The promoter DNA sequence is 5-TATAWAWA-3. Here W is A or T. In real cells it is called TATA box or Goldberg-Hogness box. The TATA box in progenitor cells is called the Pribnow box. American biochemists David Hogness and Michael Goldberg first discovered the TATA box. So named because of the characteristic repeat of thymine (T) and adenine (A) bases in the TATA box. About 30% of human and 40% of fruit fly promoters contain a TATA box. TATA box polymorphism causes human gastric cancer.