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DOMINANCE
in the AUGUSTA market
THE AUGUSTA TELEVISION AUDIENCE
AVERAGE QUARTER-HOUR HOMES REACHED SUMMARY
MARCH 1962
AMERICAN RESEARCH BUREAU
NETWORK OPTION TIME AND LOCAL TIME DAY-PARTS
STATION AVERAGE HOMES REACHED
WJBF (N8C-ABC )
Station "A"
MONDAY THRU FRIDAY 5:00 PM to 7:30 PM
37 1400
10,800
MONDAY THRU SUNDAY
5:00 PM to 7:30 PM 7:30 PM to 11:00 PM 11:00 PM to Midnight
36i 100 39,200 5 I 500
11 1 100 2O18OO 5,400
BROAD DAY-PARTS
WJBF (NBC-ABC )
Station A (CBS)
MONDAY THRU FRIDAY 9:00 AM to 12:00 Noon 12:00 Noon to 6:00 PM
16, 800 22,300
5,400 7 1900
SATURDAY & SUNDAY 9:00 AM to 12:00 Noon 12:00 Noon to 6:00 PM
15, 100 20,500
516OO 8,200
MONDAY THRU SUNDAY
6:00 PM to 10:00 PM 10:00 PM to Midnight
43,400 13,600
18,700 12, 100
6:00 PM TO MIDNIGHT
33,500
16,500
9:00 AM TO MIDNIGHT
25,400
10,900
CHANNEL
AUGUSTA, GEORGIA
call GEO. P. HOLUNGBERY COMPANY, national repfesentatives
38 (BROADCAST ADVERTISING)
WORK TESTS INTEREST
Commercials go dark when button-pusher quits punching
A new method of pre-testing television commercials and programming by making the viewer "work" to keep the picture going is described in the latest issue of the Advertising Research Foundation's Journal of Advertising Research.
An article in the September issue, published last week, told how a television set was rigged so that the picture would go dark unless the viewer kept pushing a small button in his hand: the higher his interest, the faster his punches and the brighter the screen — and vice versa.
The article, by Dr. Ogden R. Lindsley of Harvard Medical School and the Behavior Research Co., reported on experiments with two viewers who watched a series of television programs. They pressed the button often enough to keep the screen lit during most of the programming but not during the commercials. Dr. Lindsley reported.
The author suggested that this system of pre-testing would be useful in many ways: in fitting appropriate programs and commercials together, for example; in deciding details of program composition and even perhaps in assisting in a more accurate selection of media.
If a film or tape show produced "listening responses" but not many "looking responses," Dr. Lindsley said in explaining the system's possibilities in media selection, then the program "clearly would be more efficiently presented over the radio medium" rather than tv.
The article is one of eight studies related to tv in the Journal's September issue which is labeled "The Television Issue."
In another, Leland L. Beik of Penn State U. reported on a way to classify a tv commercial into four components and rate their ability to generate recall. In descending order of their recall values he rated them as follows: picture, print, voice, sound.
A study of British viewers reported that 24% of the women counted as nighttime viewers by "normal recall or diary techniques" were found to be "in fact not present in the viewing room for the whole of the commercial appearing between programs or next to the program."
The same study, by C. G. F. Nuttall of the London Press Exchange Ltd., a leading British advertising agency, said that the number of viewers who were "solely viewing" ranged, in the evening from 42 to 50% of the men and from 31 to 34% of the women.
James A. Landon, research director
BROADCASTING, September 24, 1962