Weekly television digest (Jan-Dec 1963)

2— TELEVISION DIGEST MARCH 11. 18«3 cannot afford to ignore the tools in determining their parchases of programs & time/' and advertisers are "pnimarily interested in audience size.*" (In 1962, CBS-TV spent $307,000 for ratings — $271,000 to Nielsen, $36,700 to ARB, $100 to Pulse.) Thomas Moore, vp charge of ABC-TV, asserted that Nielsen "does not always reflect the true popularity of ABC programming" — because ABC-TV dgesn't hove primary affiUotes in a large number of markets. This is particularly true in? news & public affairs, he said. NBC-TV Programs vp Mort Werner also stated that ratings ore "estimates," can’t be used in row form but must be analyzed by network researchers. Much criticism of ratings arises, he said, from minority of audience which likes on "unpopular" program that is replaced or dislikes a "popular" show retained. Werner insisted that ratings "ore essential in soliciting & justifying advertising expenditures that support our program service." (In 1962, NBC-TV spent $342,500 — $285,000 Nielsen, $39,000 ARB, $2,500 Trendex, $3,000 Pulse, $13,000 TvQ.) Werner was asked about programs dropped. He said they suffered "audience failure," according to Nielsen figures. Rep. Springer (R-Ill.) asked rhetorically: Suppose we were to show that Nielsen doesn't always do what it soys it does? Hearing abounded with such comments. Much of committee concern about Nielsen, and its "dominance," stemmed from size of its sample. According to Rep. Brotzman (R-Colo.), Nielsen's 1,100 homes is an "infinitesimal port" of nation — and he was most aghast at fact that there isn't on Audimeter in any Mountain Time Zone state. Rep. Moss (D-Cal.) also was irked, asserted Nielsen sample doesn't take into account growth of West in last decade. In fact, committee members said they believe sample has changed little since 1947, actually has many of same homes. ABC Radio Pres. Robert Pauley stated there are glaring discrepancies between Nielsen Radio Index (network report) and Nielsen Station Index (local report). According to Nielsen, he said, one ABC Radio program reached 313,800 homes on 14 stations, compared with 297,000 homes on 245 stations including those 14 stations — for some program in some time period. Victor Sholis, WHAS-TV Louisville vp, called for FTC action to cure "rating addiction," said there's no way to gauge validity, reliability or integrity. As for recent FTC consent decrees on ratings (VoL 3:1 p2), Sholis said they allow rating services to "simply tell the buyer he is getting numbers for which no one will claim reliability or authenticity." Pot Weaver, former NBC chmn., now chmn. of McConn-Erickson International, defended ratings cs "a guide" but said "absolute reliance" shouldn't be placed on them. FTC Chmn. Dixon, after discussing the consent decrees, noted that FTC is still checking several unspecified rating cases. Rep. Springer told him that rating services, after decree, can still carry on essentially as before. Mark Wodlinger, gen. mgr. of new WZZM-TV Grand Rapids, complained that neither Nielsen nor ARB would adjust reports to treat WZZM-TV equitably with competitors in Grand Rapids & Kalamazoo. He said services were reluctant to change because competitors complained. BLOW TO DROP-INS PUTS FOCUS ON UHF: In near-final showdown, FCC voted 4-3 against dropping in short-spaced vhf channels in 7 major markets; but short-spaced "move-in" of Ch. 5 from Enid to Oklahoma City was approved. Vote was "instructions to staff," not final decision — but such instructions normally are unchanged in final action. Majority: Minow, Bartley, Lee & Henry. Minority: Hyde, Craven & Ford. There has been such strange alignment of forces on the 7 drop-ins (VoL 3:8 pi) that industry ends up about 50-50 pro & con in reaction to FCC vote. Such a close vote in such an important matter stand some possibility of reversal. For example, if Chmn. Minow leaves before final decision (which may take substantial time to prepare), his successor might vote for drop-ins, reversing whole picture. Kenneth Cox's ascension to conmissionership won't change picture — because he's for drop-ins, just as his predecessor Comr. Craven is. (Cox's approval by Senate is expected momentarily.) As of now, therefore, following cities will not get another vhf : Johnstown, Baton Rouge. Dayton. Jackson ville, "Birmlngh^ Knoxville, Charlotte. FCC will have to do some fancy decision writing to back