Sponsor (July-Sept 1959)

establishes this fact, providing what Mr. Jones calls a "breakthrough" in tv research. • Viewers, in differentiating among stations, develop images and tend to respond more favorably to commercials and clients who are represented b\ the favored image station. • The favored station in the two test cities was the CBS o&o outlet, in each case channel 2, by a wide margin, competing against ABC and NBC o&o's on channels 4 and 7 respectively in both New York and Los Angeles, and against three independent or non-affiliated stations in each city. The logical progression, as CBS puts it: Viewers associate CBS-owned tv stations with authority, prestige and confidence. The viewer looks to these stations for important and wellbalanced programing. Therefore the audience pays stricter attention to CBS-owned tv stations commercials anticipating quality product advertisements. The sponors thus receive maximum attention and response. How is the industry reacting to these assertions? Typical of the agency point of view is the reaction of Peter M. Bardach. senior media buyer at Foote, Cone & Belding. New York, who commends CBS for performing "this genuine service to the industry." But he sees "no significant effect on advertising planning" as a result. "In general, the conclusions reaffirm what the agency has always thought — there is a certain magic something about network call letters." "But media decisions," says Mr. Bardach, "will continue to be based more on the efficiency of a specific tv opportunity." For the study, eight qualitative questions were asked in personal interviews with 1.200 persons in New York and Los Angeles. Here are the word-for-word queries and the responses. A. The respondent is handed a picture of a family watching tv. "These people are talking about tv programs and tv stations. You happen to pass by and overhear some of their comments. Id like you to guess, from reading each comment, what tv channel they are referring to. Which TV CLARK GEORGE, v.p.-genl. mgr., KNXT, L.A., helped preview Station Image Study • STATION PERSONALITY. For the first time, it's proved a tv station has a personality. The stronger and better personality is that oj a net affiliate, particularly a CBS outlet. More than half the viewers surveyed gave the nod to the CBS station as favorite source of shows • IMAGE EFFECT. The station image or personality has a profound effect on an advertiser's campaign. Sponsors enjoy a better climate for commercial response on a net affiliated station, particularly with CBS outlet, than with indie. Indies inspire far less confidence • COMMERCIAL QUALITY. A company slipping in sales, desperately trying to regain its position by loud, big promises, is most likely to advertise on an indie. But one which advertises an excellent product and has a reputation for honesty, reliability, is most likely to be on CBS • PROJECTIVE TESTS. Six qualitative questions are answered in the CBS report, More Than Meets the Eye, giving the image of a tv station in the eyes of community it serves. This intangible factor documents what buyers have long sensed but could never definitely prove • SURVEY MARKETS. Personal surveys were conducted among ] ,200 viewers in Los Angeles and New York where conditions are ideal and identical for the toughest possible lest. In each market each of the three nets owns a station and competes with four non-net independents 28 SPONSOR 4 july 1959