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Alfred Politz (above), president of Alfred Politz Research, Inc., conducted media study for "Life"
Is LIFE'S media study fair to radio and TV?
"Yes!" says the media director of 8100 million agency; "No!" answers research director of 850 million house
M his is a SPONSOR debate on the most controversial media study >et made, "A Study of Four Media," recenth completed by Alfred Politz Research for Life at a cost of some $250,000 and two-and-one-half-years' time. For a symposium of 24 researchers in four fields — air media, print media, agencies, and independent organizations — on the study, see "What sponsors should know about Life's new 4-media study," sponsor, 29 June 1953. In brief the air researchers condemned the study as unfair, the print experts praised it, most of the agency researchers interviewed thought it fair, and the independent researchers were cautiously "agin" it. One of the most voluble and articulate agencymen defended the study so strongly that SPONSOR decided to get a point-by-point rebuttal from an
equally able adman of opposite inclination and publish their comments virtually verbatim as a fascinating example of what goes on in the minds of the top brass on Madison Avenue. Both men are among the top four or five at their agencies; both are v.p.'s; both have national reputations as authorities in their fields.
1 ou 11 note that this debate between two agenc\ men is in the form of answers to questions from sponsor I the questions are numbered and in bold face I . The agencyman who feels Life's stud\ is fair answers the question first (he's tagged "Life supporter" i . The comments of the agencyman who takes exception to Life's procedure follow (he's tagged "Life critic"!. A statement on the studv from Andrew Heiskell. publisher of Life, appears on page 38.
LIFE study shows two TV programs had bigger cumulative audiences hut it led in repeat audiences
CUMULATIVE AUDIENCES:
REPEAT AUDIENCES
MEDIUM OR VEHICLE
J. COLGATE COMEDY HOI R*
2. SHOW OF SHOWS*
S. LIFE
4. RED SKELTON*
5. THIS WEEK
6. TEXACO STAR THEATRE* ..
7. LOOK
8. JACK BENNYt
.9. AMOS W ANDYt _
10. FIRESIDE THEATRE* .....
11. SATE) F.l'OST ..
12. CHARLIE McCARTHYi J3. LADIES HOME JOl RNAL If. LUX RADIO THEATRES
I ISSUE OR
PROGRAM
(MILL.)
28.2 27.6 26.4 23.2 23.0 22.4 18.05 18.0 16.9 15.9 14.0 12.6 11.5 9.8
2 ISSUES OR
PROGRAMS
(MILL.)
40.3 39.7 38.8 34.9 31.0 33.9 28.5 28.7 26.7 24.8 21.2 20.3 17.2 16.7
3 ISSUES OR
PROGRAMS
(MILL.)
46.9 46.3 46.8 42.0 35.3 40.8 35.9 36.2 33.4 30.6 26.1 25.7 21.1 21.8
1 ISSUES OR
PROGRAMS
(MILL.)
50.9 50.6 52.5 46.8 38.3 45.4 41.5 41.9 38.3 34.7 29.8 29.9 24.1 25.8
I OR 2 ISSUES
OR PROGRAMS
(MILL.)
31.6 31.0 34.8 32.9 16.9 32.6 34.2 33.7 30.1 2S.7 22.6 24.3 18.0 22.7
3 OR 4 ISSUES
OR PROGRAMS
(MILL.)
19.3
19.5
15.2
13.9
12.4
12.8
11.1
8.2
8.2
8.0
7.8
5.6
6.2
3.1
TV fBadla i Life" measured audiences of up to six issues but programs went off or program: repeat audience means numbei at same people reached with each succeeding air In summer so their measurement stopped at four. issue or show. I* it; thing to remember in this chart is scores of advertisers compete
for the magazine's audience, but there's usually only ono sponsoring a program and be NOTE: Cumulative audience means number of different persons reached with each issue buys not only program but audience as well
36
SPONSOR