RESEARCH GETS SERIOUS

In the early 1960's, as sole-sponsorship programming gave way to multiple sponsors and individual commercials, G&R introduced the first real-world copy testing service, called Total Prime Time (TPT). For its time, TPT was a research tour-de-force. Twenty-eight times a year - 4 times for each night of the week - G&R interviewed 1500 men and women and measured every commercial that appeared on the 3 networks during prime time.

"The First TPT Tests: Pitchmen Bert & Harry for Piel's Beer - September 1963"