Broadcasting Telecasting (Oct-Dec 1962)

BBDO'S ON-AIR TESTS Agency comes up with new data on effectiveness of tv commercials at Erie, Pa., laboratory BBDO has advanced its on-the-air laboratory testing of tv commercials a few notches since public disclosure of the experiment last spring (Broadcasting, April 2). The BBDO project, which uses a commercial station and a syndicated program sponsorship, is known as Channel One. Basically, the laboratory tests commercial effectiveness as well as copy themes, visuals and the like with actual on-the-air tryouts. Film, slides, live action and tape are among the techniques involved. Initially the experiment was on WKTV (TV) Utica, starting in midJune of 1961. At first it used an anthology and then in mid-September purchased The Beachcomber, syndicated half-hour action-adventure series which is distributed by Independent Television Corp. Now in Erie ■ But since last September, or one year after initiating this particular program series, BBDO moved its on-the-air laboratory out of Utica and into Erie, Pa., where it is sponsoring another half-hour syndicated show, the off -network Hennesey distributed by NBC Films. BBDO has the usual three commercial minutes within the half hour at its disposal. The typical procedure is for the agency to run three commercials. Then a telephone squad interviews respondents in the area immediately after the close of the show and up to 10:30 that night. The Hennesey series on the Erie station (ch. 13) has the same time period, 7:30-8 p.m., but on a different day of the week, now Thursday, compared to Tuesday in Utica. A detailed description of the techniques, methodology and conclusions was presented last April 2 in Broadcasting. A further check was made last week in an interview with Dr. Clark Wilson, BBDO's director of research. New Results ■ BBDO researchers at Erie have extended tests which. initially indicated that a 30-second tv commercial has a performance value of "twothirds the 60-second commercial." The further experimenting has underscored this conclusion. They also have new evidence bearing out that two commercials placed backto-back and advertising products which are related do not tend to reduce the effectiveness of either commercial. But the agency has confirmed, through tests, an obvious rub-off expected in certain cases from one commercial onto another. This rub-off comes when one commercial is for a dominant brand name and the other is adjacent in hopes of building new product identity through association. BBDO also had found initially that regardless of the product relationship or positioning, the back-to-back airing of commercials again makes no difference in awareness or in effectiveness. In this area, the agency technicians now find an indication that the lesser "known" commercial usually is in the second position, and that there's a carry-over in "familiarity." Solo and Duo ■ BBDO's research team in Erie notes that it still appears, from its further testing, that a 30second commercial run by itself maintains about the same response level as when run back-to-back with another of the same length. It's also apparent that the agency is getting to a point where it can have measurements on awareness, consumer promise and brand preferences in its commercial tests. According to Dr. Wilson, copy-theme testing has been continued with "great success," the agency finding it both a relatively inexpensive matter and worthwhile to the client. There's an approximate $750 charge to the client for each commercial run in Channel One. In the Wt. years the project has been continued, "well over" 200 commercials (some repeats) have been tested. "Some Confidence" ■ The BBDO research department feels now that it is far enough along to "have confidence" in the testing methods used so that its creative people can have "some help." Also of importance to BBDO: The agency now is beginning to see its way clear as to when possibly a commercial may be "growing thin." Researchers with the agency have been plotting a learning curve on this basis and may extend its probing by applying "literature from the 'learning' field." This could be a "fruitful tie-in," according to Dr. Wilson. This possible "breakthrough," however, would come in a touchy area of commercial frequency; to wit, when does a commercial's ability to make the viewer aware of its copy and sales points wear thin? The agency's researchers look forward to determining a set of rules, or guide-posts, for clients. For example, how long should he advertise? How many products can be put on a show? When does he need to change his copy? How long must the advertiser be on the show before he gets results? BBDO people noted that a good many clients have taken advantage of Channel One and that enough data has been accumulated for the agency to circulate periodic reports soon on the research to agency executives and to clients. This Gallo wine commercial that's on-the-air laboratory now located at known nationally to U. S. audiences WICU-TV Erie, Pa. Previously the is one of many first tested on BBDO's lab site was at WKTV (TV) Utica, N. Y. 48 (BROADCAST ADVERTISING) BROADCASTING, November 26, 1962