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Contents: Foreword. Preface. CHART: The Rise and Fall of Major Ratings Services, 1930-1985. Radio Services - Pre-TV (1930-1946). Radio Services - Post-TV (1946-1987). Television Services (1946-1987). Ratings Methodologies: A Comparative Examination. Qualitative vs. Quantitative Ratings. Cable Ratings (1979-1987). Using Ratings Data. Ratings: Servant or Master? Government Intervention. What We Have Learned: 1930-1987. A Look to the Future. Appendices: Ratings Basics: Terms, Calculations, and Relationships. Offices and Services of Principal Syndicated Ratings Companies Operating on a National Basis. Audience Measurement Highlights. Methodological Studies and Assessments.
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