Sponsor (Jan-Mar 1963)

TvQ's buyer-target sharpshooting ► Survey takes aim at aluminum foil users ► Buyer groups paired with program choices ► Data assures more accurate buys Mr. Advertiser — would you like to know which tv programs are most liked by the heavy users in your product category; which programs are most favored by your competitors' customers, and which are most enjoyed by your own customers? Would you like to know how to increase sales through a more refined selection of programing? These proposals are not pitchman "hookers," but actual services which for three years have been provided to clients, advertising agencies and tv networks by TvQ, the qualitative tv service, a divi sion of Home Testing Institute, Manhasset, N. Y. Functionally, it is possible for an advertiser — whether his strategy aims to ensure his customers' loyalty, or whether it tries to reach into his competitors' share of market— to use TvQ data to buy into those programs best suited to his purpose. How the TvQ system works may be explained beginning with an analysis last June and July of 711 housewives who used aluminum foil. HOW it's done. In the national sample, TvQ broke down the differences in program preferences, by specific cises and program types, between: 1) light, moderate, and heavy users of aluminum foil, and 2) users of the three major brands of aluminum foil — Alcoa, Kaiser, and Reynolds. Heavy users — those who consume a roll in three weeks or less — comprise 37% of the sample, but account for about 63% of total consumption, making them the logical target for an advertiser. Again, if an advertiser knows who uses what brand, he may adjust his campaign strategy accord How aluminum foil users rate shows Dick Powell % Fav. Rank Alcoa % Fav. Prem. Rank Follow/Sun % Fav. Rank TOT. USERS 24 25 18 39 8 94 LT. USERS 19 31 15 47 8 86 MOD. USERS 23 29 18 42 7 96 HVY. USERS 30 13 22 32 10 91 ALCOA USERS 25 22 20 40 9 88 KAISER USERS 20 33 14 58 5 96 REYNOLDS USERS 24 26 19 38 9 86 TvQ notes that Follow the Sun is doing better among its competitors than among its own customers. On the surface it looks negative, but if this is their strategy, then this is good. Also note, the three shows do best among the heavy users ingly. For instance, if an advertiser has a lion's share of the market, such as Reynolds, he may prefer to strengthen his customers' loyalty. Alcoa and Kaiser, on the other hand, in an effort to increase their share of the market, may reach out for the Reynolds consumer. "One important thing for an advertiser to remember about TvQ data," said Henry Brenner, HTI president, "is that favorable program opinion by the viewer is positively related to tv advertising effectiveness. "There is much evidence, which we will soon release in a report, that people who favor programs, compared to lukewarm viewers, watch the programs more often and more attentively. They also watch commercials more often and attentively and have better recall of the commercials and their selling points." The report, Brenner said, is based on TvQ studies, studies by the J. Walter Thompson and Benton & Bowles advertising agencies, by the London Press Exchange, and by doctoral candidates at Ohio State University. Drawing the bead. "Once an advertiser knows his target consumer," Brenner continued, "whatever his strategy, he can maximize his advertising effectiveness by locating the programs most enjoyed by these people." The three programs sponsored by aluminum companies last summer were: The Dick Powell Show, Reynolds; Alcoa Premiere; and Follow the Sun, Kaiser. The table (at left) shows the per cent favorites (% Fav.) for the three aluminum company shows, as well as their rank among all 117 prime-time network shows, by two categories, intensity of usage, and brand. But, before any understanding of the tables can be made, it is necessary to know what "% Fav." 28 SPONSOR/7 JANUARY 1963