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New ilerelopmeuls on >/*0 Y>0#{ stories
p.s.
See: "Squeezing the most out of Bing"
IsSlie: 4 July 1949
Subject: Sponsor shift on WCBS. New York
The fart that the 10:15-10:30 daytime Godfrey wasn't heard during the first few weeks of his sponsorship by Spray-a-Wave was not due to any Crosby-Godfrey or Minute Maid-Spray-a-Wave contretemps. It was just a case of a third sponsor who couldn't be moved for three weeks, due to contractural obligations. Crosby is now heard in New York at 10 a.m. and Godfrey starts at 10:15. Thus the Crosby-Godfrey back-to-back scheduling hasn't changed and everyone's happy, except perhaps the sponsor who isn't on the WCBS air any more. Everything is okay between CBS and Minute Maid. The Columbia friendship recently brought Minute Maid from WHDH (Boston) to the CBS owned-and-operated outlet in the Hub, WEEI.
p.s.
See: "Per-inquiry advertising"
IsSUe: 4 July 1949
Subject: A few misplaced credits
While Harry Goodman has won awards for his weather jingles and other programs, it is the Frederic Ziv transcription organization that represents Calling All Girls and that won the CCNY accolade for promoting this transcribed program.
No estimate of the business placed on a per-inquiry basis was made in the 4 July report. This omission was deliberate. There are no accurate figures available. Any estimate is crystal-hailing.
p.s.
See: "The national rating problem"
ISSUe: 6 June 1949
Subject: Cost-per-thousand figures, etc.
Although it has been generally understood that Nielsen's compuation of his cost-per-thousand figures I which he reports on the inverse basis of "homes reached per dollar" I was based upon gross-time figures, they have instead been figured on "a series of discounts which develop a figure very close to the net amount actually paid by the sponsor."
Also, most recent Nielsen figures are based upon the newlv BMB-reported 39.275.000 radio homes, rather than the old 37.623.000 figure.
It is also Nielsen's claim that his unusable tapes which average "less than 109* of the total tapes.'" create program-rating differences of only a fraction of 5%, which it's claimed is "well within the margin of statistical error inherent in all sampling operations."
It is also reported that with the new mailable Audimeter tapes, Nielsens advance ratings will not be at variance with his final ratings.
The expected violent opposition to Hoopers networkTV ratings has thus far not materialized. There is nothing to prove Hoopers figures wrong and he s gambling that there wont be.
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