ABSTRACT
It was clearly essential to carry out further research to see if the Reading figures could safely be used for other towns, so there were made in mid-1951 comprehensive surveys of Wigan and Luton. Between sixty and seventy localities where posters were on display were used in each town and a record compiled of the journeys during one week of adults in Wigan and in Luton. Before this survey was carried out two campaigns were planned in each town by resident outdoor advertising inspectors, one a ‘full showing’ of 30 posters and the other a ‘half showing’ of 15. Positions for these posters were selected in the normal way in an attempt to obtain the maximum cover. The first analysis of the survey results is given here in the same form as the Reading figures. https://www.niso.org/standards/z39-96/ns/oasis-exchange/table">
WIGAN
LUTON
No. of informants weighted *
1,252
1,252
938
938
No. of panels showing the poster
15
30
15
30
No. of opportunities to see per week
20,515
37,026
9,713
19,718
Cover (% of informants with opportunities to see the poster)
73·1
75·6
66·9
79·6
No. of opportunities to see per informant per week
22·4
39·1
15·5
26·4
In the case of Wigan, a larger number of actual interviews was allotted to the town itself, than was proportionately due, and the figure for the surrounding area in which interviews were also taken was subsequently multiplied by two, in order to arrive at a correct figure for the area as a whole.
