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1949 FILM AND TELEVISION COMMERCIALS 123
5 per cent (60 minutes) of the twenty hours a day are represented by commercials on film, then in 365 days, at 90 feet per minute and divided by four to allow for repetition, 200 stations will use 98,550,000 feet of film. (The station count is low because it is assumed that many commercials will be transmitted by network.) At the present moment, New York stations are using an average of 26 per cent film, but this includes old film run as entertainment.
From the advertiser's standpoint, the physical characteristics of film commercials will become important. Safety film is a great convenience. Thirty-five-millimeter film shows some signs of becoming standard because of the extra quality it provides. At the present moment screenings for agency personnel and for clients are usually done by means of 16-mm prints which can be shown in any office. Perhaps this will continue to be easier than providing the more expensive 35mm projection equipment.
Finally, whether it is on film or live, the television commercial is not just on the screen, it is also on the spot. New research measurements are already being developed to tell whether the commercial is doing this job. These are the like and dislike charts made by groups of people holding little electric switches that show how they react to every single minute of a program, including the commercials.
There are tests for remembering, and for the extent to which television viewers have a better notion of products advertised to them. There are methods available for making direct checks in the homes of listeners and measuring the ultimate effectiveness of the commercial. This means there must be a whole new technique for film commercials, and that television technique undoubtedly will need the services of dozens of specialists just as specialists are needed to get the best quality in magazine reproduction. Television is a new field, but it comes into action against highly developed competition, and that means there must be top results right away. There is apparently not going to be in television a long period of infancy such as there was in radio. We all must work together to make film commercials technically and creatively the equal of any other type of advertising.
It is certain that the same kind of ingenuity, inventiveness, research, experience, and judgment which made radio commercials so effective so quickly, will make them even more effective in television, even more quickly.