Corpus Christi Times from Corpus Christi, Texas • 58

I ftt mue (' 1 1 1 'v 'i! 10E CORPUS CHRISTI TIMES Thun Aug 1 1974 TV News Battle Bill or Tony? Folks Just Pick Your Survey By LYNN PENTONY The latest round in the Tony deHaro-Bill McDonald television news ratings has passed with Channel 6 claiming victory for its Tony and Channel 3 saying Bill is and still champ" The composite setting for the battle-of-the-anchormen was the of the ARB and the Nielsen audience measurement surveys The ARB (American Research Bureau) gave most of the marbles to McDonald affiliate) and Bob White manager of KIII-TV (Channel 3 ABC affiliate) both said that they like many other station managers think local news dominance is the key to the stations' overall audience ratings If you win the 6 pm and 10 pm news audiences they say you pretty much win the game So with that idea in mind Channels 3 and 6 have developed stylized news formats packaging their on-the-air presentation in sort CpCfiEEEfiDD ocnsEsaniD THURSDAY DROWN NITE rcnrcn (APWIrephoto) Deniz Konsu of Turkey (left) and Corlna Fanagiotakou of Greece embraced at the 1974 Miss Young International Beauty Contest in Tokyo yesterday They are among 39 contestants for the crown and Witness News" at of a of the anchormen" 5131 MEXICAN FOOD Mode Fresh FREEBEER SET UPS FRIDAY A SATURDAY TIL 9i30 THE HOUSE 5712 Avon The ARB-oriented agencies said they considered Nielsen more a network-level survey tool (The Nielsen spokesman in Chicago had said in an interview that the Nielsen service has two divisions one network and one for local markets) A spokesman for Channel 10 said he would have no comment on the surveys but White and Smith discussed the relative merits of the ratings at length Smith of KRIS-TV (Channel 6) said a strong anchorman as a personality was essential to the "Pro 6 News" format And White of KIII-TV (Channel 3) agreed that audience acceptance of the anchorman and his staff was very important Both both agreed the show would go on if either of their two leading news personalities or key reporters were to leave Smith said 6 News' is not dependent on any single personality" On other miscellaneous observations Smith of Channel 6 said main responsibility of local TV operations along with a good signal and good color is the local news" the people the information and facts and they will get involved" he said few people making decisions (for others) is not right for the city and area" Smith said White (of Channel 3) said he had complete faith in the results of the ARB surveys whose results favored his two pirns HAMBURGERS CHIU-CHEESE-ONIONS ITALIAN BURGERS ANGELO'S PIZZERIA 361 53-21 1 to 8 Mon thru Sot Podro Staples Mall CROWN i both 6 pm and 10 pm But the A Nielsen Co survey said the outcome was just the opposite with DeHaro and 6" News at the top of the heap in both periods Channel 10's local news given with less showmanship trailed in both surveys Even though the viewing habits of the total 137700 television households in Nueces and 11 surrounding counties were in question both companies appear to have used small samplings for big conclusions ARB sent out 603 diaries into these areas: only 330 were returned Nielsen sent 632 and got back 298 In researching the material for this story the reporter found only one person who had ever received a TV survey diary And defying mathematical probability she had received diaries in two successive years Frank Smith president and general manager of KR1S-TV (Channel 6 NBC A telephone interview was made of a Nielsen official in Chicago and an ARB Southwestern Regional official was questioned by phone in Dallas Both 'said in effect that the random samplings with their demographic breakdown in quarter hours of the test month had been proven reliable by their respective research departments Under the demographics the random audience is divided and measured in specific age groups of men women teen-agers and younger children However there is no apparent ethnic identification in either survey Several local regional and national advertising agency TV time-buyers in Texas offices were contacted Most national agencies said they bought on the basis of the ARB but one said his agency in the past two years had gone bade to Nielsen He said they considered it better in demographic analyses SOUNDS UNLIMITED IN CULLEN MALL ALAMEDA AT AIRLINE COME BY AND HEAR A DEMONSTRATION OF OUR JVC CD 4 SYSTEM AND OUR NEW QUAD SOUND ROOM OPEN EVERY MONDAY NIGHT TIL Sd)0 A-1 -SERVICE DEPARTMENT PACE RESTAURANT OPEN FOR LUNCH 11 AM MINUS PIIMi BIB MttSH KASOB CHIC KIN CUBBY SHBIMf ROM S3OOTOS4SV 100 ENTCBf AINMINT FBI-SAT SANTA FI SS3-71SS POETRY READINGS-Walter Miller CLASSICAL GUITAR-Chris Lebron prime-time newscasts believe this because all three (local) channels share equally in the cost of conducting the ARB survey" White said Channel 6 is the only one (local) which pays for the Nielsen" Asked why Channel 3 doesn't buy Nielsen White said ARB is preferred by all national advertisers" Smith's view at Channel 6 was completely the opposite Nielsen May book that showed KRIS-TV as the 6 pm and 10 pm news leader is important because 60 per cent of national spot business is' bought on the Nielsen" Commenting on KRIS-TVs news philosophy Smith refilled that several years ago the station ran a limited news format" (called Mood-and-guts in the trade) Then for a few years prior to 6 News" beginning on Jan 15 1973 Smith said Channel 6 had evolved from wrecks and violence to a rounded news format White said Channel 3 been dominant in the 10 pm news block (in ARB) for the past three years but it has been tight at 6 pm" (between Channels 3 and 6) Smith said he is not really satisfied with the survey results although he obviously is pleased with his station's news winnings reflected in the Nielsen On the subject of commentaries and editorials Smith and White were polls apart although they apparently shared a more conservative political position against critical network analyses of President Nixon's speeches White whose station has no regular commentary or editorial presentations said: "It has always been and always will be the objective of Charnel 3's Eye Witness News tobe fair and impartial feel residents of South Texas are intelligent thinking adults and do not need to be told what their opinion should be We will constantly give both sides of every White said Asked about controversial commentaries on Channel 5 Smith said: are his (DeHaro's) views and I always know what they will be "But the station is responsible for them of Smith said are always available to offer equal time to those who feel they were dealt with unfairly" Smith said that when DeHaro spoke in commentary it was not necessarily the position of the station when an is indicated on the TV screen (usually delivered by Channel 6's vice president and veteran broadcaster Charlie Nethery) is the station's view" Smith jL HAPPY DAYS ARE HERE BARBERSHOP SHOW FEATURING CORPUS CHRISTI COMMODORES SPARKLING CITY SWEET ADELINES AND CHARLIE BOECKMAN'S DIXIELAND JAZZ BAND TONITE 8 PJW LITTLE THEATER TICKETS $200 IwW Turn 4 hurius Results of Surveys Wo Invito you to TACO BELL for delicious Mexican Food OfOnRO aaaaaaaaaaaaaaaaa 35 Of Ftpplf aaaaaaaaaaaa 35 Pti iaaaM 15 ROOT ROOT aaaaaaaaaaaaa 35 Ico Too 25 Caffaa aaaaaaaaaaoaaaaaaa IS PraUna Candy aaaaaM Carn Chip aaaaaaaaaaaa 13 Taco INUIIMMIHUINII Tastada Endiirlta Frijoltt BaN Bur gar 42 CamMnatian Burrita 74 laat Burrita 74 Baan Burrita 37 Jdatam Feppari 5 ill the Corpus Christi area sets may have been turned to Valley stations Laredo or San Antonio adding to the percentage disparity Since the Nielsen uses Nueces San Patricio Jim Wells and Kleberg counties as its area and ARB only Nueces and area recognized by both surveys The two columns that follow are the ARB and Nielsen breakdowns in 12 counties of the 5:30 to 6 pm network news: 6 pm to 6:30 pm local news and 10 to 10:30 pm local news Dpa Saaday Ikn Thursday 11:3 ta I2i3 Rpaa Fridays aad Saturdays IliM ta li3S FOR YOUR CONVENIENCE WE HAVE FAST DRIVE THRU SERVICE The following charts reflect how viewers in the 12-county area whose center is Corpus Christi rate the 5:30 pm evening network news shows and the 6 pm and 10pm local news Mocks The network' news casts include ABC's Harry Reasoner-Howard Smith Report seen on Channel 3 John Chancellor on NBC seen on Channel 6 and Walter Cronkite of CBS carried here on Channel 10 Representatives of the surveys indicate the balance watch Channel 16 KEDT-TV (Public Broadcasting Service) in Corpus Christi or the CaMevision channels in the City of Corpus Christi Channels 2 4 5 7 and 13 (local cable origination) or Channel 8 (actually Channel 39 in Houston) or Cable Channel 11 (which is cable-relayed Channel 42 in San Antonio) In some of the counties out of 3744 STAPLES 4360 ALAMEDA PORT ARMSAS TEXAS WHERE THERE'S ALWAYS SOMETHING "DIFFERENT" and "INTERESTING" NOW APPIARING THE BARONS VOCAL AND INSTRUMENTAL DUO FOB YOUB DANCING PLEASURE WED THRU MON 9 Ml-1 AM THE WHITE MARLIN-PORT ARANSAS LOUNGI 4 PM-2 AM RtSTAURANT 9 FM-13 AM "Points" is the number of television sets in use in nearest thousands of homes as reported by the two surveying organizations and the per cent share each of three local channels had of sets in use Leading channel is respective survey category is listed first under that heading pm Network News NIELSEN mass ararcBEMna I CORPUSTCHRIST ARB H3D A nomejyou hove knowrylndining out pleasure purbirvif and quality Both Smith and White apparently feel national TV spot sales and programming might be less of a hassle without the ritualistic three-times-a-year surveys but they have become resigned to the systern White may have summed it up for both when he said sincerely hope your article will encourage every person who receives (any) rating diary in the future to fill it out and send it back is the only way we can ever approach an accurate survey" he added CORN BEEF AND CABBAGE ji Overlooking Corpus Christi Bay PRESENTS TOMMY GRAHAM TRIO (Of Primrose Lane Fame) Special Las Vegas Show Friday A Saturday at Midnight No Cover No Minimum Dining And Dancing Dinner Served 5 PM To Midnight Drinks Served To 2 AM OPEN MONDAY-SATURDAY Also Polls Taken in May OBliiZBttireflQSEDiBK) Both ARB and Nielsen representatives told the reporter that they often make telephone calls in advance of mailing "diaries" or survey sheets to see if the household will agree to fill them out Larry Frerk promotion director of A Nielsen Co was contacted by telephone in are important but only those who are in the younger age groups prior to their mid-30s the surveys indicate And there is a big difference between "teen-agers" (12-17 years) and "children" age 6-11 years In the 12-county area there are an estimated 61300 teen-agers but about 91700 children cereal eaters" I Paul Kelly driector of southern sales for ARB made his comments in a telephone interview from Dallas -Frerk said he thinks the 53 to 54 per cent of returned diaries is sufficient sampling for survey purposes Kelly agrees that a 50 per cent rate of return in usable diaries is good Formats Have Changed SHISH KABOB! Served On A Bed Of Wild Rice indudes complimentary cup of Turkish Coffee person Thursday Friday Saturday Only -The two surveying edmpanies American Research Bureau (ARB) and Ai Nielsen Co both conducted month-long surveys in May 1974 on the three local 'Cdmmercial television channels Generally the Nielsen survey showed more sets in use i in its analysis than ARB did Both surveys agree that there are 137700 television households in Nueces San Patricio Kleberg Jim Wells I Aransas Bee Brooks Duval Jim Hogg Kenedy Refugio and Victoria counties They recognize that the Corpus Christi market metropolitan area and its environs contain 21 per cent of the TV households orabout one-fifth of 1 percent The 12-county area has they ay a population of 447100 persons of whom 152600 are women These women especially if they are between 18 and 34 years are the ideal viewers in the eyes of the advertising agencies and the surveyors The 141 JOOrmen in this area OEDfHE UDgUJLE between Channel 10 and Channel 6 Meanwhile KVDO-TV had discontinued broadcasting a year or two after the VHF channels went on air UHF channels had difficulty competing for networks and advertising After rather involved hearings the FCC in 1963 opened up a third VHF channel Channel 3 for Corpus Christi After FCC hearings it was given to KIII-TV with its minority-ownership nucleus in the old KVDO-TV ownership i Charlie SL Johnn now the Channel 3 weather man and Ken Cessna now news director of KSIX-RADIO and KZTV were original weather and news personalities on the old Channel 22 Then in May 1956 KRIS-TV Channel 6 was licensed and was the first Very High Frequency (VHF) channel It was followed in a month or two by KSIX-TV Channel 10 which later changed its call letters to KZTV because of the confusion between Channel 6 and K-'flx From the mid-1950s until tne mid-1960s it was low-key seesawing news rating contest The TV-news struggle in Corpus Christi once was much different than it is now There was no television news here until KVDO-TV (dubbed K-video) went mi the air in 1953 on Ultra High Frequency Channel 22 Its only real competition in local news was a strong Radio KSIX operation Through many news format changes from 1956 until die present Gene Loo per of Channel 10 has endured as the of the TV on-the-air ilities and a familiar on many television home screens But the ratings no longer sgiow it Quinta Jogole 8 Motor Inn wjitown-Wter at Peoples Street I 44444 ni4 -4 Ai M4S4 00 OnriL S4k 4nO4Li6 riSiQ A 44446 0 4446 111 XKAM44M4 444A44i4 4 4 OP.