The Research files series (41.5 linear ft.) is broken into the following sub-series: 1963-1980 (organized alphabetically by city); 1980-1988 (organized alphabetically by city); ABC Network News; CBS; Continuing Trends in Television; Miscellaneous Files; and NBC.
The research files provide tremendous sociological and demographic data for most major cities in the United States. Standard reports are Viewer Attitudes Toward that city's Television Viewing, Essential Findings, Observations and Recommendations, and an analysis of that city's Television Market.
Supplemental non-standard reports in the 1963-1980 and 1980-1988 sub-series, such as "The Personal Image of Joe Namath Among Early Evening Local News Viewers in Los Angeles" or "Habits, Motivations, and Tastes of the New York Radio Audience," are noted in the finding aid. Some studies give insight into contemporaneous regional societal issues, such as "Community Problems of the Greater Detroit Area, 1973." Occasionally raw data, focus group analyses, and interview transcripts are also included.
The research files contain many reports which were created by third-party research firms, such as Social Research, Inc. (SRI), Bruskin Associates, the Opinion Research Corp, Gene Reilly Group, and McHugh and Hoffman's rival, Frank N. Magid Associates.
Of particular note in the Miscellaneous Research sub-series is a 1963 report concerning Sing Along With Mitch which ultimately led to that television program's cancellation despite high ratings. Some see this event as symbolic of popular culture's shift to a younger, more rock-and-roll oriented, base. Other items include a 1981 Human Sexuality Study performed by Code Research and an early set of SRI (Social Research, Inc.) studies and proposals, dating from 1957-1963.
In addition to the United States and Canada, McHugh and Hoffman worked with media outlets in Puerto Rico, and to a much lesser extent, England and Luxemburg.
