Broadcasting (Oct - Dec 1945)

Ws3S HK Vni.KV KKKI) ujnnx vnnKTon sioux citv MM the 50,000 watt voice of Cincinnati ^ 5000 WAnS 1330 KC ^EVD ENGLISH • JEWISH • ITALIAN Nationo! Advertisers consider WEVD a "most" to cover the great Metropolitan New York Market. Senrf for WHO'S WHO on WEVD WEVP-117 Wert 4Mi Sfrtt «**• **• Page 92 • November 12, 1945 Telephone Survey Advantages Shown Factor of Attentiveness Included in Hooper Data THE COINCIDENTAL telephone audience survey method supplies a measure of attentiveness of the listeners as well as of reported listening, C. E. Hooper, president of C. E. Hooper Inc., told a meeting of subscribers to Hooper reports held Wednesday at the Hotel Biltmore, New York. Similar client meeting was held the previous week in Chicago and one is scheduled for Nov. 15 in Philadelphia, with others to follow. Special study on attentiveness was made, Mr. Hooper said, to account for differences between audience ratings reported by his organization and by C. E. Nielsen mechanical measurement of receiver use. The Nielsen reports, he said, were usually higher than Hooper ratings, but not consistently so, with greatest differences found in the daytime. Hooper interviewers, using both phone and personal interviews for a four-day period, asked two special questions: Was there a radio set turned on anywhere in your house when the telephone (doorbell) just rang? Was anyone actually listening, or was it turned on between programs with nobody listening?" Results, Mr. Hooper explained, showed generally that when programs were such as to call for attentive listening, such as news, difference between telephone and meter ratings is smallest; when programs do not call for such listening, difference tends to increase. For example, he reported, meter measurements were 43.6% higher than telephone coincidental ratings for the 8-9 a.m. period, but when this is broken down by quarterhours it is found difference rose from 27.6% during 8-8:15 a.m. news to 68.7% after news had ended. Similar analysis of noontime listening showed average difference of 32.7% for 12-1 p.m. hour, with only 14.1% during noon news and 39% afterwards. Lewis Tour DOROTHY LEWIS, NAB coordinator of listener activities, left New York Nov. 11 for a three-day speaking tour. Today (Nov. 12) she is to address a luncheon of civic and educational leaders in Utica sponsored by WIBX. On Tuesday she will speak to the combined conventions of the New York State Farm Bureau, New York State granges and Four-H Clubs in Syracuse. Wednesday at Rochester she will address the Federation of Women's Clubs and will be an honored guest at a luncheon given by Mrs. Frank Gannett, wife of the owner of the Gannett newspaper stations. On Thursday, Mrs. Lewis will serve as chairman in the regular advertising women's luncheon in New York. C. H. BOJSD RETURNS FROM AAF SERVICE CLYDE H. BOND, consulting radio engineer, last week rejoined the firm of May & Bond, Washington, consulting engineers, after a year of active service in the China theater for the Operations Analysis Division of the Army Air Forces. Mr. Bond, a civilian engineer with the Army, became a member of the original firm of May, Bond & Rothrock upon its formation more than a year ago. Last Oct. 31, that firm was dissolved and the new firm of May & Bond was established. Harold Rothrock has left the firm and has not yet announced his plans. May & Bond offices are in the Kellogg Bldg., Washington. Mr. Bond HOPE LEADS HOOPER PACIFIC COAST LIST BOB HOPE pulled top audience on Pacific Coast during October according to C. E. Hooper Inc., whose October Pacific network report gives Bob Hope program a rating of 28.3. Fibber McGee & Molly was second with 21.4 and Fred Allen third with 21.3. First 15 programs also included Great Gilder sleeve, 19.2; Charlie McCarthy, 19.1; Mr. District Attorney, 18.9; Abbott & Costello, 18.7; Hildegarde, 18.0; Take It or Leave It, 17.2; Walter Winchell, 16.6; Screen Guild, 16.6; Fannie Brice, 16.1 ; Truth or Consequences, 15.7; Adventures of the Thin Man, 15.2; The Whistler, 15.2. Report shows average evening audience rating of 8.2, up 1.0 from September and up 0.4 from Oct. 1944. Average evening sets-in-use was 30.5, up 2.6 from September, down 0.3 from Oct. 1944. Average evening available audience is 74.8, up 1.0 from September, down 0.2 from Oct. 1944. Average daytime audience rating was 3.6, down 0.1 from September, down 0.3 from Oct. 1944. Average daytime sets-in-use was 14.5, loss of 0.3 from September, gain of 0.3 from Oct. 1944. Average daytime available audience was 66.9, unchanged from September but 1.5 more than for Oct. 1944. Curtis TV Sponsor CURTIS PUBLISHING Co., Philadelphia, sponsored the exclusive telecast of the Army-Notre Dame football game last Saturday from New York Yankee Stadium on NBC's television station WNBT. Company will also sponsor the Army-Navy game on Dec. 1 at Philadelphia. Broadcasts of the game on NBC are also sponsored by Curtis. Agency is Macfarland Aveyard & Co., New York. Ellison Criticizes Radio Commercials Sylvania Exec Addresses Group Of Canadian Advertisers "TWO of the more serious com plaints of people about advertising J concern certain types of radio commercials and boastful, braggadocio advertisements," Paul S. Ellison, vice-chairman of the Assn. of Natl. Advertisers and director of advertising and sales promotion of Sylvania Electric Products Inc., New York, told the annual meeting of Assn. of Canadian Advertisers at a meeting at Toronto, Canada, last Wednesday. "The largest single area of criticism has to do with radio commercials," he said. "It is interesting to note that although just about every member of the public is a radio listener, four out of five say they prefer commerciallysponsored radio to Governmentcontrolled broadcasting." "But there is a consistent minority of 15% who would rather pay a tax on their receivers and have the Government take over. Nearly all these people indicate that the reason they have developed this attitude is because of the obnoxious nature of some radio commercials. "One result of these findings has been a large volume of private research in the past several months on radio commercials so that sponsors and broadcasters can determine how to harmonize such messages with the public's desires." Farm Group Meeting FARM Directors Committee of the NAB has tentatively scheduled a meeting Dec. 4-5 in Chicago. Larry Haeg, farm director of WCCO Minneapolis, is committee chairman. C. E. Arney Jr., NAB secretary-treasurer, will attend. War Production Data CENSUS BUREAU last week published a collection of 26 radio and radio war production tables covering the period from July 1940 to July 1945. Figures previously had been announced by the War Production Board and showed total output during the period of $7,680,000,000 [Broadcasting, Oct. 8]. Strout for Baukhage RICHARD STROUT, Washington correspondent of the Christian Science Monitor; David Wills of the American staff in Washington, and Leon Henderson, former chief of the OPA, will replace H. R. Baukhage, American commentator, on Tuesday, Wednesday and Friday broadcasts, in that order, while Baukhage covers the Nuremberg trials on American, broadcasting from Germany on Monday and Thursday at his regular time, 1-1:15 p.m. Program, Baukhage Talking, is on five times weekly on co-operative basis. BROADCASTING Broadcast Advertising