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TOO YOUNG TO VOTE
(Continued from {Hipe 32)
did the 13-19 year group approach the levels of sponsor-identification ratings as reported by the Hooper organization. However, one factor must be taken into consideration. In the case of Hooper, the question is asked while the listener is tuned to the program. In the case of the Gilbert-NBC survey the respondents were asked to identify the sponsor of the program the) had listened 'Xo last week. It's one thing to name a sponsor of a program to which the respondent is listening at the time, and another to recall the name of the advertiser after recalling a program as a "favorite." Sponsor-identification recall will always be lower than coincidential. Nevertheless, the discrepancy between responses in this "recall" vouth survey and those of the Hooper coincidential sample is surprising.
If this survey can be accepted at its face value, there is a great need to increase the brand-name consciousness of men. To quote from the soft-dring section of the report. "As boys grow older they lose some brand consciousness, whereas girls increase in brand consciousness. The effect is that about one-third of all boys and girls in each group have no favorite soft-drink."
Since soft-drink consumption is greatest during 18 and 19, advertising is failing to do its job when one out of every third teenager has no favorite brand.
Program desires for the under13 year group have been changing rapidly. The old Uncle Don may be replaced by Howdy Doody but the concept is different. Uncle Don talked down to the kids. Howdy Doody and his mentor Bob Smith treat the moppets as equals. That is not only indicative of Boh Smith but it's true of most highrating programs addressed to children of all ages.
In a forthcoming issue, sponsor will report on juvenile disk jockeys from five to 15 \ear olds. It will report on what makes the Rumple Humbles of broadcasting get out and do selling jobs that outstrip their predecessors. Broadcast advertising continues to grow up. Every generation wants something different than its forebears. Even if it doesn't know what the previous generation listened to.
Most of those in broadcast advertising today don't know either.* * *
IVTIG
DOMINATES
THE PROSPEROUS
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Paul W. Morency, Vice-Pres. — Gen. Mgr. • Walter Johnson, Asst. Gen. Mgr. — Sales Mgr. WTIC's 50,000 WATTS REPRESENTED NATIONALLY BY WEED & CO.
WMT makes big ones out of little ones in Marble Rock
(IOWA)
Making mountains out of mole-hills is a desirable condition . . . when the mountains are markets and the mole-hills their relatively small components.
In Eastern Iowa, WMTland is a mountain of a market, made up of more than a thousand communities whose aggregate population is well over a million. Marble Rock is typical of these communities, small but significant, rich in buying power and loyal to WMT's exclusive CBS programming. When you want to reach all the Marble Rocks in Eastern Iowa, tell WMT's prosperous audience and 6tart your sales curve mountainclimbing. Ask the Katz man for full details. \
WMT
CEDAR RAPIDS
5000 Watts 600 K.C. Day & Night BASIC COLUMBIA NETWORK
23 MAY 1949
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