Saturday Morning Attention Study: Wuzzles and Gummi Bears

The documents below are the results from a Saturday Morning Attention Study, performed by Langbourne Rust Research, Inc. This company started out in 1971, doing data analysis for the Children’s Television Workshop (CTW) for tests that were conducted for new pilots that CTW was launching that year, leading to The Electric Company.

Langbourne Rust Research, Inc would evolve to a research company that would focus on how to reach children, so the three networks (ABC, CBS and NBC) would hire them every autumn from 1977 to 1985 to do diagnostic testing to see how well their show performed with kids, placing them in test groups and showing them the cartoons when they premiered a new season, during the morning on the same day as the broadcast.

The documents describe the used methods and guidelines for the test, followed by the results for Wuzzles, which scored the highest from all shows tested. There are no final results for The Adventures of the Gummi Bears, but the attention charts from the show premiere are included.


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