Radio: Lumps for the Sponsor

That much-abused whipping boy, the sponsor, was getting his lumps again. A survey released this week by Advertest Research showed that 7.5% of the television audience think TV commercials are actually worse this year than last. The survey also showed that viewers think TV commercials run about 40% too long, and that the more educated a viewer, the tougher his resistance to TV advertising. The best-liked commercial, according to Advertest: Lucky Strike's "Happy-Go-Lucky." The least-liked: Philip Morris' "Nose Test."


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