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23 FEBRUARY 1953
SPOIOR evaluation of two key post-freeze problems
Of paramount concern to advertisers and agencies today is how to plan ahead for stations now coming on the air in ever-increasing numbers. To help in your planning SPONSOR has gathered facts on two post-freeze problems: (1) the inevitable increase in audience competition and (2) t 811
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1.
Even a well-rated TV program may be a poor bet for future
Big-time sponsors in TV are facing a new problem: How will their present shows stack up when onestation TV markets fill up ivith new outlets and all-out rivalry starts? Latest TV research, notably the Nielsen studies in the nine fully competitive TV markets in the U.S., offers many new clues, sponsor's analytical study of the problem of future competition reveals that TV network ratings will drop as competitive pace steps up. How big a drop depends on your show. Story starts p«»<* 31)
2.
UHF: What it is and how it differs from VHF television
sponsor went to timebuyers, asked them what they wanted to know about UHF, then got answers from stations, engineers, and scientific and market sources. To sum it up: UHF works well but still has some kinks which have to be ironed out. Picture quality is the same as VHF, however. Besides watching new set sales, agencies must check conversion rate in UHF markets which get fringe VHF signal. One big question: Will better transmitters reduce dead spots in reception?
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23 FEBRUARY 1953
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