Sponsor (July-Dec 1951)

wife audiences. One showed up as more interesting to the audience than all the rest and it was therefore chosen for sponsorship. Then came a follow-up test, once the show was on the air. Although generally approving of the show, panel members now found things about it that needed improvement. As a result of their candid criticisms, the story line was changed somewhat: one main character was completely eliminated because he aroused extreme dislike; and a new actress took over in the leading role. After these changes were made, the programs rating took a substantial upward turn. • Another advertiser had adapted his very successful radio show to television. How was the video version making out? Schwerin found the sales points in this sponsor's TV commercials not nearly as well remembered as those on the older radio version. Reason: a radio approach to the TV commercial, with pictures added later to fill in the visual end. A more unified approach to sight and sound licked this problem. • Then there was the sponsor with an apparently successful radio pro^ gram. Periodic checks of entertainment and commercial by Schwerin s panels showed the program doing an effective job. But, thought the sponsor, I'm not so sure the singing star is the best man for the show. As a result, the singer's contract was not renewed and a new star took over the program. Tests immediately detected a drop in "liking" for the new star, consequently for the entire program. Replacing the original singer brought the "liking" back up to its former level. • An appliance manufacturer devised an ingenious test demonstration 3. M.C. EXPLAINS TEST PROCEDURE. KIDS TYPICALLY GRAB FRONT SEATS, GIVIN 2 JULY 1951 5E IDEA OF THE PANEL MAKE-UP 29 more