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QUESTIONS | TOWNSPEOPLE STUDENTS
"Where do you prefer to hear commercials?"
Beginning, middle, and end of program
%
%
| 2.4
Beginning and end of program
37.6
29.5
Beginning and middle of program Middle and end of program
0.0 0.0
1
0.0 |4.5
Beginning of program
20.3
run
Middle of program
0.0
i
1^
End of program
21.9
35.2
Part of program
EBB
!
EB
"Is the present system of commercial
_ Yes
radio broadcasting satisfactory?"
77.1
56.0
"Would you prefer a system of broad
><; .
casting which would ban commercially ■ sponsored broadcasts from the air?"
22.9
44.0
East Lansing residents and students of Michigan State College report on placement of commercials and how they feel about commercial radio
own vs Campus Listenin
over-all
Suburban residents and cap and gowners think there's too much advertising on the broadcast air
Survey after survey reveals that the American radio listener generally believes there are too many commercials on radio programs. The latest survey to be conducted, this one especially for sponsor, indicates that over 90 per cent of both townspeople and college students in a typical suburban town and nearby campus are certain that there's too much advertising on the air. The townspeople are even more emphatic about it than the cap-and-gowners. Here's the way they voted in the survey conducted in the homes of East Lansing, Michigan, and on the campus of Michigan State College. The question was "Are there too many commercials on radio programs?"
Residents
Students
Yes 98.6 %
' 87.5%
No 1.4%
12.5%
Sponsor's survey was conducted as a
OCTOBER 1947
postgraduate project of Michigan State College by William G. Butt, under the direction of Professor Joe A. Callaway of the Department of Speech, Dramatics, and Radio. The project was to discover whether there was any difference between the likes and dislikes of the residents of a typical suburban town and a representative group of college students residing on a campus. Today's student differs from Joe College of a few years ago in that he's more frequen ly than not an ex-G. I., married, and has one child. However, he and the non-campus family man don't think alike and the things they want from broadcasting frequently are at opposite mental poles.
One limiting factor about this survey is that it was taken at a school that today is predominantly male. Facts and figures developed must therefore be viewed in that light.
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