Network and Non-Network Sources of Programming and Advertising For
\:." J - UNITED STATES GOVERNMENT DAT', April 30, 1979 memorandum NeedelmanNi'h, ,"PLYTON=, PresidingMorton Officer SUBJECT, Children s Advertising TRR No. 215-60 TD, Eunice Dickerson Legal and Public Records Please add the following supplemental material to the public record in Category LL: LL-53 Letter dated April 16, 1979, from John D. Abel, Ph. D., with attachments, Tables I, II and III. r. 5785 Buy U. S. Savings Bonds Regularly on the Payroll Savings Plan , " LL- Department of Telecommunication 322 Union Building Michigan State University East Lansing, Michigan 48824 April 16 , 1979 Mr. Morton Needelman Presiding Officer Children s Advertising Federal Trade Commission Washington , D. C. 20580 Dear Judge Needelman: During my March 19, 1979 testimony you requested that I supply you with a supplement to my report entitled The Child Audience for Network Television Programming and Advertising " which was submitted on November 22 , 1978. The supplement you requested concerns the estimated loss to networks if advertising for a) Highly Sugared Products , b) Games, Toys, Hobbycraft, and c) Restaurants and Drive- Ins was banned in network programs having 50%, 30% or 20% or more children (age 2- 11) in the audience. These data are provided in the attached tables. Please recall that these data are based on a sample of three months (February, May, and November) of 1977. During February, May and November 1977 there were 55, 591 network originated commercials. The estimated network revenue for these commercials was $980 656 900. These data are from Broadcast Advertisers Reports. Highly Sugared Products I included the following product categories in the Highly Sugared Product group: Highly Sugared Cereals , Candy, Regular Gum, Non- Cabonated Beverages, Cookies, Cakes , Pies, Pastries, Desserts and Dessert Ingredients, Ice Cream, Raisins and Regular Carbonated Beverages.
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