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On the other hand, the 235 members of the ANA's radio and television group and its 22-member steering committee passed a long resolution covering the entire range of "research data concerning the physical coverage and actual penetration of radio and television stations."
These firms spend probably $400,000,000 annually in advertising.
The resolution followed four months of discussion and depth interviews with members of the entire group by a technical subcommittee headed by Joseph M. Allen of Bristol-Myers Company.
The five categories of data sought by them are:
1. The area covered by a station;
2. Market data;
3. Program audience for individual stations and networks;
4. Physical characteristics of stations;
5. "Product information that can be of major assistance in special cases."
Data in the first category, on station area, generally would continue under a tripartite organization such as the BMB, the ANA said. Information in the other four categories generally would be provided by stations and networks and other research sources.
Under Point 1 advertisers want to know:
A. Total number of homes that can listen to a station, subclassified by counties, townships and other subdivisions;
B. Frequency that a home or family listens to a station;
C. Total number of homes that can listen to a station, day or night;
D. An indication of any seasonal shift in listening to specific stations.
At present, the ANA committee explained, BMB "is set up to provide data under the first three divisions of Point 1. Since the frequency of BMB reports is limited (thus far to once in three years — ED.) seasonal trends for individual stations are not available." Studies by C. E. Hooper, Inc., A. C. Nielson Company and others fill some of these gaps.
The ANA pointed out that the type of data covered by the four subfactors, "in essence, gives the total potential audiences to stations in the United States," and is "essential to the effi( Continued on page 67)
Leading advertisers want . . .
tripartite research (directed jointly by advertisers, agencies and broadcasters) to provide data on station coverage:
-*• Total number of homes in area
2. Frequency of home or family listening
3. Seasonal listening shifts
Leading advertisers want . . . ittriepettffettt research to provide data on:
I' Program audience
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2. Station characteristics (poiver, frequency, signal clarity, etc.)
3. Otlver data ( sponsor identification, program sales power, product use, etc.)
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4. Other market characteristics
21 NOVEMBER 1949
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