NIELSEN BEGINS RATINGS; 'LUX,' 'LONE RANGER' LEAD

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A.C. Nielsen Co. this week in April 1949 introduced its National Nielsen-Rating, showing the number of homes reached by sponsored network programs on a continuous weekly basis. The figures for the number of homes that listen to each show are obtained by applying the rating to 37.6 million-the 1948 estimate of the total number of radio homes. If the cost of a show is known, it is thus possible to determine the number of homes reached per dollar spent. By a wide margin, "Lux Radio Theater" continues to lead evening programs. "Lone Ranger," sponsored by General Mills, leads the multiweek program list and Arthur
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