Television/Cable Research: Advertising Exposure Research

Newsweek Media Research Index

Television/Cable Research: Advertising Exposure Research

1965 - CHARLES L. ALLEN - PHOTOGRAPHING THE TV AUDIENCE - JAR, MARCH 1965

Report of four DynaScope studies using photographs to observe television viewing at home. Conducted in a total of 95 homes, for two weeks per home, in three markets (Stillwater, Fla., Witchita, Kan., Tulsa, Okla.). Study found that during average sets-in-use time across the day, there was either no audience or inattentive audience 40% of the time. During commercial time, this percentage was 48%. Comparison of "actual" viewing as measured by DynaScope with ÒdiaryÓ records in the same homes showed large differences.

1965 - OGILVY, BENSON & MATHER - A PILOT STUDY OF CHAIN BREAK COMMERCIALS

A study to determine the probability of exposure to a commercial appearing in a between program or chain break position. This study showed that recall of chain break commercials was low, but higher during daytime than nighttime.

1965 -TELEVISION ADVERTISING REPRESENTATIVES - OBSERVIEWING

A study to determine the proportion of program viewers who watch primetime commercials-both within the program and during the station break. The study suggested that break audiences are about 10% smaller than in-program.

1966 - ALFRED POLITZ - COINCIDENTAL RECALL OF TELEVISION VIEWING

A measurement of sets-in-use, program viewers and the proportion of program viewers who also viewed during the station break.

1966 - GARY A. STEINER - THE PEOPLE LOOK AT COMMERCIALS: A STUDY OF AUDIENCE BEHAVIOR - JOURNAL OF BUSINESS, APRIL 1966

Study of evening television viewing and commercial exposure at home, based on observation method, using 183 college students as "spies" to observe viewing by one other family member for nine-day period. Conducted in Chicago area. Study found most people are paying attention just before a commercial comes on; over 80% sit through the commercial (47% watching "all or almost all" of it); 5% show signs of annoyance at onset; and during the commercial more people have something good to say than something bad. Analysis of results by commercial position, length, time of night, product category and other variables is reported.

1968 - HOOPER - NATIONAL TELEVISION INDEX

A pilot telephone coincidental study to determine the audience to, and recall of, prime time network commercials. The study showed that recall of 30-second commercials was 85-90% of that of '60s.

1972 - BURKE MARKETING RESEARCH - VIEWER ATTITUDES TOWARD COMMERCIAL CLUTTER ON TELEVISION AND MEDIA BUYING IMPLICATIONS - ARF CONFERENCE, NOVEMBER 14, 1972

Report of study conducted by Burke in October 1972 to measure attitudes toward advertising on television. Conducted by telephone among 1,746 female heads of household in 12 markets across U.S. Paper also included summary of commercial audience and commercial recall data from Burke tests 1965 to 1971, related to position in chain of commercials. Latter data showed no effect on commercial recall by position in chain of commercials; however, there was a significant decrease in commercial audience by position in chain-that is, the deeper in the chain, the less commercial audience.

1978 - AUDITS & SURVEYS FOR NEWSWEEK - EYES ON

Comparison of television commercial audience in primetime vs. magazine advertising page exposure. Study found 70% television commercial audience for primetime break commercials, and 85% for ad page exposure for newsweeklies.

1980 - AUDITS & SURVEYS FOR NEWSWEEK - EYES ON TELEVISION 1980.

A national study of primetime commercial audience. Found 62% average quarter hour primetime audience (8:30-9:30 PM) in room during commercial break. Conducted by telephone, near-coincidental interview. Extension of 1978 pilot study of ad exposure in magazines vs. TV.

1982 - DEREK W. BUNN - AUDIENCE PRESENCE DURING BREAKS IN TELEVISION PROGRAMS - JAR, OCTOBER/NOVEMBER 1982

Report of study using electric load data to assess television audience presence during commercial breaks. Results indicated relationship between presence at break and popularity of preceding program; I.E. the higher the popularity of the preceding program, the higher the fraction of viewers who leave at the break.

1983 - NIELSEN TELEVISION INDEX - A SPECIAL REPORT ON CHANNEL SWITCHING

Comparison of dial switching in cable, pay cable, and non-cable homes, with and without remote control devices based on analysis of number of dial changes per minute for a representative sample of programs. Special analysis of NTI meter data.

1984 - GEORGE GARRICK, INFORMATION RESOURCES, INC. - NETWORK AUDIENCE ATTRITION DURING COMMERCIAL BREAKS: AN EMPIRICAL STUDY - FROM 1984 CONFERENCE ON COMMERCIAL ZAPPING, SPONSORED BY THE MEDIA RESEARCH CLUB OF CHICAGO, JULY 17, 1984

Analysis of commercial zapping based on meter data in 870 cable households with remote control devices, in Eau Claire, Wisconsin, January through March, 1984. Report concluded that the incidence of commercial zapping is relatively low, causing a net decrease of only a few tenths of a rating point in most cases. Update of 1983 study.

1984 - JAMES SPAETH, GENERAL FOODS - ADVERTISING EXPOSURE MEASUREMENT IN TELEVISION - PAPER FROM EMRC CONFERENCE ON MEASURING ELECTRONIC MEDIA AUDIENCES - THE NEXT TEN YEARS, JUNE 1984

Overview of past television advertising exposure research, from 1961 FC&B Queens study, 1979 Newsweek Eyes On study and 1984 MPA Changing Channels report; also including British references. Perspective: Advertising exposure is the most relevant measure of a vehicle's value, not confounded by other advertising/marketing effects; future progress may be found in people meter techniques and in other innovative methods, such as work by Television Audience Assessment.

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