Newsweek Media Research Index
Television/Cable Research: Other Research
1978 - WILLIAM S. RUBENS, NBC - A GUIDE TO TV RATINGS
- JAR, FEBRUARY 1978
Basic review of how television audience ratings are obtained
and used. Includes definitions; advantages and disadvantages
of meter, diary and coincidental methods; discussion of
sampling error and non-sampling error.
1978 - CORPORATION FOR PUBLIC BROADCASTING - A QUALITATIVE
STUDY: THE EFFECT OF TELEVISION ON PEOPLE'S LIVES
Report of survey designed to ascertain quality and quantity of
public television viewership.
1978 - E. BRIAN BIMM AND ALLAN D. MILLMAN - A MODEL FOR
PLANNING TV IN CANADA - JAR, AUGUST 1978
Description of media planning model designed to optimize
allocation of brand's media spending resources; developed by
the authors for Warner-Lambert Canada, Ltd. Experience in
using model summarized.
1979 - DAVID E. SAMPSON AND ANTHONY N. DIINA - INCREASED
EFFICIENCY FOR BANK ADVERTISING - JAR, FEBRUARY 1979
Description of a method to evaluate the relative efficiency of
spot-advertising purchased for specific bank target market
segments. Comparison of efficiency of plans based on target
market estimates from custom survey vs. plans based on Arbitron
and Nielsen.
1980 - THOMAS R. DONOHUE, LUCY L. HENKE AND WILLIAM A.
DONOHUE - DO KIDS KNOW WHAT TV COMMERCIALS INTEND?
- JAR, OCTOBER 1980
Small-scale study, via personal interviews with 97 children two
to six years old, to determine their understanding of
commercial intent and of market segmentation. Use of nonverbal
measures. Conducted in Chicago. Concluded: children
understand the intent of television commercials at a younger
age than reported in the literature; they also understand the
idea of market segmentiation and can empathize with another's
perspective; nonverbal measures are better than verbal measures
to determine what children know and understand.
1981 - ARF - LNDUSTRY SURVEY OF LOCAL TELEVISION RATINGS
REPORTS
Study to identify how agencies and broadcasters use local TV
ratings and ways in which TV ratings reports can be improved to
be more useful.
1981 - ELIOT J. BUTTER, PAULA M. POPOVICH, ROBERT H.
STACKHOUSE, AND ROGER K. GARNER - DISCRIMINATION OF
TELEVISION PROGRAMS AND COMMERCIALS BY PRESCHOOL
CHILDREN - JAR, APRIL 1981
Small-scale study with 80 preschool children to determine their ability to discriminate
programs from commercials in an actual viewing situation.
Concluded that most preschool children can discriminate
programs from commercials, but that most do not know the
purpose of each. Study also concluded that the use of
separators to facilitate discrimination seems unnecessary.
1982 - A.C. NIELSEN, JR.
- THE OUTLOOK FOR ELECTRONIC MEDIA
- JAR, DECEMBER 1982/JANUARY 1983
Discussion of trends in television viewing patterns associated
with the growth of TV stations from 1950, and more recently
with the availability of cable and other new electonic forms of
message delivery. Implications for the future. also inscludes
analysis of NTI data.
1982 - AAAA BASIC GUIDE TO CABLE TV
Review of cable history, characteristics and research to
provide a perspective on how the media world is changing as a
result of new technologies.
1983 - RICHARD F. BELTRAMINI - THE IMPACT OF INFOMERCIALS:
PERSPECTIVES OF ADVERTISERS AND ADVERTISING AGENCIES
- JAR, AUGUST/SEPTEMBER 1983
Results of small-scale mail study among advertising industry
professionals to assess their opinions about and use of
infomercials.
1983 - WATSON S. "JAY" JAMES, DOYLE DANE BERNBACH
- THE NEW ELECTRONIC MEDIA: AN OVERVIEW
- JAR, AUGUST/SEPTEMBER 1983
Concise primer describing the various new electronic media,
including cable television, two-way cable, subscription
television, multipoint distribution service, direct broadcast
satellite service, videocassette recorders, videotext and
teletext, and low power television. Definitions and dimensions
described.
1985 - HUGH M. BEVILLE, JR. - THE AUDIENCE POTENTIAL
OF THE NEW TECHNOLOGIES - JAR, APRIL/MAY 1985
Discussion of 16 new technologies in terms of their potential
audience impact by 1990. The technologies are categorized into
five groups: (1) developments in the basic television receiver
(e.g., remote control, multi-channel sound and vertical
blanking intervals); (2) the "has beens" (STV, MDS and video
disc); (3) the "hopefuls" (Teletext, Videotex and Interactive
Cable); (4) the cable substitutes (SMATV, MMDS, DRS and TVRO);
and (5) the "heavyweights" (Cable and VCR). The author
concludes that only remote control, cable and VCR will have
impact before 1990. He predicts VCR will surpass cable in
household penetration by 1990, 55% versus 52%. Good primer.
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