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Hooper
( Continued from page 21 ) director, outlined the method used.
"In January-February 1949, 3,114 families, distributed geographically in proportion to population, reported on diaries the radio programs to which they listened during seven consecutive days.
"Among the programs broadcast viSLS, a daytime serial, broadcast five times weekly and transmitted over about four-fifths of the stations available on its network. This program was sponsored by a soap manufacturing company, and the same individual product of this company had been advertised on this program since June, 1943, a period of about five and one-half years prior to the time the listening reports were made.
"During the months of FebruaryMarch 1949, 2,361 families who had rsported their radio program listening also returned questionnaires giving the family usage of various product brands, of which household cleansers was one. The survey of product 'use' was so conducted as to be associatad in no way with 'listening' survey in the respondents' minds.
2,361 Replies
"This study is an analysis of the 2,361 replies to determine the effect of listening to the surveyed program on the family usage of the soap product.
"If the total group of respondents could be divided into two groups (program listeners and nonlisteners) both of which were reprssented in random samples of the same population in respect to all factors which influence product usage except the specific program listening, then the differences in usage between the listeners and non-listeners above a normal level of statistical probability would truly represent the association between listening and usage. In this association, listening is the independent variable and usage is the dependent variable.
"The first step, therefore, was to I divide the 2,361 reports into two groups — listeners (348) and nonlisteners (2,013) — in order to de
GENERAL MANAGER Ralph O'Connor of WISC Madison, Wis., has his beard shaved by Mrs. C. J. Klingeie, winner of the station's Money Mon question. Shaving of Mr. O'Connor's facial adornment climaxed a beard raising contest held among WISC staff members who resolved not to shave until the question was answered. The delicate operation was performed at one of the Rennebolm Better Drug stores where Gillette blades came in for a tie-in. Watching ceremony are (I to r) WISC staffers, Mort Wagner, Lee Wesner, Jerry Harper and Richard Nickeson.
termine the degree of difference in these two samples in regard to their representativeness as identical cross-sections of the same population — an essential requirement of this analysis. The two groups were tabulated in respect to location of family by geographic divisions and the community size and by income levels, size of family, and number of radio sets. All' of these data were known regarding the individual family respondents.
Overlap Indicated
"When the above tabulation was made, it was apparent that the two samples were not representative of the same population, but were in fact cross-sections of two distinct but overlapping populations, and the differences in product usage level between these two populations might be due in part or in whole to factors other than that of program listening which was to be measur?d.
"It was necessary, therefore, to modify the two sample groups by eliminating the excess families in certain classifications so that the two groups would have approximately equal proportions in each subdivision and hence would be equally representative of the same Donulation in respect to all factors influencing the usage of the prod
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uct. In this modification, product usage was, of courss, ignored.
"Because the non-listener group was the larger, deductions were made in this group to bring the geographic area by community size and geographic area by income levels to an identical match with the listener group. By eliminating 1,097 families from the original non-listener group and 21 families from the original listener group, an identical match was obtained, comprising 327 listeners and 916 nonlisteners.
"By matching the two samples with respect to community size within each geographic area, the requirement that both samples be representative of the same population (except as to the specific program listening) was met. Factors othsr than the radio program which influenced family usage such as product distribution, price resistance, space advertising, local promotions, etc., therefore were equally represented in the two matched samples, and the effectiveness of listening to the program was isolated.
Sample Comparison
"Having matched the samples, the proportion of product users among listeners and non-listeners was established in the total as well as the subdivisions of the samples."
Mr. Hooper admitted the technique of measuring program effectiveness in matched samples was in itself not new. Frank Stanton, now CBS president, described an application of it in 1940, when he was CBS director of research, in the • Journal of Applied Psychology.
The new Hooper service represents a development of the technique investigated by Mr. Stanton and its adaptation to commercial use.
Results of the sales impact rating of the daytime serial used as a sample in Mr. Hooper's announcement showed that among listeners to the program there was considerably more use of the product advertissd — the cleanser — than among a matched sample of nonlisteners. The report showed 41.6% of the listeners used the cleanser,
while only 30.2% of the nonlisteners did.
Mr. Hooper refused to divulge the rates to be charged for the new service. He pointed out, however, it was an independent service not included with other Hooper services.
He believes its strongest appeal will be to advertisers. Present plans contemplate two sales impact ratings reports per year, although greater frequency may be attained in the future, Mr. Hooper said.
SARNOFF CITATION
To Receive UN Presentation
BRIG. GEN. DAVID SARNOFF, RCA chairman of the board, will receive a United Nations citation for his "advocacy of concepts of freedom to listen and freedom to look" at a commemoration of the first anniversary of the adoption of the universal Declaration of Human Rights.
The ceremony will precede an NBC television discussion on freedom of information from Carnegie Hall, New York, Dec. 10, 5:15-5:45 p.m. The program will be rebroadcast on NBC's radio network Sunday, Dec. 11, 1:30-2 p.m. as the U. of Chicago Round Table program. Benjamin Cohen, UN Assistant SecretaryGeneral in Charge of Public Information, will present the citation to Gen. Sarnoff.
Goodyear Renews
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Page 32 • December 5, 1949
BROADCASTING • Telecasting