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sented one per week, which alternate as a tandem I .
The reason for using such a programing approach is equally simple. With TV time and talent costs constantly rising, putting on a show everyother-week costs less, gives the talent a "breather," and allows more time for finished production.
Two recent examples of "alternate week" shows: Robert Montgomery Presents and Somerset Maugham Theatre on NBC-TV, and Starlight Theatre and Burns & Allen on CBS-TV.
Q. Do viewers have difficulty in following schedules for these shows?
A. Yes, there is some confusion. Last month. Advertest Research conducted a survey in 770 TV homes throughout the New York area, interviewing male and female viewers on this topic.
Some of the highlight findings: (ll Only 42% could name, without help, one alternating week program. (2) Only 40% know in advance of performance which alternate of a pair will be presented. (3) Only 16'< could
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name the program scheduled for the evening of the day of questioning.
Some 37% of viewers miss seeing some alternating programs because they do not know that they are on. However, some 41 % of the respondents said that they felt they were getting "better programs" by this method.
Q. Do viewers seem to prefer weekly TV shows over alternating wek programs?
A. Yes. Advertest figures show that 68% of the sample preferred weekly shows. Main reason: the ease of following programs.
Q. What effect does the alternate-week show have on viewing patterns?
A. According to Advertest: "In some cases, a large audience is shared by buth programs. In others, a joint audience is small. In some instances, it appears that the weaker of a pair of alternating programs benefits from the fact that it alternates with a more popular program. More than one-third of all respondents do not watch any pairs of programs. However, 64% watch at least one pair of alternate week programs."
Q. Does putting a show on an alternate week basis lower its sponsor identification?
A. To some extent, yes. But. there is a counterbalancing saving in costs. The Advertest study shows that the average sponsor identification figures for the current alternating programs ranges from a high of 87% to a low of 6%, with an average identification for the six pairs of alternating programs at 38%.
S.I. for 12 comparative weekly programs ( selected on the basis of time, type and relative popularity ) ranged from a high of 74' i to a low of 15%, with the median running for the 12 shows around 44' . .
Q. Is it wise for a sponsor to think of putting his show on an alternate basis?
A. Says Advertest: "the alternate week television program can be. and in many cases already is. a strong audience builder and effective advertising vehicle."
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