Broadcasting Telecasting (Oct-Dec 1963)

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What ARF wants to do about ratings ON AGENDA: VALIDATION OF OTHERS' WORK PLUS ORIGINAL RESEARCH The Advertising Research Foundation last week clarified the extent to which it intends to get involved in analysis of the audience measurements. But reaction to the statement by research firm directors indicated a wide divergence of opinion as to just where and how far ARF should go. Dr. Lyndon O. Brown, ARF chairman who delivered the policy statement at the foundation's ninth annual conference, noted that "ARF does not intend to inject itself in areas which are primarily the responsibilities of broadcasters." He presented three general fields where the foundation hopes to move in audience research analysis. The first would be in continued availability of ARF facilities for analysis of established measurement techniques of independent services to be offered at the request and expense of the individual service. Next, the foundation will "concentrate a large part of its activities ... in methodological studies designed to improve techniques and advance the standards of audience measurement." According to ARF, this would involve a series of limited projects each designed to resolve a specific methodological problem. Dr. Brown indicated that resources for these studies would have to come from advertiser, agency and media sources. ARF also intends to originate experimental research projects of its own. Considering the current problems in broadcast audience measurements, the foundation proposes to research such areas as effect on viewing habits of meter installation or diary keeping, difference in viewing habits between homes which have meters or diaries and those which refuse them, specific differences between viewing by individuals and set tuning, and accuracy of the recall method in telephone and personal interview. ARF is currently discussing with the Radio Advertising Bureau the latter's projected $200,000 radio rating methodology study and is involved in an American Research Bureau rating study. Varied Response ■ Initial reaction to the statement by research companies themselves fell far short of unanimous approval of its particulars. Five research firms presented their views on the ARF policy in a panel discussion immediately after Dr. Brown's statement. A. C. Nielsen Jr., president of A. C. Nielsen Co., referring to ARF's proposed methodological research projects, urged cooperation in such work between ARF and the National Association of Broadcasters' Ratings Council. He expressed concern at the possibility of having to choose between the projects of NAB and ARF and warned against duplicated effort of the two groups. Mr. Nielsen said the four specific questions of broadcast research methods suggested in the ARF statement for ARF-initiated studies had already been answered by special studies made in the past at considerable expense. He suggested that before ARF embark on specific studies it should poll its membership to determine questions of greatest concern. W. R. Simmons, president of the research firm bearing his name, said that his company would willingly change its research technique if it were proven faulty by a definitive study. Simmons now uses a 24-hour aided recall method. The Simmons company already has a close association with ARF. It subjected its media studies to ARF review this year and has requested the same service for its TV and magazine studies in 1964, including observation of field work. ARB Backing ■ James W. Seiler, director of the American Research Bureau, indicated full cooperation by his firm with the ARF proposals which he termed "excellent." However, he had suggestions of his own as to where ARF might best begin to direct its efforts. The advertising community, Mr. Seiler said, has never yet defined what it wants measured. "There's no definition of what a TV viewer is," he asserted. The first ARF consideration, he said, might be to clarify what is being measured. Outlining a first-things-first policy, Mr. Seiler suggested an ARF publication on how ratings can and ought to be used. Alfred Politz, president of Alfred Dr. Lyndon 0. Brown, chairman of the Advertising Research Foundation, delivers an ARF policy statement on the foundation's future involvement in the area of audience measurement research to over 1,000 advertiser, agency and media executives and a panel of five directors of major research firms. The panelists (l-r): W. R. Simmons, president, W. R. Simmons and Associates Research; Al fred Politz, president, Alfred Politz Research; Phillip W. Wenig president, SRDS Data; A. C. Nielsen Jr., president, A. C. Nielsen, and James W. Seiler, director, American Research Bureau. The ARF message and its evaluation by the research firm heads were part of the Ninth Annual ARF Conference held last Tuesday in New York. 46 (BROADCAST ADVERTISING) BROADCASTING, October 7, 1963