U. S. Radio (Jan-Dec 1960)

radio South Bend's Your Best Bet Put the odds in your favor — pick the South Bend market. With a Metro Area household income of 17553 South Bend whips the state average of $6127 by many, many lengths. And this is only one part of the South Bend market. Project this basic area to the 36 Indiana and Michigan counties covered by WSBT, and it parlays into an area with over $3.5 billion buying power! WSBT is the area's favorite . . . dominates every 15 minute segment of every broadcast day from South Bend. The leading station in one of the midwest's richest markets. So put your products in the winner's circle; pick the South Bend market and its dominate station . . . WSBT. Call your Raymcr man for complete details. He'll trot right over. Ask Paul H. Raymer, Notional Representative 5000 WATTS 960 KC Broadcast Research Needs Major Overhaul, Says Pulse Executive ^ WSBT SOUTH BIND, INDIANA FIRST IN SOUND ADVERTISING Broadcast research is in need ol an overhaul because ii i^ out of gear with the requirements of modern selling and buying ol national spot, according to Dr. Sydney Roslow, president of The Pulse, Inc. In a speech before the Omaha .Vdvertising Club, he asked "What can the broadcaster hope lor under present ratings research?" \Vith tunc-in below 20 percent sharetl l)y as many as 10 to 20 stations in some markets, the broadcaster is liandic apped when he iric>. to induce I he advertiser lo buy nou-iush hour limes, he pointed out. "And what aboul llie buxcr ol time? Does the (juarier-hoiu raling tell him how elfective his advertising message may be? With the iieiui away from fixed position buying, with the advantages inherent in IretpieiKy and totality ol impressions, how can the limebuycr justify his purchase ol broadcast lime only on ratings?" In order to make the ,ioial broadcast day more jiroductive to buyers and sellers. Dr. Roslow indicated that research is needed in three areas — frequency, reach and cjualily. "Since the advertising message is sjjread across the ])eriocls of time, the average rating of the time ])eriod will suffice, rather than (piarlcr-hour ratings. Using five spots distributed across a three-hour period as an example. Dr. Roslow maintained it is not necessary to know five individual ratings. "It is sufficient to know that the average rating at any moment in the three-hour j)eriod is a certain size. The five sjjots may be multiplied by this rating to yield the measure of frequency of impressions." Calling attention to reach as a research area that needs development. Dr. Roslow stated: "The advertiser should know the total number of unduplicated impressions delivered, or the total of unduplicatcd persons or homes that receive the advertised message. ^Ve need to do additional developmental research to obtain some understanding of how many spots distributed across a broad time period are needed to achieve the cumulative or reach ol the lime span." Turning to measurement of tjiialily, Dr. Roslow exjjlained that such research would enable the advertiser to reach the audience with the greatest luimber of |)()tential customers lor the product advertised. "Do the cjualities of this audience match the cpialities or characteristics of j)otential customers for whom the prodtict is designed?" "Suppose you are an advertiser in ilie automotive field. Would it mean anything to know that in a given market .35 jiercent do not own automobiles— but that on one radio station oidy 21 percent do not own autos? AVoidd reach and frequency (keeping cost in mind) be best applied to this station for products like tires, gasoline, seat covers, paint jobs and accessories?" Qualitative research can be valuable lo station management. Dr. Roslow suggested. Research of ihe audience's opinion of various stations in a market can be used by management to determine whether they are reaching their goals, he said. "For example, in a New England market, 19 percent of the population wanted one station retained while only three percent expressed such a vote for the last station. "Do you o|)eraie a station in which ]K'ople have confidence? For example, if conllicting news accounts were aired over several stations, which one woidd be believed? In a survey of one market, 20 percent would believe the highest station while only two-and-a-half percent would believe the last station," reported the Pulse executive. • • • 68 U. S. RADIO November 1960