordan, Robert C. (1998). Godfrey, Donald G.; Leigh, Frederic A. (eds.).
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Bird, William (July 1987). "Audience
Ratings: Radio, Television, Cable".
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Cleveland Plain Dealer, Sunday 13 November 1949, section D, page 29
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The survey method employed by Hooper was designed with the help of
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Webster, James; Phalen, Patricia & Lichty, Lawrence (2013).
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History of the Mass Media in the United States: An
Encyclopedia
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Norwalk, Connecticut (1957), apparently privately printed, at
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Sold on Radio: Advertisers in the Golden Age of
Broadcasting
399:(2001), newsletter of the American Library of Broadcasting
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Ratings
Analysis: Audience Measurement and Analytics
393:"How Nielsen and Arbitron Became the Ratings Kings"
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414:"HOOP" of HOOPERATINGS: The Man and His Work.
349:Chester, Giraud; Garrison, Garnet R. (1950).
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280:The Advertising and Business Side of Radio
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283:. Wildside Press LLC. pp. 164–168.
307:Historical Dictionary of American Radio
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23:was an American company which measured
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374:Thrilling Days of Yesteryear Archives
103:cartoon in the May 14, 1949 issue of
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449:. You can help Knowledge (XXG) by
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201:Blanchard, Margaret A. (2013).
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207:. Routledge. pp. 49–50.
180:. Routledge. pp. 22–25.
16:Audience measurement company
443:United States media company
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310:. Greenwood. p. 109.
256:. McFarland. p. 46.
81:Compared to the earlier
418:American Radio History
407:American Radio History
230:Technology and Culture
116:A 1947 radio skit has
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351:Radio and Television
21:C. E. Hooper Company
33:Golden Age of Radio
31:ratings during the
89:In popular culture
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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).
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