The purpose of this study was to determine how much personnel in an urban business would view agricultural films during their lunch hour; their reaction and how much they would learn. Employees of the home office of the Nationwide Insurance Company were the experimental group and employees of the regional office, the control group. The experimental group was given a pretest of background data and cognitive learning and a post-test of background data, cognitive learning, and reactions to the films. The control group was given the same tests but had no access to the films. It was concluded that adults in urban businesses will watch films during lunch hour if they know in advance the topic, date, and time of showing. They prefer films available for one week and at lunch hour rather than before or after work. In large business settings they prefer films of six to 10 minutes; in smaller settings, films of 11 to 15 minutes. Women prefer home economics films and men prefer lawn care films. There was no evidence that there was a significant gain in knowledge from viewing the films. Busines s audiences are not familiar with the Ohio Cooperative Extension Service. (Author/EB)