Weekly television digest (Jan-Dec 1963)

4-TELEVISION DIGEST MAY 6, 1963 INDUSTRY GEARS FOR NEXT RATINGS ROUND: Industry is being given g few more weeks' witcollecting time before hearings in ratings investigation resumes. Chmn. Harris (D-Ark.) and his Subcommitlee met last week, agreed on taking more time, will meet again in 2 weeks to plan next phase. To be heard: FCC Chmn. Minow, FTC Chmn. Dixon, NAB Pres. Collins, advertisers. Concern about ratings isn't a partisan thing in Harris Subcommittee. GOP Rep. Springer, from Nielsen's home state of Illinois, isn't seeking to take heat off Nielsen. In speech to HI. Bcstrs. Assn. last v/eek, he said Pres. A. C. Nielsen Jr. "may be invited to appear and present, in person, whatever testimony he feels was neglected or barred during the 10 days that Nielsen company witnesses were on the stand." Springer also reflected Harris's views — give industry chance of self-policing, legislate if that doesn't work. Harris, incidentally, is expected to make major pronouncement in speech at May 16 SRA luncheon in N.Y. It's understood he's much impressed with way NAB Pres. Collins is handling industry cleanup efforts. Collins spoke to Canadian Assn, of Bcstrs. in Toronto last week, spelled out NAB's goals: Establishment of a "Broadcast Audit Service" to audit and certify rating services — to see that they do "what they pix. port to do," complying with minimum standards. He said BAS would be "independent of the rating services and of govt., responsible to the broadcaster." It will function under board including all industry elements. In addition, Collins said, NAB wants "a continuing research program to develop ways of improving rating methodologies & procedures." Said he: "It took a congressional investigation to call us to clear duty." NAB is consulting with leading figures in academic & applied research, will contact rating services shortly. Confusion of effort, if not actual competition, seemed to be developing betv/een TvB, NAB & others. TvB is working on a "Broadcast Auditing Bureau," same thing as NAB's BAS. However, NAB & TvB representatives have been talking informally about resolving differences. NAB argues that ratings research is management & policy matter, not sales consideration. And then there's RAB, which wants separate radio research project through Advertising Research Foundation — and ARF would like the whole TV-radio auditing job, too. TvB has been asking Nielsen & ARB to hold off their annorinced changes, pending further TvB study — but both services told TvB they couldn't wait. Nielsen wired that it will proceed with rate increases based on | improvements in local sample designs. ARB wrote that it must go ahead with doubling samples for all reports, said that if it waited too long it wouldn't be able to make change by Sept. 1 for new season. N.Y. Arbitron sample is being increased to 400 homes from current 340; it was 225 year ago. ARB informed all clients that doubled sample will reduce fluctuations and element of chance. Cost will increase 50-60%. ARB has also established methodology committee to examine diary fulfillment error, etc. It had first meeting April 25, is headed by Dr. Maurice Kendall, pres, of Royal Statistical Society of England, includes 3-4 statisticians from CEIR, ARB parent. ARB also reported that doubled sample was started 1-2 years ago in several markets at request of clients, that some seek even a tripled sample. Among cities where sample (and cost) was increased: Salt Lake, Houston, Greenville-Ashville, Orlando, Daytona Beach, Miami, Stockton. Nielsen plans to increase number of field supervisors, in addition to changing national sample. Plans for news conference were called off, spokesman stating there is "no hard news" to report. Nielsen Jr. vigorous defense of his service, and his attack on Subcommittee's actions, continues to irk several members. They claim they leaned backwards to be fair. They said they could have placed addresses of 70 Audimeter homes in record, could hove demanded detailed financial records, could have called more field men as witnesses. In his Illinois speech. Springer also laid it on FTC: "Putting it mildly, perhaps the FTC has not done all that it might have done to assure the accuracy of . . . ratings." In addition, he said: "ARB, Hooper <S Sindlinger, while their results may or may not have been good, were given a clean bill of health as far as their honesty was concerned." FCC’s prog:rain-forin committee is still working on drafts for submission to full Commission. But personnel has changed — new Comr. Cox replacing Chmn. Minow and joining Comrs. Ford & Bartley. ABC has ordered 11 additional RCA transistorized TV tape recorders (TR-22), bringing its total purchases to 25 units, valued at more than |2 million, RCA announced last week.