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SPONSOR-SCOPE continued
The RTFS round table luncheon at the Roosevelt, New York, Tuesday (26) developed into an open season for blazing at NCS #2, which has been under fire from stations and reps since its release late last year.
John K. Churchill, Nielsen v.p., who was on the receiving end of queries from rep and station people:
1 l Implied the percentage of personal interviews was adequate.
2 i Denied the radio and tv questionnaires were "mixed."
3 l Defended the use of the "open-end question" against attacks by Robert Hoffman, promotion-planning director at WOR, New York, who charged that the NCS method "short-changed" radio.
Ageney confusion about NCS #2 was reflected in comments by Robert Kibrick, of K&E. who said (a) stations have not helped buyers use NCS properly, (b) NCS is not used adequately because some agencies don't know how, and I 3) he thought agency and station people ought to set up teams to make recommendations on effective use of the service.
Among the other participants were Dan Dennenholz, Katz Agency research chief, who said projecting ratings figures to a station's full coverage area was impossible statistically: and Ward Dorrell, Blair research head, who twitted Nielsen on its use of mail ballots in light of its attacks on SAMS four years ago.
For CBS, Inc., 1956 was a record year in sales and earnings. The company's annual report contains these highlights:
• Net revenues and sales were $354.8 million — 12.1% over 1955.
• CBS TV's sales were 18.3% better than 1955.
• CBS Radio "continued to be profitable" I no billings wrere given).
• Operation of CBS-Hytron, the tube and semiconductor division. wras unprofitable.
• The record business was hot (up 50' l I.
The NTA Film Network, which debuts this weekend (4-6 April), plans to keep viewer-interest perking via a continuing promotion-advertising campaign.
Warner-Lambert and Old Golds are co-sponsoring the feature series over 133 stations, with 20th Century-Fox players Debra Paget and Jeff Hunter hosting.
As SPONSOR-SCOPE went to press there were strong indications that the Fowler-Royal Commission report on radio and tv, due for release any day, will turn out a major victory for independent broadcasters in Canada.
The evidences are that the Fowler report will recommend:
• Competitive tv licensing in a minimum of 15 cities, especially the largest.
• The independent broadcasters — as represented b) the CARTB — be placed under a separate regulatory body, akin to the FCC. and free of CBCs authority.
These have been the top issues that the private broadcasters have been fighting for in recent years.
Arthur Porter, JWT director of media, assured the CARTB, assembled in Montreal lli is week, that agencies and advertisers realized radio has anything but lost its punch or ability to sell mass audiences.
He outlined what he thought was the most effective strategy for radio's use.
For other news coverage in this issue, see Newsmaker of the Week, page 5; New and Renew, page 49: Spot Buys, page 54; News and Idea Wrap-up, page 60; Washington Week, page 69; sponsor Hears, page 72: and Tv and Radio Newsmakers page 78.
12 SPONSOR • 30 MARCH 1957