ory. From there they asked the residents to recall what programs they had been listening to. This was a start, but also a rough one due to the problem of forgetfulness. Even though this is more accurate than asking a person what they had listened to the night before, the human memory is not always correct or reliable. These methods of the CAB operated until 1946 when another company saw the opportunity at hand and seized the chance to begin a more accurate and more productive way to measure the audience. This new company called the C. E. Hooper introduced the telephone coincidental method, which is very similar to the telephone recall method in that household residents were asked if they were currently listening to the radio and what station or program they were tuned in to. This method was more accurate in that the questioned would not have to rely on their not so dependable memory. The results of this survey called Hooperatings were then sold to advertising agencies and broadcasters. This is as far as person-to-person telephone surveying went. From here on most if not all audience
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