Subseries: Corporate Relations, 1940-1973
Physical Description: 23 boxes (12.0 cubic feet) 
Scope and Content Note: Corporate Relations includes: Research and Planning; and Station Relations Files.

Research and Planning, 1941-1973
Physical Description: 16 boxes (7.6 cubic feet) 
Scope and Content Note: Research and Planning includes: Marvin Baiman Papers; Bulletins; Thomas E. Coffin Papers; Markets and Media Files; Reports and Studies; Barry T. Rumple Memoranda; and War Reports.

Baiman, Marvin. Papers, 1952-1956
Physical Description: 1 box (0.4 cubic feet) 
Scope and Content Note: Papers of a research associate involved in the planning and execution of Television's Daytime Profile: Buying Habits and Characteristics of the Audience, a survey which was conducted by W. R. Simmons and Associates in consultation with the Advertising Research Foundation. Baiman handled requests from advertisers for individually-tailored tabulations of the results. His files contain final drafts of results presentations, correspondence, internal NBC memos, and the variatyped dummy of the final report. The report is very thorough and includes technical appendices on the sample design, questioning methods, and reliability of the study results. A copy of the questionnaire and the computer card codebook containing the response to each question complete the documentation. Thomas E. Coffin and Hugh M. Beville are well represented in these files.

Preliminary Planning, 1952-1954

Questionnaire

Planning, 1953

Final Draft, 1953-1954

Response totals, 1954

Presentations of Survey Results, 1954

General

Movie Version

Final Report, 1954

Variatyped Dummy

Supplementary Tables

Special Requests from advertisers, 1954-1955

Product bulletins, 1954

Survey results related to specific programs and products, 1953-1956

Bulletins, 1948-1973
Physical Description: 4 boxes (2.0 cubic feet) 
Scope and Content Note: Bulletins issued by several sections of research and planning, notably markets and media, ratings, corporate planning, and research. Titles vary over time, but the nature of the bulletins remain substantially constant: information on advertising developments and trends, analyses of sponsored time on the networks, studies of viewing and listening habits, and NBC research projects. By far, the greatest number of bulletins concern ratings of NBC programs by such audience measurement organizations as A. C. Nielsen and Arbitron. Some later bulletins focus more closely on daytime television audiences and sports programming.

1948 March-1964 June

1964 July-1968 March

1968 April-1972 August

1972 September-1973 October

Coffin, Thomas E. Papers, 1948-1952
Physical Description: 3 boxes (1.0 cubic feet) 
Scope and Content Note

Papers of an NBC supervisor of television program research who was primarily responsible for pioneering studies of television sales effectiveness. The studies were conducted in the New York metropolitan area by NBC in cooperation with Hofstra College in 1949 and 1951, and they point out the advertising superiority of television. Coffin began work on these studies while head of the Psychology Department of Hofstra College. In 1949 he joined NBC as a research associate, shortly thereafter becoming television research supervisor. Some of the files pre-date his employment at NBC and contain material which originated in the files of other NBC executives such as Hugh M. Beville, Edward England, Jack Landis, and William Reynolds.

For the most part, these papers represent the working papers of the project. Probably the most interesting material is found in the correspondence, which contains exchanges between project participants regarding the scope and methods of the Hofstra studies. Throughout there are correspondence, memos, statistical data, drafts, reports, notes, questionnaires, and related material. There is also commentary for promotional slide shows.

In addition to the two major NBC-Hofstra studies, the papers also document a study of summer television viewing, 1951, and miscellaneous radio and television studies by NBC and other research groups, 1948-1951. Among the miscellaneous studies are several of note: a Hofstra College project which measured the effects of television on family life, NBC-sponsored studies on audience reaction to Abbott and Costello and Fearless Fosdick, radio sales effectiveness, radio news listening in television homes during the Korean War, and length of television commercials, the effect of television on sports, and the reaction to large-screen theatre showings of Camel News Caravan.

NBC-Hofstra Studies

General correspondence, 1948-1952

Study No. 1

Studies and related background material

Product lists and tabulations

Automobile pre-test

Boston media comparison

Cost data

Miscellaneous data and questionnaires

Promotional slide presentation

Published copy, The Hofstra Study,

Study No. 2

Pre-test

Time spent on major media, Length of TV ownership

Newspaper reading time

Cumulative TV audience data

Share of program by brand

Program cost figures: men and women

Magazine advertisements

Radio, newspaper, and magazine indexes

Code Book

Miscellaneous tabulations

Technical report (chapter draft and related material)

Sales effectiveness chapter

Ad campaign and other publicity

Slide show commentary

Published copy, Television Today

Supplementary study (with William Simmons Associates), 1952

Slide show commentary on Study No. 2 and supplementary study

Miscellaneous

Comparisons of Studies No. 1 and No. 2

Audience Exposure

Sales effectiveness equation

Program type differences

Program vs. Spots

Summer Television Advertising Study

Special report on clients

January/August comparisons

Published copy, Summer TV Advertising

Miscellaneous Studies

Radio sales effectiveness (William Reynolds files), 1948-1949

Hofstra College - TV's effects on the family, 1949

Length of commercials (Sherwin Research), 1950

TV's effect on sports, 1950

Effects of the Korean War on radio news listening in TV homes, 1950

Large screen theater showings of Camel News Carvan, 1950

Abbott and Costello (William Reynolds Audience Research), 1951

Fearless Fosdick (Jack Landis file), 1951

Markets and Media Files, 1947-1957
Physical Description: 3 boxes (1.0 cubic feet) 
Scope and Content Note: Integrated files of the markets and media division of research and planning. The bulk of the files pertain to the period 1955-1957, though there is a significant amount of material dating from as early as 1947. The files are arranged as one alphabetical group and, though carbons of outgoing letters and memos predominate, there are also bulletins, reports, studies, financial data, notes, and related material. For the most part the files document the activities of Allen B. Cooper, manager of the markets and media division; there is also a significant amount of material for Bernard Lipsky, supervisor of marketing (later advertising) and of Hugh M. Beville, director of research and planning. The files reveal quite well the division's responsibilities for studies of broadcast audiences and for reports on prospective sponsors prepared for use by other NBC departments and divisions. A substantial number of the files also pertain to studies of advertising in the print and broadcast media which NBC produced to convince sponsors of the value of broadcast advertising. There are reports throughout from the market research firm of Daniel Starch and Staff. Among the most prominent NBC executives represented in these files are Sidney H. Eiges, Richard Pinkham, and Sylvester L. Weaver Jr. Oversized material from this section may be found in Box 563, Folders 5-7.

Audience Characteristics Proposals, 1957

Broadcast Advertisers Reports - Worksheets, 1957

Correspondence

General, 1955

Interdepartmental, 1955-1957

Gasoline Industry Data, 1957

Local TV - Worksheets, 1956-1957

Magazines, 1952-1956

Market Data and Reports, 1947, 1952-1956

Media Comparisons, 1948-1956

Newspapers, 1947-1956

Projects, 1955-1956

Starch - Evening Radio Study, 1954-1957

Oversize material

Reports and Studies, 1948-1967
Physical Description: 3 boxes (2.4 cubic feet) 
Scope and Content Note

Reports and studies divided into two groups: independent research organizations and NBC's research and planning department. Most of the reports and studies concern the effectiveness of television as an advertising medium, the impact of color, and the appeal of individual programs; a few scattered items pertain to radio. The reports and studies done by independent organizations are arranged alphabetically by name.

About three-fourths of the reports and studies were produced by Advertest Research Inc. Located here is an almost complete set of monthly reports, The Television Audience Today; the “Colortown Study” on the development and impact of color television; and the “Media Effectiveness study conducted for the Automotive Industry.” Based on personal interviews in the New York area, each of Advertest's Television Audience of Today reports covers a particular topic in depth. Examples include television vs. radio; product usage in television homes, and weekend viewing habits. Several of the reports are annotated or contain memoranda by NBC personnel.

Three organizations -- Jerome Barnum Associates, Allan C. Russell Research, and Schwerin Research -- produced reports and studies on the appeal of selected programs and pilots including Caesar's Hour, Howdy Doody, and Pinky Lee. Reports relating to automobile advertising and purchasing can be found under Qualitative Research Inc. and William H. Weintraub & Company Noteworthy among the NBC Research Department reports is “Why Sales Come in Curves.”

Independent Research Organizations

Advertest Research Inc.

TV Spot Ratings, 1949

The Television Audience Today

1949

Daytime TV, March

Children's Programs, April

Radio vs. TV, May

Nighttime TV, June

Advertising Effectiveness, July

Summertime TV, August

Sports and TV, September

TV Drama, October

Product Usage in TV Homes, November

TV News, December

Summary of 1949 Studies

1950

TV Movies, January

Radio vs. TV, February

Product Usage in TV Homes and the Advertising Effectiveness of TV, March

Effect of TV on Reading Habits, April

TV Variety Programs, May

Daytime TV, June

TV Index of Product Usage, July

Durable Goods in TV Homes, August

TV Commercials, September

Children's Televiewing

TV vs. Radio - 18 Month Comparison, November

Televiewing After 11 p.m., December

1951

Advertising Effectiveness of TV, January

Weekend Habits in TV Homes, February

TV Mystery Programs, March

TV Western Programs, April

Daytime TV, May

Alternate Week TV Programs, June

Non-Owners (Audience and Market), July

Summertime TV, August

TV News and Educational Programs, September

TV Commercials, October

TV vs. Radio - Three Year Comparison, November

Sports and TV, December

1952

TV Movies, January

Early Evening TV, February

TV Dramatic Programs, March

Product Usage in TV Homes, April

Daytime TV, May

TV Spot Commercials, June

Quiz and Panel Quiz Programs, July

Summertime TV, August

TV's Effects on Reading Habits, October

Situation Comedy Programs on TV, November

TV News Programs, December

1953

TV Movie Programs, January

TV Dramatic Programs, February

Children's TV Programs, March

Daytime TV, April

TV Commercials, May

Product Usage in TV Homes, June

Female Interest in TV Sports Programs, July

Summertime TV, August

Non-Owners (Audience and Market), September

TV's Effect on Reading Habits, October

Alternate Sponsored TV Programs, November

Daytime TV, December

1954

TV Movie Programs, January

Multiple Sponsored Programs, February

TV Mystery Programs, March

Children's TV Programs, March

TV Homes, May

TV Commercials, June

Repeat TV Programs, July

Summertime TV, August

TV Sports Programs, September

New TV Programs, October

Radio Listening Habits, November

Daytime TV, December

1955

TV Movie Programs

Late Evening Viewing, February

Alternate-Sponsored Program and Alternate Programs, March

TV News Programs, April

TV Commercials, June

TV Homes, July

Summertime TV, August

The Teenager and TV, September

New TV Programs, October

Daytime TV, November

TV Movie Programs, December

1956

Late Evening Viewing, January

Quiz and Panel Shows, February

TV Dramatic Programs, March

Radio Listening Habits, April

Colortown Study

First Survey, December 1955

Special Report (program viewing) No. 1, February 1956

Interim Report, July 1957

Gross tabulations, surveys no. 1, 2, and 3, September 1957

Four Program TV Ratings, April 1958

A Profile of Set Owners, 1958

Media Effectiveness Study for the Automotive Industry

Final Report, 1958

Highlight Summary, 1957

Advertising's Role in Automotive Selling - Supplementary data, 1957

Special Reports

Chevrolet, Ford, and Plymouth

Buick

DeSoto

Edsel

Oldsmobile

Plymouth

Special Analysis for Chevrolet, 1958

Special Report on the Summer Chevy Show, 1958

American Research Bureau

The National Color Television Audience, 1965

Jerome Barnum Associates

Arthur Godfrey's Talent Scouts, 1957

Caeser's Hour, 1956

Impact, 1956

The Kertenkalls, 1957

Mystery Writers Theatre, 1957

Tales of Wells Fargo, 1957

Broadcast Advertisers Reports Inc.

Network Program Promos, 1961

On-the Air Deviation Reports, 1961

Broadcast Measurement Bureau Audience Areas, 1946

R. H. Bruskin Associates

Advertising Effectiveness of Prudential Insurance on Huntley-Brinkley, 1967
Note: Also includes a special broadcast, 1960.

Daytime Rendezvous with Women who Buy, 1959

The Power of Actuality Specials: The Death of Stalin, 1963

Walter Gerson Inc.

Television Opinion and Preference Survey Among Members of the U. S. Senate and House of Representatives, 1961

Arthur D. Little Inc.

Management Study of the U. S. Congress

O'Brien-Sherwood Associates

Company Knowledge Among Men Car Owners, 1958

Pulse Inc.

Report on Pittsburgh Radio Stations

Qualitative Research Inc.

The Edsel Story, 1958

Influence of the Network on Daytime Serial Viewing, 1955

Allan C. Russell Research Inc.

Color Tuning Study, 1957

Children's Television Survey, 1955

Howdy Doody

Pinky Lee

Television Survey: A Study of Effectiveness, 1955

Schwerin Research Inc., 1958

“Behind Closed Doors”

“Joan of Arkansas”

“Meet McGraw”

“Ruditsky”

“Sally”

“Sis”

“Yankee Bligh”

“You Know Me, Al”

William H. Weintraub Inc.

Influence of Walter Winchell on Car Buyers, 1949

NBC Research Department

Cumulative Radio Audience Method, 1966

The Action Audience, 1966

Daytime TV Primer, 1961

Impact of Color on Television Audiences, 1965

Leading Network Among Color Homes, 1966

NTP People, 1966

Personality Plus, 1961

Television Profile, 1950

Why Sales Come in Curves, 1952

Rumple, Barry T. Memoranda, 1941-1945
Physical Description: 1 box (0.4 cubic feet) 
Scope and Content Note: Memoranda prepared by a manager of research which summarize monthly and semi-monthly reports produced by the research firms of C. E. Hooper Inc., and the Cooperative Analysis of Broadcasting, 1941-1945. The memos are bound in three volumes; three volumes summarize Hooper and CAB reports on commercial and sustaining programs aired over NBC and the other major networks and the remaining volume concerns Hooper reports on NBC sustaining programs, 1941-1943. There is some duplication here of information in the other three volumes. Information supplied varies somewhat between Hooper and CAB reports, but all reports include data on current program ratings, previous ranking, and points change. The fifty leading commercial programs are listed in rating order. Often included, especially for the Hooper reports, are data on the audiences for limited network and regional programs, five-minute broadcasts (usually news), special events, and programs broadcast after 10:30 EST. Reports on sustaining programs often indicate the air time and frequency per week of programs reported.

Hooper NBC Sustaining Reports, 1941-1943

Hooper and CAB Commercial and Sustaining Reports, 1943-1945

War Reports, 1941-1945
Physical Description: 1 box (0.4 cubic feet) 
Scope and Content Note: Reports on war-related programs and announcements broadcast by NBC, December 1941 through July 1945 and compiled by the program analysis division of the department. The reports identify NBC broadcasts by type (governmental announcements and programs, programs supported by outside organizations, and NBC's own commercial and sustaining programming). Typical of these broadcasts are recruiting announcements, war bond drives, presidential addresses, military band programs, and a great number of commercial and sustaining programs which treated war-related themes. For each broadcast there is information on its time, length, and broadcasting regularity. There is also significant program information, summarizing major themes and listing prominent performers. The reports are semi-monthly through 1942 and monthly thereafter. Prior to May 1943 they contain separate broadcast data for station WEAF.

1941 December-1945 July

Station Relations, 1940-1960
Physical Description: 7 boxes (4.4 cubic feet) 
Scope and Content Note: Station Relations includes: Files; Easton C. Woolley Papers.

Files, 1950-1951, 1956, 1960
Physical Description: 1 box (0.4 cubic feet) 
Scope and Content Note: Integrated files from the offices of several members of NBC's station relations department, consisting of memos, reports, bulletins, minutes, correspondence, clippings, and related material. The files are divided by media and deal chiefly with the reception of NBC programs by affiliates and with FCC actions regarding affiliates. The folder on Monitor is particularly noteworthy because it contains a report on that program conducted by the Bureau of Applied Social Research of Columbia University.
Related Material: More extensive office files for this period may be found in the collection presented to the Society by Harry R. Bannister.

Radio

Affiliates Meeting

Congressional Committees

Graham, Billy

Monitor

NBC Bulletins

Radio Affiliates Executive Committee

Television

Color TV Status Reports

Executive Committee Meetings

Federal Communications Commission

General

Composite Report

Actions on NBC affiliates

Miscellaneous TV programs

NBC Opera Company

Owned and Operated Stations

Station Managers Contact Lists

Woolley, Easton C. Papers, 1940-1951
Physical Description: 6 boxes (4.0 cubic feet) 
Scope and Content Note: Papers of a director of radio station relations, together with some papers related to several predecessors and one successor. Included are memos, surveys, reports, bulletins, minutes, correspondence, clippings and related materials. The files are divided into SUBJECT and GENERAL FILES, with a separate subjection on the STATION PLANNING AND ADVISORY COMMITTEE. The papers represent the ongoing relationship between NBC and its affiliated stations. Some of the more extensive areas of documentation include planning, research, traffic, and rates. In addition, special files deal with compensation of stations, the FCC, network policies and “Red Tab” sales policy memos. Most notable are the research files documenting the setting of rates in competition with CBS. There are also extensive files of the traffic between NBC and the various affiliates. Some notable files deal with the reclassification of employees during the war to avoid the draft, a report on the vulnerability of affiliates, Interim Conelrad (the procedure initiated in case of enemy air attack in the early 1950s), a brief history of affiliated stations (1942-1945), and a supervisory inventory containing comments and suggestions from station employees and work ratings. There are also extensive files on the Station Planning and Advisory Committee which appeared to have acted as a sounding board for affiliates to the network as well as a regular vehicle for the network to share information with affiliates.

General Files

Activities reports, 1943-1949

Budget, 1949

Canadian Association of Broadcasters, 1945-1947

Canadian Broadcasting Corporation, 1944-1946

Canadian Radio-Listening Trends, 1942

Clear Channel, 1947

Crime and mystery programs, 1947-1948

Bannister, Harry, 1947

Blue Network Inc. (regarding Separation), undated

Denny, Charles R., 1950

Federal Communications network regulations, 1940-1947

Hiatus Plan, 1948

History of network affiliated stations, 1942-1945

McConnell, Joseph V., 1950

Miscellany, 1949-1950

Notices and bulletins, 1949-1950

Pacific Coast Time, 1944-1945

Plan for radio network rate reductions, 1951

Plans, 1942

Rate Committee, 1946-1949

Rate increase study, 1945

Rate studies

1943

1945

1951

Nighttime rate analysis, 1951

Pacific Coast stations, 1951

Network option time, 1949

Night, 1947

Plan # 2 Night, 1945

Rates, 1946-1951

Rates-Miscellaneous, 1947-1949

Research

General, 1943-1950

Analysis of network operations, 1947

Analysis of proposed discount revision and extension of premium time, 1946

Communications Division, 1948

Recommendation on “Closed Circuit” communications, 1949

Selective Service, 1942-1948

Speeches, 1946-1948

Station changes, 1944-1948

Station contact file, 1948-1949

Suggestion system, 1947

Supervisory Inventory, 1948

Telegrams, 1949

Telephones, 1948-1949

Television Survey-Booz, Allen & Hamilton, 1948

Tip Service, 1949-1950

Toeppen Report, 1949

Trade Marks, 1946

Traffic Department

Activities, 1948-1949

Book wires (Commercial), 1947-1949, 1951

Communications, 1945-1949

Duplication, 1946-1947

Operations, 1943-1948

Personnel, 1945-1949

Reports, 1950

Trammell, Niles, 1945-1948

U.S. Steel, 1950

WHO contract meeting, 1950

Woolley, Easton C.-Book wires, 1950

Subject Files

Affiliation refusals, 1947-1950

Affiliates meeting, 1950

American Federation of Musicians, 1947-1951

American Federation of Radio Artists, 1948-1949

Atlantis, 1951-1952

Broadcast Measurement Bureau, 1946-1952

Chime Breaks, 1951

Closed circuit talks, 1949-1950

Compensation sheets, 1950-1951

Compensation to stations, 1949

Comparative report on current and proposed contract, 1949

Contract analysis, 1941-1950

Cut-In announcement rates, 1939-1950

Dual affiliation, 1949-1950

Facility changes, 1940-1949

Frequency Modulation, 1943-1950

Interim Conelrad, 1951-1952

Labor-General, 1949-1950

Management-General, 1952

Miscellany, 1943-1952

M & O station maps, 1947

NABET, 1945-1949

National Association of Broadcasters, 1942-1949

Program policies, 1943-1951

Network maps, 1947

Network studies, 1947-1951

Nielsen radio index, 1949-1952

Political policy, 1948

Program Board meetings, 1952

Proposed changes in programs, undated

Public service report, 1948-1952

RCA, 1945-1952

Radio Writers Guild, 1947-1948

Rates (Network comparisons), 1947

Red Tab Memos, 1946-1949

Vulnerability of NBC affiliates, 1949-1950

Station Planning and Advisory Committee

Minutes of meetings, 1942-1951

Elections, 1948-1949

General correspondence

1948-1950

1941-1947

Meeting files

1948-1950

1947

Promotion and separate committees, 1950