Weekly television digest (Jan-Dec 1963)

4-TELEVISION DIGEST SEPTEMBER 9, 1963 last week sent NAB detailed 20 -page outline of its proposed $200, 000 study that would be conducted by Audits & Surveys Co. ARB has been using 2 samples in testing— single-medium diary for radio & multi-media diary measuring radio, TV, newspapers, magazines. Methodology study financed by station group would use similar sample designs plus 2 validating samples— one for in-home listening, another for out-ofhome. Personal diary differs from usual household diary because it's kept by individuals, not family. Sample design itself is made up of people, not households. Back in 1947, James Seiler, now ARB pres, observed that unless radio listening was measured on a personal basis, its research would be larking. In another development, those concerned with rating reform have been spending much time evaluating key proposal of Harris Subcommittee staff that ratings be expressed in ranges rather than in single estimates. NAB's Rating Council, basically against it, and Charles Howze, Subcommittee chief counsel, who's for it, have been getting earfuls of opposing viewpoints. Arguments against proposal (which would be passed on to Subcommittee for its approval and inclusion in published report); (1) Ranges would be accurate only when true probability sample is used; however, no rating firm uses such a sample. It's therefore possible that range could be less accurate than single rating, which in itself is supposed to be an estimate and, consequently, an expression of variance in rating. (2) Ranges would not lessen problem of over -pro motion or over-selling, because station or rep could promote high range or range's average. Another possible danger was pointed up by ARB official. In its early days, company operated only on east coast, had western affiliate called Teleque, which used ranges. Rating official said Teleque often found agencies buying on low side of range and justifying buy to client on high side, making client think he got more for his money. In favor of proposal are Advertising Research Foundation and Dr. Herbert Arkin of CCNY, Subcommittee consultant. Their view is that it would show user of ratings the range of possible error. "It would dramatize the variance factor, " observed Howze. Reflecting strong stand in favor of ranges is Chris Rashbaum, research dir. of rep Harrington, Righter & Parsons. "Ranges may not add up to more honest research, but they would lead to more honest 'use' of research. It's important to call attention to fact that ratings are estimates. An 8. 3 rating is always looked upon as so much better than an 8. 2. It could actually be lower. If media research directors did the buying, there' d be no problem. But there's great turnover among timebuyers and it's necessary to put up a flag calling attention to the estimate. " There are also those who see ranges helping lower-rated stations. A 4thranked station might be able to show that its high range overlaps low range of 3rd-ranked operation. On speech circuit, Melvin Goldberg, NAB research vp, addresses closed session of Radio-TV Research Council in N. Y. . He'll review Rating Council progress and outline Subcommittee thinking. Howze will address Advertising Research Foundation's 9th Annual Conference at N. Y. 's Commodore on Oct. 1. ROGERS BILL BANS COMMERCIAL LIMITS; Battle against FCC's proposal to limit commercials received support from Rep. Rogers (D-Tex.). He introduced bill at week's end to prohibit FCC from setting rules on length or frequency of commercials, by amending Sec. 303 (b) of Communications Act. Rogers has been concerned about FCC overstepping itself (Vol. 3:32 p2), has considered commercial limitations an example. Rogers said commercial rules would have "drastic consequences on economic vitality" of broadcast industry, adding "it should not be the fvmction of govt, to dictate a set of rules [which] could threaten broadcasters with financial ruin. " State assns. continue action against proposal: Okla. Bcstrs. Assn, will call on its Coi^ressional delegation about Sept. 4 in Washington; N. C. Assn, of Bcstrs. will make its calls Sept. 10, headed by Earl Gluck, WSOC-TV Charlotte; Kan. Assn, of Radio Bcstrs. replied to FCC's proposal last week, said it believes people "are much more interested in the services we provide than in the precision accuracy of the clock in complying with a federal edict, " stated ad revenue was "fundamental" to American broadcasting.