Herbert W Armstrong

Since the H.W.A. TV program began airing last July, there have been some significant trends developing. It normally takes a year or more for us to have enough data to evaluate performance of a format or program. This is reflected in the significant difference in the goals of our programs vs the networks, who will cut a series if it doesn't achieve a predetermined rating and share of the market. (There is a confusion between "ratings" and "share" because each is a percentage. Remember that rating is a percentage of the total potential audience, all of whom may not be viewing at one time. Share is the percentage of the estimated households viewing during a particular time period.) Over the years we have tended to use cost-per-new-response as a yardstick for measuring performance of our TV and radio programs on a particular station. Costs have run from as low as $1.00 per response on a good TV station to as high as $5,000 per response for a new radio station in an isolated area where there are few members.