Sponsor (Jan-June 1953)

Will M be the big fact-findiii: year for radio? SPONSOR survey indicates near-record spending for multiple set, out-of-home, other research ./In industrial analyst once wrote: "You can measure the vitality of an industry by the amount of research going on in it. Nothing replenishes the vigor of an industry as much as the fodder that comes from a persistent program of research, whether it be in the laboratory or in the pursuit of factual data." This observation has an especially apt significance for radio as the medium moves into 1953. A survey conducted by sponsor brought out plenty of evidence that a big job of fact replenishing will be done for radio during 1953. Intent on learning what the planning was for radio research, sponsor can vassed research firms, the networks, station reps, and radio promotion organizations. Key point emerging from this inquiry: The fact finders are not only geared to furnish radio with masses of material but they are seriously concentrating on doing something to clear up many of the mistakes, inadequacies, and confusion that have accumulated in radio research over the years. The survey disclosed that the field of radio research had singled out these objectives for prime attention: research Six hiy faet-findiny projects slated for 1953 1. Out-of-home listening: BAB and Pulse are putting lot of ivork into counting car radios, measuring their use 2. Chechiny patry vs. radio use: ARB is adding to its techniques for matching purchases with family listening 3. Multiple set listeniny: Most rating services agree it is imperative to measure all listening in the home; some are studying ways to implement the technique 4. Listeniny at niyht in TV homes: NBC, BAB are charting radio attention as compared to TV, newspapers, magazines 5. Prohiny the ratiny services: ARF seeks to reduce the confusion from different rating techniques by "putting yardstick to reasons" and evaluating shortcomings 6. Sales effe€'tivencss at store counter: BAB will add drug chains to ARIU studies on radio vs. newspapers Plllllllllllllllllilllllllllllllllllllllllllllli 28 1' Implement the techniques for counting multiple-set and out-of-home listening so that the advertiser will become aware of the full dimensions of the radio audience. 2. Reduce the complications created by the various rating systems to the point where the advertiser can better evaluate radio's true power of penetration and listening picture. 3. Chart the listening pattern of radio in TV homes at night in order that the buyer will have a keener conception of how radio rates as an attention getter in comparison with TV, newspapers, and magazines. 4. Expand to a major degree the use of the Advertising Research Bureau Inc. (ARBIl method of measuring sales effectiveness as between radio and newspapers at the point-of-sale. 5« Document, on the basis of the latest circulation coverage figures, the concept that a radio network can over a period of weeks deliver enough unduplicated homes to make it virtually a "must" for an advertiser to supplant his TV network operations with a radio buy. 6. Make a qualitative study into the influence dimensions of radio, determining how deeply the medium influences how many people in their buying and other habits. Judging from the scope and the multiplicity of the projects reported either approved or on the drawing boards, it could be one of the top money years for radio research. Quite obvious is the fact that the two points which independent research organizations are focusing their developing efforts involve research gaps that have incurred great resentment from the radio industry: (1) failure to measure listening outside the living room; (2) treating (Please turn to page 79) SPONSOR