Broadcasting (Oct 1931-Dec 1932)

Elder CBS Report (Continued from page lit) the percentages increased in use of all radio-advertised products in radio homes as daily listening time increased. For example, the increase in radio-advertised brands, in homes listening less than 3 hours, for toothpastes was 38.2 per cent, whereas the gain was 50.8 per cent in homes listening more than 3 hours. Conversely, it was explained, those brands which were not advertised by radio had a smaller proportion of users in radio homes than in homes without radios. Two Years Compared COMPARISONS between the 1931 and 1932 Elder studies reveal steady gains in radio advertising effectiveness. They disclose that the total gain shown for all radioadvertised products in radio homes compared to non-radio homes increased from 29.3 per cent in 1931 to 35.1 per cent in 1932; that the gain for all i-adio-advertised brands in homes where radio listening exceeds 3 hours a day increased from 36.1 per cent to 40.1 per cent; that the average daily listening time for all radio homes which returned the Elder questionnaire increased from 4.04 hours to 4.17 hours; that the minimum gain shown for any radio-advertised product in any of the nine categories of goods decreased from 3.8 per cent in 1931 to 1.8 per cent in 1932; that the maximum gain shown for any radio-advertised product in the same nine categories increased from 170 per cent to 260 per cent; that the maximum loss for any group of non-radio-advertised products in radio homes increased from 25 per cent to 40.6 per cent, and that the number of brands in nine categories of products using radio network advertising remained at 24 for both years. "With the same number of radioadvertised brands on the networks in both studies," said the CBS analysis of the Elder report, "It will be seen that their total gain in brand preference in radio homes is greater this year than last, the range of these gains wider, with heavier losses this year for nonradio-advertised brands. Average daily listening time remains over four hours in both studies. And, of course — another million homes have become radio-equipped since 1931." Summarized Conclusions CBS CONCLUSIONS gleaned from the survey were: "1. Has Radio Sold Goods in 1932? Emphatically yes. Over 35 per cent more goods ... in millions of radio homes! "2. The more they listen — the more they buy! Preference for radio advertised brands increases still further as listening time increases in radio homes. "3. Radio advertising is both attack and defense ! All non-radioadvertised brands, left undefended on the air, show sizable corresponding losses in radio homes. "4. The radio market — (17,000,000 homes, over 50 per cent of U. S. total) — pays rich rewards, in consumer purchases, direct to the sponsors of its programs." Pointing out that the percentage Latest Quota Distribution [Official Radio Commission Tabulation as of Nov. 5, 1932] FIRST ZONE Over or Total Under Quota Population Due Assigned Units Per cent New York 12,588,066 35.07 37.87 -4 2.80 + 8 Massachusetts 4,249,614 11.84 10.46 — 1.38 — 12 New Jersey 4,041,334 11.26 11.53 + 0.27 + 2 Maryland 1,631,526 4.55 4.20 — 0.35 — 8 Connecticut 1,606,903 4.48 3.55 — 0.93 — 21 Puerto Rico _ 1,543,913 4.30 0.50 — 3.80 — 88 Maine 797,423 2.22 2.26 + 0.04 + 2 Rhode Island 687,497 1.91 1.40 — 0.51 — 27 District of Columbia 486,869 1.35 1.30 — 0.05 — 4 New Hampshire 465,293 1.29 0.92 — 0.37 — 29 Vermont 359,611 1.00 0.74 — 0.26 — 26 Delaware 238,380 0.67 0.62 — 0.05 — 7 Virgin Islands 22,012 0.06 — 0.06 —100 Total 28,718,441 80.00 75.35 — 4.65 — 6 SECOND ZONE Pennsylvania 9,631,350 27.63 20.28 — 7.35 — 27 Ohio 6,646,697 19.07 18.84 — 0.23 — 1 Michigan 4,842,325 13.89 10.83 — 3.06 — 22 Kentucky 5_ 2,614,589 7.50 8.50 + 1.00 + 13 Virginia 2,421,851 6.95 9.50 + 2.55 + 37 West Virginia 1,729,205 4.96 4.95 — 0.01 — 0 Total 27,886,017 80.00 72.90 — 7.10 — 9 THIRD ZONE Texas 5,824,715 16.22 22.67 + 6.45 + 40 North Carolina 3,170,276 8.82 8.15 — 0.67 — 8 Georgia 2,908,506 8.10 8.10 — 0.00 — 0 Alabama 2,646,248 7.37 6.32 — 1.05 — 14 Tennessee 2,616,556 7.29 12.83 + 5.54 + 76 Oklahoma 2,396,040 6.67 8.44 + 1.77 + 27 Louisiana 2,101,593 5.85 8.39 + 2.54 + 43 Mississippi 2,009,821 5.60 3.11 — 2.49 — 44 Arkansas 1,854,482 5.16 4.70 — 0.46 — 9 South Carolina 1,738,765 4.83 1.70 — 3.13 — 65 Florida 1,468,211 4.09 8.45 + 4.36 +107 Total 28,735,213 80.00 92.86 +12.86 + 16 FOURTH ZONE Illinois 7,630,654 22.52 34.38 +11.86 + 53 Missouri 3,629,367 10.71 11.73 + 1.02 + 10 Indiana 3,238,503 9.56 7.50 — 2.06 — 22 Wisconsin 2,939,006 8.67 7.86 — 0.81 — f) Minnesota 2.563,953 7.57 9.08 + 1.51 + 20 Iowa 2,470,939 7.30 11.48 + 4.18 + 57 Kansas 1,880,999 5.55 5.85 + 0.30 + 5 Nebraska 1,377,963 4.06 7.30 + 3.24 + 80 South Dakota 692,849 2.05 2.92 + 0.87 + 42 North Dakota 680,845 2.01 2.99 + 0.98 + 49 Total 27,105,078 80.00 101.09 +21.09 + 26 FIFTH ZONE California 5,677.251 36.86 37.46 + 0.60 + 2 Washington 1,563,396 10.15 15.46 + 5.31 + 52 Colorado 1,035,791 6.72 9.18 + 2.46 + 37 Oregon 953.786 6.19 9.22 + 3.03 + 49 Montana 537,606 3.49 3.65 + 0.16 + 5 Utah 507,847 3.30 6.60 + 3.30 +100 Idaho 445,032 2.89 3.00 + 0.11 + 4 Arizona 435,573 2.83 2.35 — 0.48 — 17 New Mexico 423,317 2.75 4.03 + 1.28 + 47 Hawaii 368,336 2.39 1.84 — 0.55 — 23 Wyoming 225,565 1.46 0.60 — 0.86 — 59 Nevada 91,058 0.59 0.70 + 0.11 + 19 Alaska 59,278 0.38 0.48 + 0.10 + 26 Total 12,323,836 80.00 94.57 +14.57 + 18 THE FUTILITY of the Davis Amendment, requiring equitable distribution of broadcasting facilities among the states and radio zones according to population, is again shown in this latest analysis of quota distribution prepared by the Radio Commission, nearly four years after the enactment of the amendment. Although there have been minor changes in the quota status of individual states, the analysis discloses that 27 states still are overquota, and 19 states are underquota. Only two states — -West Virginia and Georgia — have their exact quotas. Using the arbitrary figure of 400 units established by the Commission as the country's quota, the analysis discloses that the United States as a whole is 37.47 units overquota. Whereas each zone is entitled to 80 units, the first zone has 75.35, the second, 72.90, the third, 92.86, the fourth, 101.09 and the fifth, 94.57. Illinois has an excess of 11.86 units, or the equivalent of about a dozen 1 kw. regional stations operating full time, and Pennsylvania is the most underquota state, lacking 7.35 units. The figures show that the Davis Amendment is inoperative and cannot be enforced without drastic readjustments which inevitably would lead to endless litigation. Because of the vigorous attacks against the amendment, the view is prevalent that Congress shortly will repeal or modify it to make it conform with engineering principles. gain is based on the aggregate count of radio-advertised brands mentioned on all cards filled out by radio owners and non-radio owners, the survey showed that the average number of radio-advertised brands mentioned per 100 non-radio homes was 279. Per 100 radio homes it was 377, or an increase of 98 on 279 or 35.1 per cent. All told, 51,994 brands were mentioned on the nearly 6,000 cards returned from the ten representative cities. October Net Revenues Greatest Since Spring; Below Same Month, '3 1 NETWORK revenues from the sale of time continued to climb out of the summer slump in October, when NBC and CBS grossed $3,035,631, the highest income recorded since last May, according to National Advertising Records. The October figure, however, is still below that of the same month last year, when it was $3,253,298. Thanks, however, to the favorable first five months of 1932, the combined incomes of the two major network organizations for the first 10 months of this year, amounting to $33,041,245, are still ahead of the $28,687,525 figure recorded for the first 10 months of 1931. NBC during October grossed $2,063,273 from the sale of time, which compares with $2,318,091 during the same month last year. CBS during October grossed $972,358, which compares with $935,207 during the same month last year. Increases for October were recorded in drugs and toilet goods, | foods and food beverages, oils, machinery and mechanical supplies, paints and hardwares, shoes and leather goods, financial and insurance, house furnishings and furnishings, jewelry and silverware and miscellaneous accounts. Two NBC Auditions NBC AUDITIONS for prospective new accounts are reported from New York for the following concerns: William R. Warner & Co., New York (Sloan's Liniment), considering an adaptation of "20,000 Years in Sing Sing" by Warden Lewis Lawes, and Fitzgerald Manufacturing Co., Torrington, Conn, (electrical appliances), planning a program after Jan. 1 possibly with the "Jesters", formerly the "Tastyeast Jesters." Joins Battle KFBX, Sacramento, 'operated by the James McClatchy newspapers, Nov. 22 joined in the scramble for the facilities of KTM, Los Angeles and KELW, Burbank, Calif., which stations recently were recommended for deletion by Chief Examiner Yost. It is the ninth application filed for the assignment with 1 kw., the Hearst newspapers seeking voluntary assignment of the licenses, while four other existing stations seek the wave and three propose establishment of new stations, should KTM and KELW be deleted. Consumers Testify TESTIMONIALS have replaced commercial announcements in the program, "The Wayside Cottage", sponsored by Koppers Seaboard Coke Co. on WOR, Newark. Consumers discuss their experiences with the fuel without charge. The scheme was evolved by N. W. Ayer & Son, Inc. "OL' BILL," Bruce Bainsfather's famous cartoon strip, may be placed on NBC as a sustaining program, having been auditioned for the program board in November. Page 26 BROADCASTING • December 1, 1932