archive2009-14.pdxradio.com » Portland Radio

Vintage Portland "PULSE" Ratings

(26 posts)
  • Started 10 years ago by Craig_Adams
  • Latest reply from Craig_Adams

  1. Craig_Adams
    Radio historian

    Recently in a E-Mail Tiger Tom Murphy told me, casually that while re-arranging his radio memorabilia, he came across something that had been lost. You can well imagine what he must have being in radio for so many years. Well, the lost something turned out to be 13 Portland Pulse Rating books between 1960 & 1964! I just about died!

    For readers that don't know, these books were used to sell radio time at stations and then thrown out when newer books arrived. Ratings were never really documented the way they are today on-line. These might be the only copies still in existence! I asked him if he would be willing to send them to me, so I could make copies and share them on-line with pdxradio readers. He said yes! All yesterday morning I was photo copying. The the 13 books are over an inch thick as copies.

    Ratings are divided up into quarter hours but here's the fantastic thing about all this, Pulse listed who or what program was on the air for the rating! This makes it so much better because some DJ's would move around. There is SOOO much information sliced into quarter hours, that I'm going to take requests from posters on what You'd like to see. Name a DJ or program you'd be interested in ratings. Right now I'm going to feature some quarter hours from 1960 for everyone to kinda get into this. Lets start with the oldest quarter hour first:

    6:00AM TO 6:15AM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
    1. KEX 3.9 Barney Keep - 26 share.
    2. KOIN 3.4 Koin Klock - 22 share.
    2. KISN 3.4 Hal Raymond - 22 share.
    4. KGW 1.2 Bill Davis - 8 share.
    5. KWJJ 0.9 Art Morey Newsreel - 6 share.
    5. KXL 0.9 Morning Overture - 6 share.
    7. KPOJ 0.5 Larry Kilburn - 3 share.
    7. KLIQ 0.2 Morning Melodies - 1 share.

    7:15AM TO 7:30AM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
    1. KISN 7.6 Hal Raymond - 23 share.
    2. KEX 7.5 Barney Keep - 23 share.
    3. KOIN 7.2 Headline News - 22 share.
    4. KGW 2.7 Bill Davis - 8 share.
    5. KPOJ 1.8 Larry Kilburn - 6 share.
    6. KXL 1.6 Morning Overture - 5 share.
    6. KWJJ 1.6 Music & News - 5 share.
    8. KLIQ 0.3 Bob McAnulty - 1 share.
    8. KGON 0.3 America's Top Tunes - 1 share.
    8. KPDQ 0.3 Bible Fellowship - 1 share.

    10:30AM TO 10:45AM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
    1. KISN 6.5 Bob Stevens - 22 share.
    2. KEX 5.5 Russ Conrad - 19 share.
    3. KOIN 4.3 Couple Next Door (CBS) - 15 share.
    4. KGW 2.8 Emphasis, R.H. Peck - 10 share.
    5. KXL 2.2 Serenade In The Morning - 8 share.
    6. KWJJ 2.1 Sammy Taylor - 7 share.
    7. KPOJ 1.8 Chuck Bernard - 6 share.
    8. KLIQ 0.7 Jim Ameche - 2 share.
    9. KPDQ 0.6 Back To The Bible - 2 share.
    10. KGON 0.4 Carlton Fredericks - 1 share.

    NOON TO 12:15PM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
    1. KISN 6.6 Mike Phillips - 24 share.
    2. KOIN 5.6 Noon News - 20 share.
    3. KEX 4.2 Russ Conrad - 15 share.
    4. KXL 2.3 News - 8 share.
    5. KGW 2.1 R.H. Peck - 8 share.
    6. KPOJ 1.7 Today's News -6 share.
    7. KWJJ 1.5 Paul Harvey News (ABC) - 5 share.
    8. KPDQ 0.8 Haven of Rest - 3 share.
    9. KLIQ 0.6 Les Malloy - 2 share.
    10. KGON 0.5 Vignettes, Top Tunes - 2 share.

    1:45PM TO 2:00PM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
    1. KISN 5.7 Mike Phillips - 26 share.
    2. KEX 3.9 Russ Conrad - 18 share.
    3. KOIN 2.4 Arthur Godfrey (CBS) - 11 share.
    4. KXL 2.1 Serenade In The Afternoon - 9 share.
    4. KGW 2.1 R.H. Peck - 9 share.
    6. KPOJ 1.8 Mark Allen - 8 share.
    7. KWJJ 1.0 Flair (ABC) - 5 share.
    8. KPDQ .8 Master's Melodies - 4 share.
    9. KLIQ 0.7 Les Malloy - 3 share.
    10. KGON 0.4 1520 Albums - 2 share.

    4:00PM TO 4:15PM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
    1. KISN 7.1 Jack Par - 29 share.
    2. KOIN 4.1 Art Kirkham - 17 share.
    3. KEX 3.9 Lee Smith - 16 share.
    4. KGW 2.1 Wes Lynch - 9 share.
    5. KXL 1.9 Sign Off Limelight - 8 share.
    6. KPOJ 1.7 Bob Blackburn's Jamboree - 7 share.
    7. KWJJ 0.9 Frank Tyrer - 4 share.
    8. KPDQ 0.8 Master's Melodies - 3 share.
    9. KGON 0.3 Vignettes, 1520 Albums - 1 share.
    9. KLIQ 0.3 Dick Desmond - 1 share.

    5:00PM TO 5:15PM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
    1. KISN 6.3 Jack Par - 28 share.
    2. KEX 4.1 Lee Smith - 18 share.
    3. KOIN 3.5 Lowell Thomas Sports (CBS) - 15 share.
    4. KGW 2.3 Wes Lynch - 10 share.
    5. KPOJ 1.9 Bob Blackburn's Jamboree - 8 share.
    6. KWJJ 1.3 News with Don Kneass - 6 share.
    7. KXL 0.9 Sign Off Limelight - 4 share.
    8. KGON 0.4 The Wall Street Report (MBS) - 2 share.
    8. KPDQ 0.4 Organ & Chimes - 2 share.
    10. KLIQ 0.3 Dick Desmond - 1 share.

    7:00PM TO 7:15PM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
    1. KISN 6.5 Tom Murphy - 35 share.
    2. KEX 3.6 Bob Liddle - 19 share.
    3. KGW 2.8 Jerry Rasmussen - 15 share.
    4. KOIN 2.5 Amos & Andy (CBS) - 13 share.
    5. KPOJ 1.3 Dick Novak's Rhythm Room - 7 share.
    6. KWJJ 0.3 The Holy Rosary - 3 share.
    6. KGON 0.3 Capitol Assignment, The World Today (MBS) - 2 share.
    KXL, KLIQ, KPDQ past sunset.

    9:45PM TO 10:00PM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
    1. KISN 6.3 Tom Murphy - 45 share.
    2. KEX 2.2 Program PM - 16 share.
    3. KPOJ 1.8 Dick Novak's Rhythm Room - 13 share.
    4. KGW 1.5 Jerry Rasmussen - 11 share.
    5. KOIN 1.1 The Big Show - 8 share.
    6. KGON 0.4 Music Beyond The Stars - 3 share.
    7. KWJJ 0.3 Little Chur - 2 share.
    KXL, KLIQ, KPDQ past sunset.

    Posted on July 18, 2009 - 05:37 AM #
  2. semoochie
    Member

    What a rush! Thanks for sharing this, Craig. In the back of my head, I'm thinking that Jim was Don Ameche's brother! Notice how large the KISN listenership was. Now, think how much larger it would be if they included all their listeners under the age of 12(assuming they didn't)! If I'm any indication, that's another 6 years of ratings and it was MY choice!

    Posted on July 18, 2009 - 11:18 AM #
  3. tbone
    Member

    This may be a lame question, but what does the decimal number next to the station call sign indicate?

    Posted on July 18, 2009 - 12:25 PM #
  4. skeptical
    Member

    It looks like Barney Keep was the only one that could give KISN a bit of competition.

    Posted on July 18, 2009 - 12:49 PM #
  5. tadc
    Member

    IIRC the first number is the raw rating - percentage of all radios in portland that are tuned to that station. The 2nd, 'share' is the percentage of the reporting books, so the percentage of 'active' listeners/sets.

    So in the last group,

    1. KISN 6.3 Tom Murphy - 45 share.

    Tom had 6.3 percent of all radios in Portland, which was 45 percent of the people listening to the radio at the time.

    Posted on July 18, 2009 - 12:57 PM #
  6. Andy_brown
    Member

    The first number, percentage of all radios tuned to some frequency is the one I never believed. How does anyone come up with that number? More precisely, how do they know how many radios there are let alone how many are tuned to any specific frequency at any specific time, quarter hour wise or not.

    Ratings are total bullshit in my opinion. I've always failed to see beyond a bunch of bean counters paid to take the book results and generate (through devious statistical interpretation) a bunch of numbers representing quantities that are based on way too many ambiguous assumptions.

    I've had plenty of math education, and I've never seen a factual explanation supporting the accuracy of ratings. Just a bunch of vague doubletalk if you ask me. If you want to really know who's listening to what, you have to go out on the street and ask people. Ex-rocket/blazer longtime radio sales guy Greg Smith couldn't explain it to me. Two sales managers at Magic 107 couldn't explain it to me. Several saleswunderkids at KATU couldn't explain it.

    Victor Ives told me not to try and figure it out. It's what we've got to work with, so run with it. At least he was being honest.

    Live by those numbers, die by them.

    Posted on July 18, 2009 - 01:53 PM #
  7. tadc
    Member

    Well *in theory* (and I'm sure you already know this), if you have a large enough sample and your sample group is *completely random* (therefore accurately representative of the population as a whole), you can extrapolate the true stats from your sample.

    Of course the trick is getting a sample group that accurately represents the overall population.

    Posted on July 18, 2009 - 02:00 PM #
  8. Alfredo_T
    Member

    More realistically, then, that first number is the percentage of all people surveyed who reported listening to that station in that timeslot. We don't know the sampling methodology. However, as those ratings were all that people "had to work with," they had to assume that the sample was representative of the radio listening public.

    Posted on July 18, 2009 - 02:31 PM #
  9. Andy_brown
    Member

    "assume"

    See. Now you're doing it.

    Posted on July 18, 2009 - 02:51 PM #
  10. semoochie
    Member

    I was under the impression that a rating was based on the total population possessing a radio and a share referred to the total that were listening at a given time.

    Posted on July 18, 2009 - 03:00 PM #