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A leading national pharmaceutical company buys a thousand viewers for just 72c on KCRG-TV. ( Sure we'll tell you who.)
Channel 9 — Cedar Rapids — Waterloo, Iowa
ABC-TV for Eastern Iowa The Cedar Rapids Gazette Station
REPRESENTED NATIONALLY BY WEED TELEVISION.
* Based on February ARB Survey.
ADVERTISERS & AGENCIES CONTINUED
NSI Service Develops Improved Radio-Tv Data
Improved data showing radio and tv audiences has been developed by Nielsen Station Index service as the new broadcast season gets under way, according to John K. Churchill, vice president of A. C. Nielsen Co. and head of the firm's station audience measurement service.
Radio and tv data on each market appear in four pocket pieces. Each medium is covered in a bi-monthly report that includes cumulative audience measurements of each station time period, number of broadcasts tuned in per home, and number of listeners or viewers per home with distribution by age and sex. Auto radio listening is shown.
The radio reports include weekly as well as four-week cumulative audience data on weekly quarter-hour strips and for threehour blocks of time. The radio reports also have a per-broadcast ratings supplement. This contains rating, share and number of homes reached for each individual station time period.
Two separate monthly reports have been added on the video side, matching the
eight-week span on which each bi-monthly report is based. The monthly reports present per-broadcast audience data on each station quarter-hour.
Mr. Churchill said Nielsen continues to use meter-based measurements in area probability samples to produce validated tuning records for all time periods on each station. It also continues to report station-total audiences, radio or tv, by counting all the homes tuned in, regardless of location. These audience figures also are reported for a localized area in each market, based on census metropolitan areas.
Sealy Account Shifts to JWT
Sealy Inc. (mattresses, studio couches), Chicago, has appointed J. Walter Thompson Co., that city, to handle its $1.2 million national account (separate from local dealer groups), effective Oct. 7. Business had been handled by Edward H. Weiss & Co., Chicago. Sealy is spending about $600,000 in broadcast media this year, with 60% of that sum in tv. The company spent about $1 million in advertising in 1955 (half of that in tv) and $1.3 million on media in 1956 with radio-tv getting 55% (again the bulk in television). No disposition has been made as yet of non-national Sealy groups.
Page 64 • October 21, 1957
Broadcasting