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New developments on SPONSOR stories
Cuban survey results are shown to U. S. press and radio visitors by CMQ's Mestre
See: Issue:
"Is there a way out of the rating muddle?"
12 March 1931, p. 32
Subject: ,ndu*»r> commi hope for rese
ttee offers advertisers earch standardization
U. S. radio advertisers rely on numerous research organizations and their four basic techniques to keep them up to date on listening tastes. And these four methods — meter, phone coincidental, diary. or aided recall interview — all have their adherents.
In Cuba, since 1944, a group of advertisers have taken research into their own hands. This group, the Association of Advertisers of Cuba, checks radio station audiences by means of a mass coincidental home interview technique. Telephone distribution in Cuba is not nearly as extensive as in the United States, so that the coincidental home interview technique on a grand scale is a necessity. At the same time it provides a type of data usually unavailable in the United States and which many agency research directors would like to have.
Cuban homes are classified as "A," 'LB," "C," and "D" and one out of every three homes in each classification is polled. In some years, the poll is monthly ; in others as few as three annual checks have been made. A national survey made last November included 35 cities, with 160.000 visits to homes over a period of three weeks during the hours of 9:00 a.m. to 10:30 p.m.
A recent Havana survey covered 47,378 homes. (At 11,076 homes no one was at home. I Interviewers asked: Is your radio on? What station are you listening to? What program? Who sponsors it?
Other association data includes: homes with radios; homes without radios; listening; family racial types (white, Negro, or mulatto I .
Some basic faults include, says A. M. Martinez, vice president of the Melchor Guzman Company (which operates station CMQ I : failure of interviewers to define what actually constitutes an "A," "B, ' "C," or "D" type home; number or percentage of homes in this category; and the custom of interviewers to poll people only on the main floor of each building.
Despite these defects, the association helps advertisers glean valuable data about the Island market. Martinez points out that, oddly enough, association research shows all Cuban broadcasts get more women than men listeners day or night. That includes baseball playby-plays, children's shows, and other fare which usually attracts a majority of male listeners in the United States.
23 APRIL 1951
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. . it's
with
• 59.5% Net Listenership gain
• Top CBS Shows
• Forceful Local programming
*"*225,000 population in Metropolitan Mo< bile
And Still Growing!
National Representative,
Adam J. Young, Jr.
F. E. Busby, General Manager
21