A DFWRadioArchives exclusive - radio ratings for Dallas from the 1930's and 40's!

The "Crossley" ratings, as they were referred to, were actually produced by the Cooperative Analysis of Broadcasting, Inc. and were compiled by randomly calling residents of a city and asking them what radio stations or shows they had recently been listening to.

These ratings were produced primarily for the networks (NBC and CBS at the time), and program sponsors.  Radio in this era was not about formats - it was about the programs - the dramas, comedy shows, musicals, newscasts, soap operas that made radio the family's entertainment before the arrival of television. 

Keep in mind there were only a handful of radio stations at the time, so many figures seem outrageously high compared to what is normal now in a market of over 40 rated signals.

Here is a page from the May-June 1945 report:

Because the Crossley ratings were so different from today's radio ratings, the raw Crossley data that cover several different dayparts have been recalculated to a number that can be apporoximated to current full-week "audience share" estimate.
 

** Station did not have more that 5.0% of listening in any daypart.
 

** Station did not have more that 5.0% of listening in any daypart.
 

** Station did not have more that 5.0% of listening in any daypart.
 

** Station did not have more that 5.0% of listening in any daypart.

** Station did not have more that 5.0% of listening in any daypart.
 

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