Sponsor (Apr-June 1964)

AGENCIES Minimum n maximum results esearch standards set for As another step in industry self-regulation, BRC probes heart of program ratings by pointing out valid way to research \ MM III l< \1 VJOR STEP I ORV» \KI) has been reported b) I he roadcast Ratings Council, Inc. It's loptcd and issued minimum andards. rhese hit the heart ol program i tings 1 he) arc. in a sense, like the in the game of Monopoly. he) set forth what's expected of uing services when the) go out to easure audiences and issue ratings. v. there an) penalties for not Mowing these rules.' [*he greatest malt) isn't stated, of course. It's iat the rating service ma) lose the I What is stated is this: rating serves have got to follow the rules it icy want to be accredited b) I he roadcast Ratings Council. No cooperation? No seal of aproval! I ike the rules of an) game, each andard is important In itself be kuse it affects, one wa) or anoth . what happens m the end i e . ke program rating. Uso, when taken together, all rules point towards the same ul making sure that program ratigs are effective, reliable and lost important of all -valid. I hat's quite a change from. "Ah rothcr-in-law says our show's a i>mb in Cincinnati." In fact, these rules and standards been deliberately written in general terms I he idea is ut maybe someday they'll serve as ground nilcs foi </// social u Search. It a candidate wants pollsters to find out his chances ol be mg elected, he'll get a more ac curate answer it the) go about it b) these standards Another way oi putting it: 1 his is what should be done when the Poindexter-Pringle Co., Inc 01 anybod) else sets out to tin a survey, whether it's for a network, local station, advertising agenc) or \\a Gardner. I hese ink's 1 or minimum standards, as MR( ' likes to call them 1 have been around a little while I he) were first mentioned in ( 'on gress b) Rep ( )tcn Han is 1 |) \ik 1 right alter he and his investigating committee blasted oil at the industry. Some ol these rules were submitted to him In \ VB's president I eRo) ( 'ollins, -md Hai ris had them inserted into the ( ongressional Record as evidence that the industT) was washing its face When Sponsor gave a report on I he Ratings Council (see issues ol Ground rules for proper research cover: ethii ill standards sample designs n 1 ord-keeping field personnel dist losu sampling weighting Resean // /> ■ March 2. 9 and 16), a lot m< was said about 'minimum St dards auJ ci iteria " Hut now the standards have been determined, written up and official]) adopt I hey're here to sta\ I hey have been written the I people talk When the) sa\ "rating sen is. ." the) nw mi/ations like \KB II Oper, N . Isen. Pulse and Sindlil I five rating it b) the W alread) iting with HR< adopting these standards and p paring tor their first audits tandards l> the work of M. 1 1 \ \\\ able dil pril 20 1964 33