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RATINGS ARE MONKEY BUSINESS?
A rating is a many-splendored thing ... in some circles. A sharp advertising analyst can interpret any given rating in devious ways to make it look good, bad or indifferent. By the same token, the wide variance in rating scores by different services makes it obvious that even expert research groups disagree in their audience evaluation.
Now, we're not criticizing ratings. They perform a specific and necessary function ... to try to tell you how much of an audience there is for your show, and the composition of that audience. However, no rating has yet been devised to tell you the most significant factor . . . how much return you receive from your television dollar!
The only true measure of the effectiveness of a television show's impact on an audience — saleswise — is consumer acceptance. When a show and its sales 'pitch' scores well, the sponsor is happy. When the sponsor is satisfied, the ad agency is happy. When this happy situation exists the television station has achieved a prime purpose ... /n pleasing and entertaining its viewers, and in serving as a good sales tool for its advertisers . . . ratings to the contrary notwithstanding.
If it's ratings you want, we have them. If it is SALES IMPACT, then inquire about the KTLA story ... a record of sales without a peer in the Southern California market!
KTLA
5800 Sunset Boulevard
CHANNEL 5
Hollywood 28, California
REPRESENTED NATIONALLY BY PAUL H . RAYMER COMPANY
B
ROADCASTING • TELECASTINO
March 5, 1956 • Page
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