In the early days of network radio broadcasting,

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In the early days of network radio broadcasting, programs were typically supported by a single advertiser, which allowed for significant control over the content. NBC and CBS, two major networks, permitted advertising agencies to create programming, which was a common practice to ensure content was tailored to promote the advertiser's products effectively. Ratings companies employed various methods to gauge audience preferences and behaviors, including phoning people to inquire about their listening habits. This approach helped advertisers and networks understand what types of programs were popular and how to better target their audiences.

In the Early Days of Network Radio Broadcasting