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IN THE MIDDLE OF WASHINGTON STATE
1956 is
THE
YEAR FOR BUSINESS
During 1955, our agricultural output was good, income for our products was high, new industries moved into the area, and many permanent new families arrived. That means GOOD BUSINESS for '56. KPQ (ABC-NBC) can get you your share of that business because it covers the area by itself, protected from outside station penetration by a range of high mountains. For that PLUS business you want, use KPQ, Wenatchee.
5000 WAn? 560 K.C. WENATCHEE WASHINGTON
"Apple Capital of the World"
REGIONAL REPRESENTATIVES
Moore and Lund, Seattle, Wash. NATIONAL REPRESENTATIVES
For joe and Co., Incorporated
(One of the Big 6 Forjoe Represented Stations of Washington State)
by Bob Foreman
is the half-hour television show passe?
The Super G Constellation hadn't been on the ground in California for more than an hour when the question was posed for the first time. I heard it a dozen times more in the next three days attesting to the fact it's on people's minds. "What's the trend now — hours or half-hours?" Everyone there is interested.
Since the question was put to me, I assume they felt I might have a logical answer. I do.
Nielsen beat me to the punch, however, with part of the reply. While I was away, the N.F.I, pocket piece came out with a revamped format. As you know now they are publishing the Average Audience figgers up big (as many of us had been advocating for some time). Ju^t as big as the Total Audience reports. From here on even the most myopic among us can compare a half-hour show to an hour epic across the way. Before, of course, such a comparison was falacious for the big black Nielsen Ratings reflected an accumulated audience. Naturally, the hour epics had a whopping advantage over the 30-minute efforts.
But audience size is far from the sole criterion in most advertisers' minds. At least it should be. Nevertheless, counting noses is an important way of checking out this medium as it is with any other and a lot of folks were permitting themselves to be deluded by the hour-long accumulation.
Now the facts are a bit more apparent. The holdingpower of a show has come more to the fore. The audience attendant during a commercial is clearly printed and is a
( Please turn to page 85)
Why long shotes looked so hot this season
Bob Foreman was among the first to point out that a long show will inevitably look better than a short show of equal appeal. Reason : most commonly quoted Nielsen ratings are those for total audience, including all homes tuning six minutes or more. The longer the show, the more homes which will tune for at least six minutes, even if many then tune out. For uav in which Nielsen is changing reports to put picture in clearer perspective, see text above and sponsor Report 28 Nov.
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