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T DU FAI the Nine Months Ended Se 30 Was 97.Í.M Titan Or 93 Study Finds Some Ads a Combined Common a Cep a Chafe

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T DU FAI the Nine Months Ended Se 30 Was 97.Í.M Titan Or 93 Study Finds Some Ads a Combined Common a Cep a Chafe RADIO O ....,.. T DU FAI the nine months ended Se 30 was 97.í.m titan or 93 Study finds some ads a combined common a Cep A chafe. compared 9.159,999 or 91.19 a year almost lost in space lier. Robert G. Rogers. pr Television stations may be pay for a first In the group or dent aeid lower sales s three a crowd pressed to change deer rate an isolated commercial." profit resulted from conlin Caesar fiascose, research curtailment of newsprint p it there structure for grouped cnm- costs I guess we all agree that commercials a study by manager at Baker, said. ductlon and rising a mercfals following , we would prefer to bave them In groups instead does not mean the end materials and labor. Baker Advertising Lut. This a Urne because this means fewer interruption{,. j The study. conducted with of grouped commercials, De. "Expended newsprint commercials said. United the trade thinks so; bunched station CFPL In London. Rescues paciand y in Dr. Cesare G. Hu Ont., this summer, showed a As a viewer, he preferred t C coupled w trend and, as researcher marked falloff in viewer re- them. However. It does mean lower import requirement. the other day In the peculiar language of call for the third commercial that agencies should payless the United States, forced c y a auceeaslul trend can find such a wide and is worried about just completed a s g 7 5 THIRD AVENUE N E YORK NEW YORK 1 0 0 1 7 Media/scope 0 vey stilt it qualified of Lagt in A.ea Code 212 TH 7-0100 fairly con- soled re- in a group s, the one le thefee- he viewer. rue? We r sit vey. a differ - February 16, 196b le condo - ,pen every world of One at a tim :. But. I think we car, assume tuscone's findings will form tht Baker Advertising Limited n -hustings on group-versusdi 20 Toronto Street gh agencies and the sponsors. Toronto 1, Canada that bunching weakens coton e a move back to the bad ell rruptàons. Dr. C. G. But it all depends a Attention: Ruscone, Research Director v. Let's return to Dr. Rosetta ne of the objections to groupie -is that the longer interrupt Dear Dr. Ruscone: more time for people to lea in, tug dog out, to get some We are happy to iousty, these objections coin i,;form you that the ,judges for the t and "pie. For us, the long it Media Research classification of the Annual Media game 41 efficiency (especially Awards have awarded Baker Advertising a Certificate wti+'thinks he has to corn of Merit for your study of the effect of clustering television commercials. .iret the room for various so Without risking a herd, ore. the commercial come It Is especially gratifying to me that one of the el'cíalt make this possible.l Annual Media Awards is given to a Canadian advertising re, are eminently in the vie* agency. It what benefits and pleases ti Congratulations .nefit and enrich the spotuc upon this achievement. (pact of plugs one, two and, miners; even some of Dr. Il Sincerely, ive. What the survey shot ly, "How do you 11 h+nehae a ;ot aft CR/1/tOLK d be `clustered' ,lf sa Bahet.survey shows (Carroll J. Swan iagA commercials not as effective Editor, Media/scope) that I c tci.ision commercials DO de- Jt was decided day-after-re- Nine :rcase In effectiveness when "dos- call would be measured. and erect' to cut down interruptions, commercials were selected - co-oper- according to a survey carried out nine advertising agencies rotate the corn - y a Canadian advertising agency. ated in order to to requirements. A number stations have mercials according of commer- ttopted the clustering technique to After six weeks three viewer resentment cials were studied in detail, being eip eliminate third taint commercials. But how alternated in first, second and the groupings. >es clustering affect the ads? positions during audience Dr. Cesare G. Ruscone, research "As far as the summer Baker Advertising, situation is concerned, we con- rnager of first 'ronto, sought the answer in a tacted 2,652 people in the survey which. he says, is wave, 2,519 in the second, 2,482 'week the first of its kind ever made in in the third and 2,566 in nada. This week he gave his fourth," said Dr. Ruscone. dings to the Broadcast Research "The percentage of people not 7 toes, watching television between p.m. SKOKIE. pie- ILI. LOS ANGELfti It is rather unfortunate that the and 8 p.m. was 79.9% in the first uary In sion to group commercials has wave ... 80% in the second ar a York effect in the third . and 72.3%. I taken and put into 76.2% out any serious attempt being in the fourth. e to measure beforehand how "The rating of the program ould affect the efficiency of chosen-'Lost in Space-for four Canada Agencies Study Grouped TV Spot rtising," Dr. Ruscone told measured weeks was 5.9, 5.1, 6.1 and 5.6-surprising, isn't it." Plans as Survey Shows Declining Recall oubts started arising only Was this due to the fact that the TORONTO, Nov. 7-Canadian tel- of commercials dropped signifi- the new trend went into et.- episodes were re -runs, or that evision stations will likely be cantly over the three-month peri- fewer people watched television in pressed to consider changes in od. For every 100 viewers who in the said he carried out his sur- the summertime? their rate structure for grouped could recall a commercial commercials following publication first survey, only 41.8 could recall íth CFPL-TV, London, Ont., do not have the answer, but "I of a study by Baker Advertising the commercial in the final sur- :n June and August because I certainly hope that somebody will ition had not yet started the Ltd. vey. continue from here and survey the A number of Canadian agencies Mr. Ruscone said he was unable ng technique, which allowed summer audience, its habits and are already re-examining any for the taken. booking to give explanation first reading to be preferences," said Dr. Ruscone. plans following the study, which drop, but he did reject the idea of t to co- had been willing The average unaided recall for shows a marked decline in viewer wear -out of the commercials. "It and switch to the tech - the nine commercials when shown recall for the third commercial seems to have been proven a long or a period long enough to In a group. time ago that advertising has a measurements to be taken. (See Survey, p. 38) Baker carried out a three- cumulative effect," he said. month study this summer with The study was conducted in CFPL (tv), London, Ont. Four four phases. The first involved a surveys were made of "Lost in survey of the recall of the com- from: Space" viewers in the 7-8 p.m. mercials in isolated positions. The Quotes time slot. others compared recall when the Marketing, October 27, 1967 The Baker study showed that commercials were grouped. The Globe and Mail, October 28 & 30, 1967 for every 100 viewers who re- The study was financed by Advertising Age, November 13, 1967 called, unaided, an isolated com- Baker, with cooperation from mercial, 69 recalled the first com- CFPL-TV and nine advertising ...nrntnl R7 II ro- agencies using nine commercials bizihscudccister STATE THE CASE Volume 27 Number 11 June, 1968 FOR ADVERTISING AND YOU STATE THE CASE FOR SELECTIVE TV STATE THE CASE INDEX FOR PRODUCT FEATURES STRATEGY TvB is now selling television 22 AND YOU STATE THE CASE Is yesterday really dead? .... 26 FOR SELECTIVE T\ Ontario Opposition Leader charges American monopoly 28 STATE THE CASE relations and the advertising agency 30 Public FOR A BALANCED Jerry Goodis looks at plagiarism 32 BUDGET Broadband exchange - a prime news carrier 38 AND YOU STATE THE CASE FOR SELECTIVE TV DEPARTMENTS STATE YOU WANT LETTERS 6 PERSONAL PROOF FINANCE 8 NEWSCAST 10 AND YOU STATE THE CASE PEOPLE 20 FOR ALL -CANADA'S PRESENTATION OVER THE DESK 42 CLASSIFIED ADVERTISING 45 EDITORIAL 46 "SELECTIVE Editor & Publisher Published monthly by TELEVISION" Richard G. Lewis R.G. LEWIS & CO. LTD. 17 Queen St. E., Room 128 Assistant Publisher Toronto 1, Ont. Ian M. Grant Telephone (416) 363-6111 GIVE US A CALL Advertising Manager J. Douglas Blue Lithographed by Northern Miner Press Ltd. Traffic & Circulation Manager Joan Embury Circulation audited by Secretarial 50C per copy Lyse Paradis All -Canada Radio & Television Limited Mary Lea Zimmer Directory Issues $2.00 $ 7.00 per year TORONTO NEW YORK Liiitoiiìl $14.00 for three years MONTREAL CHICAGO Gordon H. Beerworth WINNIPEG ATLANTA CALGARY Art & Production Authorized as second class DALLAS Paul V. Morris mail by the Post Office Department, VANCOUVER HOLLYWOOD Jean Zoinierowicz Ottawa and for payment of SAN FRANCISCO John Weber postage in cash. CB/JUNE 1968 3 cover story A new French voice for Ottawa NEWEST NEWSMAKER in Canadian radio, and the first new with CHLT-TV Sherbrooke, hosting the 9:30 -noon slot; French voice in Ottawa -Hull since 1933, CJRC, programming Robert Arcand, after five years with CJMS Montreal, will as Radio Capitale, serving the nation's capital area, was host the early afternoon show, and return for the 9 -midnight officially launched on the air June 3. slot; Gaetan Santerre, with five years experience in Mont- Fourth station in the chain owned and operated by real, and billed as "the young swinger of CJRC", will host Raymond Crépault, the well-known Montreal broadcaster the 4-6, and 6:30-9:00 slots, with Yolanda Lisi, a top radio who now owns CJMS Montreal, CJRS Sherbrooke, and has personality in Quebec, taking over the all-nightshow from just been granted CRTC approval for the purchase of CKTR midnight to six a.m.
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