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SUCH AN OUTSTANDING TV BUY
[ion. According to CBS TV, two s|ini> in prime time can deliver a net
unduplicated weekly rating of 36; three >|ki|> a week, an unduplicated weekly rating of I!!: and four spots a rating <>f ">!>' < of audience.
Four-week nel unduplicated ratings are <>.">'< for the two spots-per-week schedule. 80* for threea -week, 87^ for four.
Third segment of the presentation ODvers the advantages of scatter plans in the use of prime time 20s. With scatter plans now in effect on all CBS-owned -tat ions. "The Prime Challenge" offers an example from iWBBM-TY which provides four different adjacencies for a 20 over a four-week period and delivers a fourweek net unduplicated rating of 67.2, slightly higher than the rating for two fixed spots.
Four "Media Value" of prime evening 20s. according to CBS spot salesmen, is Balanced Market Exposure. Says the presentation. "Advertising media typically concentrate on hard core audience segments. Even with television you get a lot of exposure to the heaviest viewers which tapers off among lighter viewing families."
CBS TV maintains that prime time 20s on a Matter offer an advertiser Ids best change to even off delivery of his message so as to reach all groups from heaviest to lightest viewing.
To demonstrate the point it offers a special study conducted by Arbitral in New York, comparing two prime spots in scatter plans with four spots in the Tonight show.
Both reached comparable gross ratver a four-week period (156.5 for prime -pots. 156.1 for Tonight). Net unduplicated ratings showed a wide variation, however, with 74.5 for the scatter plan 20s. against 47.3 for the Tonight spots.
Dividing these audiences into thirds i "Lightest exposed, medium exposed, and heaviest exposed" i the Arbitron study showed that the Tonight schedule gave an advertiser great frequency (7.11 among the heaviest viewing third hut that he
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Comparing '20s' with "Tonight" Spots
2 PRIME SPOTS
PER WEEK (Scatter Plans).
4 'TONIGHT' SPOTS PER WK
4week Gross Rating
156.5
156.1
4week Net Rating
74.5
47.3
Frequency
2.1
33
4-WEEK NET AND FREQUENCY
PRIME SPOTS
74.5
49 7
24.9 V.
TONIGHT'
LIGHTEST 1
exposed 3 47 3 wf§
MEDIUM 1/ 31 6 SS&S EXPOSED 3
15.8
HEAVIEST 1 EXPOSED 3
Avg . Frequency 2.1
3.3
AS PART of its presentation on prime time 20-second spots, CBS Television Stations division offers charts from an Arbitron study which compared audience reach and penetration of two evening 20s and four spots on Tonight show, using unduplicated homes, weekly and monthly
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SPONSOR
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