Sponsor (July-Dec 1954)

d SAVE THIS CHART FOR READY REFERENCE M^ssi"0""*-'"1 $900 I Rptr, Jjo for it packas SUBSCRIBERS BASIC DATA SUPPLIED '/4-hr ratings, sets in use, total 287 agencies, audience, audience composition, advertisers, viewers per set; also sponsor, stations plus number cities carrying telecast for networks, misc natl rprt, cum ratings daytime, others pblshd on request LIMITATIONS Undependability of diary keeper. Returns may not be representative. Limited to week's viewing per month. Keeping diary short period could inflate viewing. Some family members may be missed. Can't measure chainbreaks. ADVANTAGES Diary inexpensive. Measures conscious viewing. Covers complete broadcast day, Also station area. Same data may be used in local, national reports. Yields data on short periods, audience composition, flow of audience cumulation. itns 1 ,200 "ort; esi-',500 p nth 378 advertisers, agencies, stations, networks, misc Both R & Tv: ratings, share of audience ,sets in use; Tv only: audience composition, cumulative audience, weekly averages, uhf penetration Phone doesn't cover non-phone homes, rural areas, early or late listening or viewing or out-of-home. Misses unknown amount extra-set listening. Diary has same weaknesses as ARB. Diary-phone combination questioned. Phone: Can produce quick results. No memory loss increases accuracy of ratings. Flexibility in market selection. Can yield audience composition. Use of diaryphone together largely corrects weakness of either used alone. Both R & Tv; l/4-hr Nielsen Rat185 agencies, ings, homes reached, average auto advertisers, dience, share, total audience, §j yr all 8 networks, cum audience, min-by-min audiothers ence, cost per homes, much other analytical data Measures tuning only, not people. As result can't determine audience composition. Amount extra-set listening measured debatable. Expensive. Set breakdowns can affect sample. Mechanical. Reduces human factor to minimum (placing meter, mailing tape). Measures 24-hr daily minute-by-minute tuning; this provides wealth of data not obtainable otherwise. Fixed panel better for trend data. )00 h ;ies0 mo" 400 stations, Both R & Tv: ^-hr ratings, view 100 agencies, ers per set, audience composition, advertisers, share of audience, sets in use, all networks number cities carrying show Interview technique can be inflationary because of memory failure, confusion factor. Technique expensive, especially rural areas. Some family members may be missed. Misses those not at home when calls made. Yields 'round-clock data, also for short time periods, audience flow. Sample can be rigidly controlled. Questions can be added or changed to obtain new data. Can combine with market, product surveys of all kinds. 5 >er tr per r x: 5( 77 agencies, advertisers, stations, networks, misc. '/4-hr daytime, '/2-nr evening ratings, sets in use, average audience by minute, audience composition, indexes 3 times yrly, sponsor identification 3 times yrly Phone coincidental doesn't reach nonphone homes, rural areas, early or late listening or viewing or out-of-home. Misses unknown amount extra-set listening. Radio report limited to 8 a.m. -8 p.m. weekdays. Very fast. Does not ask respondent about radio and tv at same time. This tends to give more valid radio ratings. Only service giving network popularity reports. Other advantages similar to Hooper above. $'0 150 advertisers, agencies, media, others '/}-hr ratings, sets in use, audience share, average viewers per set by time period and by program, number of homes reached, number cities carrying show, sponsors Limitations much like ARB above. Rotating panel used (same homes kept 7 months, I /7th changing each month). Is 7 months too long for accurate diary keeping? Additionally diary returns may not be representative. Rotating panel enables Videodex to discard first week's diary as "inflationary, otherwise atypical." Claims it can build more representative sample over long period, get more accurate trend data, than one-shot approach. uarterly. GNielsen National Radio reports issued biweekly, cover tirst and by wire in 12 hours on any one program. HVideodex price to agencies, advertisers and I ot month (1 each), National Tv reports issued biweekly, cover 2 consecu media for basic service (network, multi-city and local reports!; additional markets ■ each month. 7Pulse package includes all radio and tv market reports plus available at marginal cost. KiNielsen is launching new local radio and tv measurement l,network report plus twice yearly radio network report. STrendex can report service in October in 3 markets; 3 markets to be added a month till 50 are covered. no added premium. These plans, and similar variations, are designed to accomplish a double purpose: (a) to fit more advertisers into morning radio, and (b) to provide an inducement to advertisers to buv time outside the peak morning hours. This fall, if an advertiser or timebuyer does not want to go into a rotating morning schedule he will often face premium prices and very tight availabilities in prime morning time. 4. Out-of-home listening: This summer, the amount of radio programing and follow-through promotion aimed at out-of-home radio listeners will hit an all-time peak. And sponsors — in cluding such advertisers as LincolnMercury, Rayco Seat Covers, Philip Morris, Armstrong Tire & Rubber. Buick, Admiral. RCA and others — have been buying many time slots to reach out-of-home dialers. There's every likelihood, according to reps and station executives, that this trend will continue. Typical recent buy: Sun Oil Co.. a veteran radio advertiser, recently signed for a series of "holiday weekend" announcement saturation packages to carry through the summer and into the fall. Sun Oil will lay down a barrage of announcements from the eve of the holiday (4 July, Labor Day and others) right through the morning of the first work day that follows, using most of key Eastern markets. Target: the motoring audience. Several timebuyers told sponsor that reps and stations were making more and more sales pitches in which a program rating was actually the combination of in-home and out-ofhome ratings. This varied all the way from the policy of John Blair Co. (combine all Pulse in-home and outside-the-home radio ratings wherever available) to NBC Spot Sales, which combines inand out-of-home ratings occasionally in special presentations to auto, gasoline, appliance and suntan oil manufacturers. I 12 JULY 1954 199