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Why They Say It and Again An audience at the Schwerin research theater in New York is all set to write down its reactions to a commercial. E VER wonder why a TV sponsor will keep a certain commercial on his show week after week, even though you and your friends agree that it’s probably the most irritating thing you’ve ever seen? The answer is fairly simple. TV sponsors have found that whether viewers like or dislike a particular commercial has little to do with whether they will go out to buy the advertised product. In getting across their sales pitches, sponsors are chiefly interested in getting viewers to re¬ member the selling points. And if the best way to get viewers to buy is to irritate them, then irritate them is the answer. These are the conclusions based on years of pre-testing commercials for both radio and TV, of the Schwerin Research Corp., an outfit that special¬ izes in testing new program ideas and new commercials with special test audiences. According to Horace S. Schwerin, president, “The advertiser’s job is to get people to buy his prod¬ ucts, not to determine whether they like or dislike his sales message.” And as many viewers undoubtedly would attest, plenty of sponsors follow the Schwerin thinking. Commercials Are Expensive Because a TV commercial, even of the one-minute type, may cost up to $5,000 to make, sponsors must be fairly certain, before it is put on the air, that it will sell merchandise. The im¬ portance of this is further demon¬ strated by estimates that some $6,- 000,000 is spent yearly in New York alone for production of filmed TV ads. A number of big-money advertisers have subscribed to the Schwerin pre¬ testing system. In addition, NBC re¬ cently arranged with Schwerin to make his pre-testing service available to sponsors of its shows. Under that arrangement, an adver¬ tiser can have a commercial produced in “rough,” inexpensive form at NBC’s film studios in New York. These trial plugs have simple settings, a minimum of props and performers and no trick effects. The “roughs” are inserted in regular TV programs being tested at Schwerin’s research theater in New York. The test audiences are then asked to recall the brand name of the product advertised and everything they remember having seen or heard about it. From the results obtained, the sponsor can make the necessary changes in his commercial before the expensive process of filming it. Beauty Distracts Viewer Have you ever wondered, for ex¬ ample, why you don’t see more pretty girls in bathing suits on TV commer¬ cials? It’s because the Schwerin tests have found that too much beauty may “clutter the results.” A refrigerator manufacturer once 18