Sponsor (Jan-June 1953)

kitchen radio; (3 1 extension of its cumulative Nielsen audience studies through which it measures how many radio listeners are reached with a regular program series in the course of a day, week, month, or three-month period, including TV areas; 14) a special project to study intensel) the pattern of radio listening at night in TV homes and at the same time check on the proportionate attention shared with TV, magazines, and newspapers; (5) continuance of BAB-financed ARBI studies to measure sales effectiveness and dollar volume produced by radio as against newspapers at the point-of-sale. So far the studies have been confined to department stores and food chains (among them the Kroger Co.) but early 1953 plans call for adding drug chains to the list. Masterminding these projects is Kevin B. Sweeney, v. p. in charge of promotion and research. CBS Radio: Has a number of projects in the planning stage which it would prefer to keep under wraps. In any event, it expects a busy research year, especially when analyzing the whole network picture in light of the coverage data now being funneled to the network by the Standard Audit & Measurement Service. C. E. Hooper: Apparently the only developments that might come under the heading of "new" is the broadening of Hooper's Mediameter studies. Hooper here uses his coincidental telephone technique to determine the minutes of use daily of the four media — radio, TV, newspaper, and magazines. MBS: Most of its projects for 1953 are still in the planning stage. However, the network will do a lot more expanding of the data it collected for its study, "Non TV America," which it released in the fall of 1952. It will probably supplement this study with one along the lines of "TV America," which would focus on multiple-set and out-of-home listening. \'BC: Has a number of what it considers important projects lined up for the next few months, but the one big direction its efforts will take is the selling of advertisers on the idea of supplementing their TV hookups with "Give the farmer :i good product, good service, and fair treatment and you'll have a customer who will stay with you in good times and had, and even from generation to generation. The farmer is a good buyer when he has money or sees the prospect ahead for making money. The farmer is the most loyal customer that has ever heen seen. He is an individualist. He is a risk-taker. He is a husinessman." THEODORE B. HALE, V.P. International Harvester Co. *••••••• a radio network. With the aid of the radio circulation data it has bought from Nielsen, the NBC research department expects to build a documented story showing that there are enough unduplicated homes to make a radio network almost a "must" for a national advertiser already u-ing a TV network. The basic premise of this argument is that a TV home should not be considered a dead loss to radio circulation at night, since at some times during the course of a number of evenings people in that TV home are bound to listen to radio. Like other organizations. NBC will ?o in heavily for studies that deal with out-of-home and multiple-set listening;. It will also extend its s'ud'es on mea-uring radio's >ulrs effectiveness along the lines of the "Radio Hofstra" it revealed to the trade last September. A. C. Nielsen: Is carefully examining its existing sample of radio homes in the light of data on multiple-set homes it gathered in the course of its 1952 coverage study. There is a probability that it will change this Audimeter sample to meet the incidence of multi-sets. During 1952 Nielsen ma) also launch a Nielsen Coverage Study No. 2. This will largely depend on the demand there is for it. Pulse: Will expand all of its out-ofhome surveys and do some work on secondary-set usage, introducing the former into more and more ol the markets it services as the year proceeds. Dr. Sydney Roslow added that he had a couple of new services on the drawing board which should be ready for unveiling to subscriber prospects in a few months. Stantlanl ltfrftl & Measurement Service: Dr. Kenneth Baker, who heads this operation, said that the coverage job he has just wrapped up left this impression with him: Coverage measurements should be done more frequently and at much less expense. It seemed ridiculous to Baker that over SI million should have to be spent each year on this sort of undertaking by a single medium. As for plans, Baker's most important one is to get copies of his radio circulation data to all the advertising agencies as quickly as possible. First delivery of SAM coverage data has already been made to some 100 ad agencies in cities like New York, Chicago, and Los Angeles. * • * This is WHDH's Bob Clayton! Famous for his Nationally Known "Boston Ballroom" One of the outstanding WHDH personalities who is selling your products to Eastern New England's Market of over 1,500,000 Radio Families. Subsidiary of the Boston Herald -Traveler Corp. WHDH 50,000 WATTS BOSTON See Your John Blair Man 12 JANUARY 1953 81