Broadcasting Telecasting (Jan-Mar 1962)

Page scan 0001100 from Broadcasting Telecasting

Record Details:

Title:
Broadcasting Telecasting
Date:
Jan-Mar 1962
Publisher:
Washington, D.C. : Broadcasting Publications Inc.
Volume:
Broadcasting
Leaf #:
0001100
Language:
English
Subjects:
radio and television periodical, Broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
Library of Congress, MBRS, Recorded Sound Section
Sponsor:
Library of Congress, Motion Picture, Broadcasting and Recorded Sound Division
Coordinator:
Media History Digital Library
Date Added:
June 13, 2024
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An intensive study of viewing audience characteristics for each program telecast . . . Head of Household and Housewife Viewers by Age Group Head of Household and Housewife Viewers by Education Total Audience Composition (male and female viewers per set in each of seven age categories) Average Family Size of Viewing Households Income of Viewing Families Sets Tuned to Program by Number of Viewers Per Set PLUS -Complete ARB quantitative audience data by quarterhour periods! This new 200 page data-packed report, just released by ARB, is providing the industry with a look at what may well be the television audience report of the future. It is the result of a study in depth of the Salt Lake City-Ogden-Provo television market, jointly sponsored by all three Salt Lake stations in recognition of the television industry's need for more qualitative audience research. An outstanding feature of the report is the increased statistical reliability made possible by a sample size much larger than has been customary in local market measurement. With the Television Audience Profile, advertisers can aim for specific time periods and programs to give them more sales prospects — not just more audience. Stations can sell time on the merits of qualitative audience, offering specific values to advertisers. In a sense, this depth study of the Salt Lake City television audience is a forerunner of future ARB reports in that it serves to introduce some of the new features which will become part of the ARB Local Market Service next fall. Your ARB representative has the details. Preparing today for the television industry of tomorrow. AMERICAN RESEARCH BUREAU DIVISION O F C E I I N C 103 BROADCASTING, March 5, 1962