Weekly television digest (Jan-Dec 1963)

4-TELEVISION DIGEST MAY 20, 1963 a complete misconception of the obligation imposed upon radio and television licensees by law to perform in the public interest. "The public is made up of a diversity of interests, and broadcasters ore expected to serve this diversity. Ratings have not been employed as I see it in the furtherance of this objective. Rather, the opposite has been true. I think broadcast licensees and persons serving them should come to realize that a radical change in approach is needed." Harris is concerned that hearings disclosures will be brushed under rug; he wants industry to rebuild ratings house, doesn't want to take govt, action, but several federal courses are open to him. As Subcommittee hearings resumed last week, he posed: If Congress were to ask Census Bureau to conduct broadcast ratings — assuming broadcasters would pay for it — could Census tackle job? "We could do it," answered Dr. Conrad Taeuber, Census asst. dir. He said Bureau has had no experience in area, would first have to study. He was queried about methodology (Census uses personal & telephone interviews, mail questionnaires). With obvious reference to previous ratings revelations, Taeuber was asked about its random sample, field controls, editing, weighting, non-cooperators. Taeuber said he didn't think much of permanent sample-method, for psychological reasons; respondents can become conditioned to information being sought. He said monthly unemployment study of 40,000 households costs about $2 an interview, said that 95% of information is usable, that non-cooperotors represent only about 1%, that samples yielding less than 50% usable data wouldn't meet effective standards. RAB was big hit with Subcommittee, told it exactly what it wanted to hear — that modem radio with personal listening, portable sets, is being damaged by present audience research, especially by Nielsen & its meter. RAB proposes to raise $200,000 for its All-Radio Methodology Study. Pres. Edmund Bunker said about half is already raised, believes he could get remainder. RAB is studying proposals of Audits & Surveys and of Politz subsidiary Universal Marketing, on ways to measure radio's total sets-in-use. Bunker & Administrative vp Miles David said plan could conceivably use personal & telephone interviews & diaries to derive different listening aspects & to serve as cross-check. ARMS field work in 4 cities is targeted for Sept. 1, with published report Jan. 1, 1964. After that, it would be up to present raters or new company to adopt proposed methodology, sell it to industry. ARMS would be cleared through Advertising Research Foundation to insure acceptance by agencies. RAB said it will use services of Dr. Herbert Arkin, Subcommittee statistical consultant. RAB financing became center of fuss between it & NAB. At N.Y. meeting — 2nd in 2 weeks at which NAB research committee sought cooperation — radio assn, laid out plan, asked NAB to put up $75,000 if it wants to co-direct ARMS. RAB said it would put up a little more than that, said it expects to get remainder from stations, networks, plus token support from agencies to insure their involvement. NAB is mulling plan, will discuss it at June board meeting. NAB also held meetings with major raters, presented general proposal for auditing agency, code of ethics & standards, methodology committee — to function under all-industry board. NAB's plans ore still pretty general, super-task to clean up ratings is proving to be heavy load. Financing plans for its proposals call for NAB, station, rating service participation. Radio research is the most worrisome area. It was learned that NAB research committee met 3-4 weeks ago to explore problem with Metromedia's Mary McKenna, Westinghouse's James Yergin, Katz's Dan Denenholz, RKO General National Sales' Frank Boehm, Blair's Robert Galen. It was suggested that radio needs a general study to investigate proper techniques, similar in port to RAB's plan. Also on radio front, it is understood that ARB has been asked by broadcaster to come up with radio ideas; it has already done extensive FM survey in southern market. Nielsen met with about 200 reps & station clients May 14-15 in N.Y. Pres. A. C. Nielsen Jr. didn't take usual swipe at Washington hearings. He made plea for station support, said he was concerned over TV cancellations and agency & station drop-outs in radio. Some reps got impression Nielsen is of mind to drop radio. Company holds similar meetings May 23 in Chicago, week later on West Coast. And Bob Hope closed last show of season with: "And you on the other side of the wasteland, thanks for telling those lies to Nielsen."