Catacombs Reference LibrarySpace 1999 - Market research
Catacombs Reference LibraryMarket research companies show television episodes to small audiences, and interview them to gauge their reaction. In June 1974, ITC commissioned the company ASI Market Research, of Fresno California, to test the episodes Breakaway and Earthbound. We only have the first page of the summary and conclusions, shown below. We don't know the precise scores or the demographic profile of the test audience. In the 1970s, older audiences were strongly adverse to science fiction, and comments here suggest an older cohort.
Independent Television Corporation
June 13, 1974
June 14, 1974
Summary and conclusions
On an overall basis, neither of the tested episodes faired particularly well. However, "Breakaway" tested somewhat higher than "Earthbound". Scores were generally below average for both episodes when compared with all other one-hour prime time television shows tested by ASI. Neither program was able to generate high immediate interest (profile curve score) nor were retrospective reactions particularly favourable. In addition, viewers expressed minimal interest in seeing this as a weekly series. Ratings of this program's concept or idea were also below the normative average. On a competitive basis, the program would also have to be judged as being average to below average. However, group discussion comments indicated that viewers felt this program would very much appeal to children or young adults.
As we discussed earlier, these programs experienced difficulty in generating strong normative viewer involvement. Viewers characterised the first impression of each episode as "dull/slow/too much talk". The profile curve configuration and pace ratings further reflected this finding. In each episode, the curve showed low audience interest during the first half of the program and overall pace ratings indicated that viewers felt the show "moved too slowly".
One of the key weaknesses of the episodes was general reaction to the leading characters as portrayed by Martin Landau and Barbara Bain. ASI experience has shown that for a program to be successful, the leading characters should generate scores well above the average. In the test of "Breakaway", the rating of Commander Koenig was about average. In the test of "Earthbound", however, the character generated below average ratings. Dr. Russell (Barbara Bain) received fourth quartile rankings in each test show. In fact, more than one-third of each test audience criticised her as being "poor/dull" and "not right for the part".
On the positive side, the action shots e.g. crashing space ships, and the use of futuristic "hardware" and devices received favourable responses on the part of audience numbers. In fact, the most "liked" elements of the programs were related to the special effects/ photography and overall design of the programs. It is also interesting to note that the highest rated program element was the special effects.
It is felt that the reason "Breakaway" achieved higher scores than "Earthbound" related to three key aspects. First, "Breakaway" dealt with what viewers perceived as a realistic problem - disposal of nuclear waste - while the other episode dealt with the more unrealistic idea of advanced travellers from outer space. Second, "Breakaway" was more action oriented as opposed to "Earthbound", which dealt with relationships between [end]