Sponsor (July-Dec 1953)

8:00 a.m. to 10:00 a.m. since Hooper measures only between those hours. Furthermore, Pulse <!iil not use its own figures on listening in homes with three-or-more sets because it felt the current .Nielsen sample for the New York area (56 counties vs. Pulse's 12) would contain, like Nielsen's current national sample, few homes with threeoi-more sets. Here are the figures Pulse compared: Hooper sets-in-use for January through March. 1953, 8.9%; Nielsen sets-in-use for January, 1953, 14.7; Pulse January. 1953, sets-in-use for one-set homes, 13.9% (Pulse for one plus two-set homes was 16.7%). The implication was that Hooper underestimates radio listening; Pulse pointed to its high degree of correlation w ith Nielsen. Pulse also pointed out that its figures would normall) be higher than either Hooper's or Nielsen's because it measures total audience during a given quarter hour while the other two services measure average minute audiences. That was another reason win Pulse did not use homes with three-orinore sets. If Pulse had used the threeor-more set homes its figures would have been much higher, since Pulse ISgSS SKINNER MANUFACTURING Omaha Nibkaska jo«*ibt) lroe< ►«r to imc 0 • o t « or FRED L C0NC&R TO TMC OMAHA NATIONAL BANK iood Joke On Us . . . WREN has used every adjective in the book to tell you about our effective, sales-producing Merchandising Program. And now, The Skinner Manufacturing Company does it for us. FIRST PRIZE in Skinner's Raisin-Bran merchandising contest for all competing stations goes to WREN! We are pleased to receive the award . . . pleasantly surprised to find that after all our ad-writing, a client would say it better for us. PS. — Illustration is copy ot 100 check given WREN as first-place award. You can't cash it . . . but you can cash in on WREN's selling power. See your Weed & Company man. 5000 WATTS TOPEKA, KANSAS WEED & CO. 82 found out the following about multiset ownership: ill 32.9% of New York area families owned one set. i2i 28.2' ; owned two sets, and (3) 38.'' . owned three-or-more sets. It found out, in addition, that these three-ormore set homes account for more than half of all radio listening in N. Y. One moral you can draw from the Pulse study: The rating "muddle."' where ratings of different services disagree markrdK. may be due not to inaccuracy of the research itself but to failure of the sample to keep up with the growth of multiple sets. The new Nielsen sample, which increases the proportion of homes with more than on set is an important step. Q. What's been happening among research services in audience measurement? A. In radio, the most important developments are the increased emphasis on out-of-home listening and multiset listening I see other questions in this section I . Since sponsor's la.-t round-up on the various research services, Coffin. Cooper & Clays Tele-Que reports for Los Angeles and San Francisco were merged into \RB. ARB has discontinued \\ ashington, D. C. radio reports. Hooper has been developing the telephone-coincidental-plus-diarv method for in-city TV ratings. Its 40-city coverage will be increased to 50 cities in October. The coincidental-plusdiary technique is used as a correction for inflated or deflated diary ratings. The formula works as follows: The average diary T\ sets-in-use figures during a certain control period I such as noon to 6:00 p.m. Sunday I is divided into the average coincidental sets-in-use figure during the same control period. The resulting figure is applied against a diary rating for a specific program. If the diary rating is. sa\. 50. and the resulting figure mentioned above is .5, then the Hooperating would be 25. Nielsen has discontinued giving percentage ratings for TV shows in its public releases, now shows onh homes reached. Percentage ratings for radio -hows were dropped some time ago. i Reason for dropping ratings (they are ■ -till supplied, of course, to Nielsen clients l was that the broader radio base tail radio homes) tends to deflate radio compared with TV i base: homes which can receive the program). SPONSOR