Broadcasting Telecasting (Oct-Dec 1959)

THE MEDIA TV NETWORKS SWITCH TO ARB Using new monitoring device, research firm will supply fast and fully national ratings and other audience data American Research Bureau got its biggest boost in years last week — and in the process A. C. Nielsen Co. may have suffered the biggest blow that has yet come its way in the television ratings field. ARB announced it would have its Arbitron instant-ratings service operating on a "complete and true" national basis by September 1960. Its clincher: signed contracts from all three national tv networks. A canvas of network authorities produced no encouragement for the thought they would also be willing to renew the Nielsen national service — certainly not at current rates. These were estimated unofficially to represent approximately $800,000 a year to the Nielsen organization. Radio Nielsens • The ABC, CBS and NBC radio ratings contracts with Nielsen are not affected. But one network executive wondered whether, if tv network renewals were not forthcoming, it would be economically feasible for ACN to continue this radio service, which commands considerably lower prices. Nielsen officials could not be located immediately for comment. The ARB announcement came soon after Nielsen's own disclosure of plans for a number of major new projects including an instant-rating service for New York (story below). There was speculation also that Trendex's multi-network overnight service, once extensively used by all three networks to get quick reports on specials, new shows and tight competitive situations, would feel the effects of ARB's move if it develops as announced. But it was noted that network use of this overnight service has dropped sharply this year; and some network officials also reported they would continue to use Trendex for information other than ratings. New Device • The new ARB service is reportedly made possible by development of new equipment which elimi nates the need for leased lines to link in-home tv sets to the central collection office. Here is what ARB's director, James W. Seiler, said his new and expanded service would offer: • Weekly reports, year-round — each one issued during the week following measurement. • "Complete reports, issued at less frequent intervals, giving exhaustive statistical analysis of the data." • Daily "morning-after" reports on the 25 to 30 markets where all three networks are fully competitive. To his plans Mr, Seiler added an innovation— a tripartite advisory committee to be kept informed of details on costs, technical data and sample selection techniques and on this basis to give advice to ARB. The committee would be composed of three members representing the networks, three advertisers, three agencies. Mr. Seiler said ARB would "request and encourage" the formation of such a nine-man committee on the theory that, while ARB would NIELSEN EXPANDS TV SERVICE NSI to cover 146 markets, plans made to rate ads in tv, magazines, newspapers The A.C. Nielsen Co. announced last week its broadcast ratings are spreading out, in breadth and depth. On the first plane, the Chicago-New York firm announced it is expanding the tv station index (NSI) to 146 market areas by spring and inaugurating instantaneous ratings in New York City. Also forthcoming are Nielsen Coverage Service #4 for radio and tv and the first all-Canada NCS, (Broadcasting, Oct. 26). In the depth dimension, Nielsen is doing pilot work on two projects: tv brand ratings and tri-media advertising ratings combining tv with magazines and newspapers. Added NSI Markets • John K. Churchill, Nielsen Broadcast Div. vice president, said new market areas in the station index would give the service 97% coverage of all viewing in markets accounting for 98% of all tv advertising dollars. The spring target of 146 market areas (50 were covered last spring) will include all multi-station tv markets in the country today. There are 231 cities in the 146 markets. NSI reports on radio audiences cover 43 of these areas. Expansion of the NSI monthly and bi-monthly reports makes them increasingly useful in conjunction with the national Nielsen reports (NTI) showing competitive network ratings, Mr. Churchill noted. NSI subscribers, besides stations in all the areas covered, include advertisers, agencies and others. New to the list this month: Areas of Mobile and Montgomery, both Alabama; Little Rock-Pine Bluff, Ark.; Santa Barbara-San Luis Obispo, Calif.; West Palm Beach, Fla.; Columbus and Savannah, both Georgia; Springfield-Decatur, III.; Evansville, Ind. -Henderson, Ky., Mason City, IowaAustin, Minn. -Rochester, Minn.; Sioux City, Iowa; Baton Rouge area and Shreveport, both Louisiana; Springfield-Holyoke, Mass.; Cadillac-Traverse City, Mich.; Duluth, Minn. -Superior, Wis.; Jackson, Miss.; Greenville-Washington, N.C.; Columbia, S.C.; Chattanooga, Johnson City-Bristol and Knoxville, all Tennessee. Additions set for next month and early 1960: Areas of Fort Smith, Ark.; Grand Junction-Montrose, Colo.; Albany-Thomasville, Ga.; Boise, Idaho; Rockford, III.; Lexington, Ky.; Paducah, Ky.-Cape Giradeau, Mo.; Bangor, Me.; Columbia-Jefferson City, Mo.; Joplin, Mo. -Pittsburgh, Kan.; Springfield, Mo.; Billings and Great Falls, both Montana; Lincoln, Neb.; Las Vegas, Nev.; Bismarck, Fargo-Valley City area and Minot, all North Dakota; Eugene-Roseburg, Ore.; Rapid City, S.D.; Abilene-Sweetwater, Big Spring-Midland-OdessaCorpus Christi, Harlingen-Weslaco and Lubbock, all Texas, and Casper, Wyo. October entries to NSI: Areas of Pueblo-Colorado Springs, Colo.; Augusta, Ga.; Cedar RapidsWaterloo, Iowa; Davenport, Iowa-Rock Island-Moline, III.; Columbus-Tupelo, Miss.; Utica-Rome, N.Y.; Wilkes-Barre-Scranton, Pa.; Charleston, S.C. and Burlington, Vt.-Plattsburgh, N.Y. area. Instant NYC Panel • Nielsen's electronic "Instantaneous Audimeter" was introduced by Henry Rahmel, manager of the Broadcast Div.. and executive vice president. Tv set activity in 270 city homes is registered minute by minute on a machine at Nielsen offices, providing the basis of reports to clients. First of New York's seven stations are WABC-TV, WNEW-TV. WPIX (TV) and WNTA-TV. Mr. Rahmel sketched in background of the firm's development of instantaneous audience-measurement growing out of a total 20 years' use of meter gear on receivers. • For the projected brand ratings, Nielsen will use NSI figures, starting with 25-30 markets. A sample study 68 BROADCASTING, November 2, 1959