EARLY DAYS

Back in the 1950's, when television was becoming the leading mass entertainment and marketing force, when shows were sponsored
by single advertisers like

• Milton Berle and Texaco

• Danny Thomas and General Foods

• And the GE Theatre with Ronald Reagan,

Gallup & Robinson was already well established, having developed the first commercial copy testing system in print. Recognizing TV's vast potential along with the advertisers' need to know how viewers were receiving and reacting to their television commercials, Gallup & Robinson pioneered television copy testing as well.