Broadcasting (Oct 1931-Dec 1932)

Knalysing the radio audience-its size and makeup U. S. Census Bureau Breakdown Based on 1930 Count Shows Distribution of Receivers Among City and Farm Homes and by Color and Nativity of Families 1 3 DIVISION AND STATE j ALI FAMILIES URBAN FAMILIES RURAL-FARM FAMILIES RURAL-NONFARM FAMILIES TOTAL FARM FAMILIES Total number Having radio set Total number Having radio set Total number Having radio set Total number Having radio set Total number Having radio set Number Per cent Number Per cent i\ um uer Per cent i\ um uer Per cent XT V. j\ um Der Per cent TTninnH Sf-fltoc 12 048 762 40. 3 17, 372, 524 8, 682, 176 50. 0 6,604, 637 1,371,073 20.8 5, 927, 502 1, 995, 513 33. 7 6, 668, 681 1, 399, 495 21.0 ^aw T^ncrlanH * ATftinA 107 82fl 77, 618 39. 2 78,328 32, 773 41. 8 37,990 13, 553 35. 7 81, 508 31, 292 38. 4 40, 186 14, 424 35. 9 i \Tflw TTarn'rwhirfi 119 337 53' 022 44 4 67, 461 30, 312 44. 9 13,931 6,448 46. 3 37, 945 16, 262 42. 9 15, 785 7! 344 46. 5 i Vftrniont 89 188 39 783 44. 6 29,848 14,600 48. 9 25, 217 10, 573 41.9 34, 123 14, 610 42. 8 25, 413 lo! 689 42. 1 « ATftS^flphnQAttQ 1 021 Ififl 57. 6 917, 902 S2o' ft48 57 7 18, 552 10, 365 55.9 84,706 48, 639 57. 4 27,982 15 557 55. 6 r TihoiiA Tslp.nd 1AK QdQ 94 480 57. 1 151, 888 86, 914 57. 2 2,449 1,363 55. 7 11,006 6,203 56. 4 3,812 2 158 56. 6 O on n a p. t i pn t 388 fUfi 212,' 779 54! 7 272,671 I45' ig2 53. 2 18, 139 9, 510 52.4 97, 835 58, 087 59. 4 19, 434 10,200 52. 5 \Ti(i<ilA A tlantio* Mow "Vorlr 5 1M 124 1 QOC TOO 1, o/o, 7/o K7 O 07. V 2, 623, 767 1, OpO, /DO 00. 0 173, 430 0^, u'ri ^0. 0 355, 927 90A 1 1 A 0/. V 176, 440 00, »I4 40. 7 Maw Tat*^av 624 86ft 63. 4 811,558 615, 679 63. 5 27, 536 15, 576 56. 6 146, 542 93, 610 63. 9 29,549 16, 777 56. 8 "P ati n s vl van i a 2 23S fi20 1 07ft 127 48! 1 1, 537, 258 803 698 <Jv/V| \JtJtJ 52. 3 184, 151 61,855 33. 6 514, 211 209, 574 40. 8 186, 146 62 8ftfi 33. 8 East North Central* ! Ohio 1 fiQ7 01 R 809, 142 47.7 1, 160, 463 600,091 51. 7 239, 759 85, 033 35. 5 297, 696 124, 018 41. 7 241, 796 86, 011 35. 6 R43 Ofifi OrlO. UUU 35l' 090 41. 6 *47l! 326 223, 399 47. 4 198, 419 64, 252 32. 4 173, 321 63, 439 36. 6 199,' 329 64,' 628 32. 4 Tllinote J., (7*ii7, OOU 1 072 99ft 55. 6 1, 427, 708 864' 538 60! 6 234, 235 95, 362 40. 7 267, 453 113, 095 42. 3 235,974 9fi 250 40. 8 "rVTiphictftn If lOU, Jut S97 629 Ui/C| VAC 50. 6 800, 241 442,979 55. 4 183, 018 63, 992 35. 0 197, 295 90, 658 46. 0 184, 537 64 662 35. 0 711, 8oy 363 265 51. 0 390, 678 230* 543 59. 0 188, 125 72, 112 38. 3 133, 086 60, 610 45. 5 189, 875 72, 826 38. 4 West North O Antral* ~W[ inn as of ft ADA 4Qfi 286, 886 47. 3 307, 734 168, 779 54. 8 189, 115 73, 563 38. 9 109, 647 44, 544 40. 6 190, 667 74, 231 38. 9 lows R35 704 308* 448 48. 5 262, 354 131* 050 50. 0 221, 078 112, 657 51. 0 152, 272 64, 741 42. 5 224, 097 114 006 50. 9 TVT issonri Q3Q 47fi 351, 298 37.' 4 492, 034 231, 030 47. 0 267, 958 62, 432 23. 3 179, 484 57, 836 32. 2 269, 213 62* 863 23. 4 North TJnlcota 59! 246 40.9 25, 929 12, 076 46. 6 77, 647 30, 663 39. 5 41,429 16, 507 39. 8 77, 724 30, 692 39. 5 Month "Dakota 161 013 71, 245 44. 2 32, 752 15, 797 48. 2 83, 463 37, 141 44. 5 44, 798 18, 307 40.9 83, 628 37! 218 44. 5 NfihrasVa 342 090 164, 159 47.9 125, 803 63, 003 50. 1 131, 780 64, 993 49. 3 85, 416 36, 163 42. 3 132, 381 65', 273 49. 3 TT"anRas 487, 188 189 398 38. 9 198, 703 81 626 41. 1 167, 094 64, 346 38. 5 121, 391 43, 426 35. 8 167, 693 64 572 38. 5 South Atlantic* UUUvU Avl.ulltilV'i TlalawarA 59 092 27, 114 45. 9 29,996 15, 801 52. 7 10,723 3, 068 28. 6 18, 373 8, 245 44. 9 10, 779 3, 098 28. 7 IVTarvlan fi 385 170 QOU, lit? 165, 149 42. 9 236,096 113, 153 47.9 50, 024 12, 308 24. 6 99, 059 39, 688 40. 1 50, 258 12! 421 24! 7 T)istrif*t of X~5olnmhia ■L/lOvl IV/v Ul < iiiiiiimiii^ 12ft SS4 67, 640 53. 9 125, 554 67, 640 53.9 62 35 66. 5 Virginia 529 089 96, 307 18. 2 187, 241 54, 948 29. 3 188, 750 13, 279 7. 0 153, 098 28, 080 18. 3 189, 119 13 376 7! 1 West Virffinia 373, 941 87) 042 23! 3 116, 776 45*, 358 38. 8 88, 142 8, 996 10. 2 169, 023 32, 688 19. 3 88, 401 9! 075 10. 3 North Carolina 644* 033 72, 059 11. 2 180, 444 41, 326 22.9 298,922 9, 217 3. 1 164, 667 21, 516 13. 1 299, 381 9! 297 3. 1 Smith f""!flrr\lins*t 27, 889 7.6 88,624 15, 163 17. 1 174, 334 3,320 1. 9 102, 722 9,406 9. 2 174, 800 3 371 1. 9 O-Anrena fift2 793 64, 543 9. 9 224, 104 41, 972 18. 7 285, 898 5, 531 1. 9 142, 791 17, 040 11. 9 286, 849 ft fi'47 u, not 9 ft it. V Florida 376 499 58* 128 15. 4 202, 248 42t 239 20. 9 59, 965 3! 433 5. 7 114, 286 12! 456 10. 9 60, 867 3 644 R 0 East South Central Udul UUUull Vvlivl Ola 609 40ft 111, 217 18. 3 207, 470 68, 292 32 9 251,895 16, 862 6. 7 150,040 26, 063 17. 4 252, 348 16 992 fi 7 TAnnAssAA fi00 62ft 85, 962 14! 3 225, 234 56! 062 24! 9 258, 554 12! 401 4.8 116, 837 17', 499 15.0 259, 060 12! 638 4.8 A lahama fi91 62S ■JUL, \Jtti\J 56, 235 9.5 182, 635 37, 672 20.6 273, 773 ' 4, 363 1.6 135, 217 14, 200 10.5 274, 479 4, 453 1.6 1VT i ssi ss i nn i 471, 704 25,357 5.4 87,231 13, 523 15.5 304, 490 3,811 1.3 79,983 8, 023 10.0 304, 917 3,859 1.3 West South Central 438 fi3Q TOO) Ut>i7 40,096 9.1 99, 171 23, 589 23.8 247, 673 5,912 2.4 91, 795 10, 595 11.5 248, 121 6, 001 2.4 T ,nli i^iflTifl 48ft 3fi3 54, 135 11.2 204, 438 41, 863 20.5 175, 631 2, 877 1.6 105, 244 9,395 8.9 176, 463 2, 973 1.7 Olrl flh nm >x 564 164 121, 702 21.6 212, 625 70,796 33.3 215, 866 23, 482 10.9 135, 673 27,424 20.2 216, 492 23,611 10.9 Texas 1 380 09fi 256,804 18.6 601, 495 168, 580 28.0 505, 291 38,925 7.7 273, 310 49, 299 18.0 507, 426 39, 347 7.8 Mountain: Montana 136, 210 43,442 31.9 46,880 15, 737 33.6 49,029 16, 081 32.8 40, 301 11,624 28.8 49, 152 16, 109 32.8 Idaho 108, 044 32, 772 30.3 33, 105 12, 414 37.5 41,890 10,893 26.0 33, 049 9, 465 28.6 42, 353 11,023 26.0 Wyoming 56, 887 19, 372 34.1 18,673 7,695 41.2 17, 092 4, 952 29.0 21, 122 6, 725 31.8 17, 140 4,967 29.0 Colorado 267, 324 100, 959 37.8 141, 338 63, 388 44.8 64,802 19,020 29.4 61, 184 18, 551 30.3 65, 175 19, 188 29.4 New Mexico 98, 546 11, 348 11.5 26, 331 6, 175 23.5 34, 280 2,177 6.4 37, 935 2,996 7.9 34, 425 2, 203 6.4 Arizona 105, 992 19, 16> 18.1 38, 024 8,923 23.5 20,967 2,345 11.2 47, 001 7,899 16.8 21,001 2,352 11.2 Utah 115, 936 47,632 41.1 63,985 31, 581 49.4 21, 191 6,491 30.6 30, 760 9,560 31.1 23,010 7, 321 31.8 Nevada 25, 469 7,795 30.6 9,693 3, 754 38.7 3, 678 972 26.4 12, 098 3,069 25.4 3,711 978 26.4 Pacific: Washington 423, 833 179, 493 42.3 244,980 114,809 46.9 76,402 26, 331 34.5 102, 451 38, 353 37.4 77,600 26, 822 34.6 Oregon 266,328 115,948 43.5 139, 538 71,680 51.4 57,239 19,294 33.7 69, 551 24,974 35.9 57, 754 19,488 33.7 1, 610.030 836, 705 52.0 1,212, 189 669, 163 55.2 145,000 54,599 37.7 252, 841 112, 943 44.7 155, 877 60, 165 38.6 Valuable Index to Audience KNOWING the size of the radio audience, more or less, from the count of families having radios taken along with the decennial census of population in 1930, what is the specific makeup and character of that audience? Is it composed chiefly of city or rural dwellers; are they native whites, foreign born or Negroes? The U. S. Census Bureau answers these questions in a new version of its 1930 radio census just compiled. It not only shows how many homes in the United States had radios when the census was taken two and one-half years ago, but also indicates whether the homes contained urban, rural-farm or rural-nonfarm families. It also shows whether the families are native whites, foreign born or Negroes. The new tabulation, released Oct. 17, should prove valuable to stations, agencies and advertisers in determining the size and quality of sectional audience groups. The general conclusion to be drawn from these figures, which apply as of April 1, 1930, is that fully 50 per cent of the urban homes and 21 per cent of all farm families had one or more radios on that date; that more than 50 per cent of the native white urban families and slightly under 50 per cent of the foreign-born white families living in (Continued on page 32) Color and Nativity of Families Having Radios COLOR AND NATIVITY Total Urban Ruralfarm Ruralnonfarm Total farm All families 29, 904, 663 17, 372. 524 6, 604, 637 5, 927, 502 2 6, 668, 681 Having radio set: Number 12, 048, 762 8,682,176 1,371,073 1, 995, 513 1, 399, 495 Per cent 40.3 50.0 20.8 33. 7 21.0 Native white 20, 968, 803 11, 322, 555 5, 006, 748 4, 639,' 500 5, 050, 808 Having radio set: 9, 315, 223 6, 377, 973 1, 202, 455 1, 734, 795 1, 224, 239 Per cent 44.4 66.3 24.0 37.4 24.2 Foreign-born white 5, 736, 491 4, 535, 603 510, 889 689, 999 526,868 Having radio set: Number 2, 500, 540 2, 094, 742 163,316 242, 482 169, 743 Per cent 43.6 46.2 32.0 35.1 32.2 Negro 2, 803, 756 1, 328, 170 978, 653 496, 933 981, 038 Having radio set: Number 209, 779 191, 790 3, 327 14,662 3, 407 Per cent 7.6 14.4 0.3 3.0 0.3 » Includes 64. 044 urban-farm families. November 1, 1932 • BROADCASTING Page 13