Broadcasting Telecasting (Oct-Dec 1963)

Record Details:

Title:
Broadcasting Telecasting
Date:
Oct-Dec 1963
Publisher:
Washington, D.C. : Broadcasting Publications Inc.
Volume:
Broadcasting
Leaf #:
00060
Language:
English
Subjects:
radio and television periodical, Broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
Library of Congress, MBRS, Recorded Sound Section
Sponsor:
Library of Congress, Motion Picture, Broadcasting and Recorded Sound Division
Coordinator:
Media History Digital Library
Date Added:
August 29, 2022
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SPOT TV BILLINGS PER FAMILY TvAR analysis shows national average reaching new high of $10.99 per family; markets range from $15.21 to $3.! Advertisers' spot television billings in 1962 varied, market by market, from a high of $15.21 per TV family to a low of $3.53, or an increase in a year's time of about $1.50 and 50 cents, respective iy. These extremes, and comparisons, are available in Television Advertising Representatives' fourth annual analysis of "Spot Television Expenditures Per Family," which is being released today (Oct. 7). The figures were derived by applying Television magazine's estimates of TV homes against the FCC's spot TV dollar figures, market by market. FCC placed total spot billings, for time only, in 1962 at $539 million (Broadcasting,, Sept. 23). The national average shot up from $9.65 per TV family in 1961 and $10.03 in 1960 to a new high in 1962 of $10.99. The $15.21 per family high point was reached in two markets — in Chicago (also the heaviest per-family spending market in 1961) and in Buffalo-Niagara Falls (second heaviest average in 1961). At the other end of the scale: the combined market of Evansville, Ind., and Henderson, Ky., averaged $3.53 per family. Second highest per-family average — $14.07 — was in the combined market of Houston-Galveston. In announcing the new TvAR study, Robert Hoffman, the rep's marketing and research vice president, who supervised the study, noted that for the most part per-family outlays varied with the size of the market, and that in the top 20 TV markets, the expenditures on spot averaged $11.03 per family as compared to $8.92 in markets below No. 20 and on down to No. 40. Below No. 40 the average was $5.73. Variations exist among markets even in the top 10 where the range went from the $15.21 average in Chicago to $9.84 in Boston. From the viewpoint of TV homes, Mr. Hoffman, noted a difference in spot TV per-family billing in two markets comparable in size in the count of TV homes. For example: $8.13 in Cincinnati compared to $11.43 in Baltimore. Mr. Hoffman, in analyzing the report, also emphasized that his company made no comparisons between the 1961 and 1960 per-family figures for individual markets because changes in Television's market definitions made them unmeaningful. The TvAR calculations cover markets for which FCC figures are available: those with three or more reporting stations. They exclude Detroit because FCC figures do not include billings for cklw-tv Windsor-Detroit. Also, the Buffalo-Niagara figure does not include Canadian viewers. For combination markets with varying set counts, TvAR has made separate computations which are presented in an appendix following the regular list. The list and the appendix: Market (1) New York Los Angeles Chicago Philadelphia Boston Detroit San Francisco Cleveland Pittsburgh Washington St. Louis Dallas-Fort Worth Minneapolis-St. Paul Cincinnati Baltimore Milwaukee Kansas City, Mo. Seattle-Tacoma Miami Atlanta Buffalo-Niagara Falls Grand Rapids-Kala'mazoo, Mich. Houston-Galveston Memphis Columbus, Ohio Portland, Ore. Syracuse Sacramento-Stockton, Calif. Asheville, N. C, Greenville, Spartanburg, S. C. Nashville Tampa-St. Petersburg, Fla. New Orleans Albany-Schenectady-Troy Louisville Spot TV billings Source: FCC report $63,523,000 36,164,000 34.200,000 22,533,000 17,541,000 (a) 14,009,000 13,829,000 12,910,000 9,231,000 9,391,000 7,323,000 6,487,000 5,989,000 8,414,000 7,019,000 6,536,000 6,173,000 6,719,000 4,900,000 8,698,000 4,382,000 6,979,000 3,323,000 5,722,000 4,743,000 4,429,000 4,383,000 1,586,000 2,220,000 3,909,000 3,927,000 4,172,000 3,999,000 Television families July 1962(2) 5,370,000 2.902,000 2,248,000 2,036,000 1,783,000 (a) 1,352,000 1,272.000 1,236,000 862,000 807.000 744,000 738,000 737,000 736,000 632,000 598,000 582,000 581,000 576.000 572.000 547,000 496,000 493,000 475,000 469,000 461,000 455,000 440,000 437,000 433,000 423,000 422,000 413,000 Spot TV billngs per TV family $11.83 12.46 15.21 11.07 9.84 (a) 10.36 10.87 10.44 10.71 11.64 984 8.79 8.13 11.43 11.11 10.93 10.61 11.56 8.51 15.21 8.01 14.07 6.74 12.05 10.11 9.61 9.63 3.60 5.08 9.03 9.28 9.89 9.68 (a) Data for Detroit have been excluded inasmuch as the FCC total for that market does not include billings for station CKLWTV. Excluding CKLW-TV, billings per family came to $8.17 in 1962. (1) Excludes TV areas where FCC billing figures represent a combination of 2 or more markets with varying set counts. (Overall figures for these areas are appended.) (2) Source: Television Magazine, July 1962. Market (1) Denver Oklahoma City-Enid San Antonio, Tex. Rochester, N. Y. Tulsa, Okla. Omaha Norfolk-Portsmouth Newport News-Hampton, Va. Cedar Rapids-Waterloo, Iowa Orlando-Daytona Beach, Fla. Shreveport, La., Texarkana Scranton-Wilkes Barre, Pa. Richmond-Petersburg, Va. Wichita-Hutchinson, Kan. Spokane Salt Lake City-Ogden-Provo Madison, Tenn. Knoxville, Tenn. Little Rock, Ark. Phoenix, Ariz. Columbia, S. C. Evansville, Ind.-Henderson, Ky. Chattanooga Fresno, Calif. Youngstown, Ohio Peoria, III. Fort Wayne, Ind. Beaumont-Port Arthur, Tex. Albuquerque, N. M. South Bend-Elkhart Charleston, S. C. Bakersfield, Calif. Honolulu Amarillo, Tex. Tucson, Ariz. El Paso, Tex. Colorado Springs-Pueblo La's Vegas-Henderson, Nev. Spot TV billings Source: FCC report 4,294.000 3,421,000 2,438.000 2,742,000 2,359.000 3,059.000 2,134.000 1,399,000 1,325.000 1,593,000 1,433.000 1.417.000 1,919.000 2.042,000 1,652.000 1,190,000 1,321.000 1.081.000 2 252.000 928,000 763.000 895.000 1,822,000 1,077.000 1,122.000 1,143,000 928,000 670,000 836,000 515.000 744,000 963.000 627.000 526,000 682,000 531,000 279.000 Television families July 1962(2) 355,000 344,000 336,000 325,000 322,000 319,000 310,000 304,000 298,000 294,000 292,000 287,000 279,000 259,000 254.000 246,000 244,000 236,000 234,000 224.000 216,000 206.000 190,000 172,000 168.000 168,000 162.000 156,000 141,000 141,000 139,000 138,000 119.000 103,000 103.000 95,000 47,000 Spot TV billings per TV family 12.10 9.94 7.26 8.44 7.33 9.59 6.88 4.60 4.45 5.42 4.91 4.94 6.88 7.88 6.50 4.84 5.41 4.58 9.62 4 14 3.53 4.34 9.59 6.26 6.68 6.80 5.73 4.29 5.93 3.65 5.35 6.98 5 27 5.11 6.62 5.59 5.94 As noted, the data shown in this report exclude those television areas where the FCC billing figures represent a 52 (BROADCAST ADVERTISING) BROADCASTING, October 7, 1963