Sponsor (Jan-June 1956)

Page scan 0001261 from Sponsor

Record Details:

Title:
Sponsor
Date:
Jan-June 1956
Publisher:
New York : Sponsor Publications, Inc.
Volume:
Sponsor (Jan-June 1956)
Leaf #:
0001261
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals","Television advertising -- United States -- Periodicals  LinkTelevision broadcasting -- United States -- Periodicals.
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Subtitle varies: The Buyers of broadcast advertising; The weekly magazine TV/radio advertisers use; the national weekly of TV & radio advertising
Date Added:
August 29, 2024
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[DEPENDENT COUNTY GUESSTIMATE U. S. CENSUS FIELD SURVEY ARF CALCULATIONS NATIONAL TV SET COUNT BY COUNTIES 30 APRIL 1956 ARF tv set count: Will it meet Group offers industry-approved figures but updating data is already a problem by Alfred J. Jaffe M he television industry's problem of finding a way to provide a single, reliable source of tv set count figures acceptable to all segments of the industry — advertiser and station alike — has been a pounding headache for many years. This week one prescription for this persistent migraine has been offered to the buyers and sellers of tv time by the Advertising Research Foundation. The prescription is expected to be eagerly taken but already some doubt has been cast upon whether it will relieve the pain. The ARF offering is an estimated county-by-county tv set count based upon a statistical breakdown using national and regional Census Bureau estimates together with independent figures. The Census Bureau estimates come from a sampling made in June 1955 and, like the county figures, were underwritten by the three tv networks, the NARTB and the TvB. The county figures may be the forerunner of similar data put out at periodic intervals by ARF and the same underwriters. But, then again, they may not. The ARF itself considers the figures as an "interim solution rather than a definitive answer to the problem of estimating television households by individual counties." To what extent the figures meet the need of the moment or to what extent the ARF can develop something that can is a question being mulled over in many industry quarters, not to men 27