Measurement of television utilization

Summary Measurement of effectiveness and the extent of use are the two principal means of assessing television utilization. Television programs are generally as effective or slightly more effective than regular instruction. The value of increased utilization of television programs has been difficult to assess because of the difficulties of measuring audiences and giving meaning to the values obtained. A proposed audience measurement technique was developed and applied to television installations in New York State. On December 7, 1960, all schools in the State reported on the television programs that they watched on that date. Tables in this article presented utilization figures for all television broadcast programs and closed-circuit installations and for one kinescope utilization activity.