Weekly television digest (Jan-Dec 1963)

NEW SERIES VOL. 3, No. 19 TELEVISION DIGEST-3 Sindlinger local report will also provide demographic data — age, occupation, income, etc. Technique consists of recall telephone interview — "What did you do yesterday?" — averaging 11 min. Data is processed through IBM 1440 computer. Sindlinger sees possibility of measuring entire "media mix" because interviews cover all media. From same interview, Sindlinger also gains information on auto ownership, which he uses for car clients (GM, Ford, Chrysler). At RCA stockholder meeting last week, NBC Chmn. Robert Sarnoff said: "When properly gathered and properly used, ratings ore valuable tools . . . We remain confident of the value of national audience rating services. Along with the rest of the industry we are seeking improvements in methodology." REPS BACK RATINGS BUT SEEK CHANGES: We made quick spot check of station notional TV reps (sample size 4, response 100%) — and it revealed strong support for competitive rating services — but also a demand for improvement in methodology and cleanup of shoddy practices. (For other ratings developments, see p. 2.) No segment of TV-radio-advertising fraternity relies on ratings for its meat & drink as much as reps. Overlooked at Washington hearings, reps ore well informed, vitally concerned. "Definite improvement in methodology is required for greater reliability & acceptance," states Martin Nierman, Edward Petry & Co. exec, vp & member of TvB board (also chmn. of its special practices committee studying ratings). But, he soys: "We look for continuation of the present rating services." On things that need doing, Nierman says on audit bureau to verify performance of research services— as proposed by NAB & TvB — is "definitely in order." He also believes that a research committee to explore improvements in methods & standards is required. "Increase in sample size is not enough," he tells us. "We also need the support of agencies. One major agency has already told me it supports plans for ratings cleanup." i There'll be no problem between NAB & TvB over similar audit & standards proposals each put forth separately, according to Nierman. "There is agreement among the 2 organizations on steps to be taken." He sees nothing wrong with NAB doing the job, as long as TvB con participate. Adam Young, pres, of Adam Young TV who started career as NBC researcher, sees 2 sides to I ratings coin. In Nielsen's attempt to drastically improve radio research, he finds justification for stand his \ company took about 4 years ago. Then, it took Nielsen to task for "incredibly bad job of measuring radio," i in a special presentation calling attention to specific weaknesses, shown to top agency researchers in N.Y. I & Chicago, On other side of com, Yoimg believes ARB & Nielsen should be given support for their TV studies ( which ore "basically good." He says: "Too many people are becoming experts, based on assumptions & i half-truths; they believe that all research is bad. Certainly, there is much to be criticized, but no research will ever be perfect. We have to deal with a sample of judgment because it is uneconomical to have the truly large samples that would materially cut room for error." As for improvements. Young would like to see Nielsen become "a little more communicative with clients. 'Nielsen can't be wrong' attitude has to go." He says ARB is "extremely cooperative," but thinks that its plan to double samples will only increase stability an additional 5%. Increases in research costs announced by ARB & Nielsen will place great burden on TV stations in small & medium markets, Yoimg states: "My fear is that we will end up with only one service in some of those markets. We hove recommended to our stations that they subscribe to both, but some hove already indicated they will go to one service when new prices are in effect." On auditing plans proposed by NAB & TvB, Young beUeves "all constructive ideas ore good if they can be implemented. We wont to reserve the right, however, to do our own auditing. If we think there's ^ something wrong, we'd like to have the opportimity to satisfy ourselves that good research was conducted." Frank Pellegrin, H-R TV exec, vp: "Ratings will always be with us. Advertisers & agencies need them to justify spending; networks need them to determine programming; we need them to sell , . . We have always