TITLE

Ad-agencies, TV stations want Nielsen, Arbitron to dump ratings 'sweeps'

PUB. DATE
January 1982
SOURCE
Marketing News;1/22/1982, Vol. 15 Issue 15, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article presents information on a report that focuses on a survey of advertising agencies and television stations. The survey was conducted by New York-based Advertising Research Foundation (ARF). Jacqueline DaCosta, who is a Chairwoman of ARF's Television Audience Measurement Council, says that copies of conducted survey have been sent to the big measurement firms. Responses have been received from 91 agencies, 369 stations and 14 station representatives. DaCosta said that the problem is very sensitive. Only 38% of stations and station representatives in the top 25 markets preferred the current quarterly report system.
ACCESSION #
19212787

 

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