NAB reports (Mar-Dec 1933)

TABLE VI NON-NETWORK BROADCAST ADVERTISING BY TYPE OF RENDITION (July 1933) Type of Rendition Gross Receipts for M onth National Spot Local Total Electrical transcriptions Live talent programs . Records . Spot announcements . $240,341.00 232,780.00 3,742.00 258,680.00 $82,555.00 700,800.00 77,581.00 496,420.00 $322,896.00 933,580.00 81,323.00 755,100.00 TABLE VII PARTICIPATIONS OVER INDIVIDUAL STATIONS (July 1933) Gross Receipts Type of Rendition for Month Electrical transcriptions . $110.00 Live Talent . 60,610.00 Records . 20,220.00 Total . $80,940.00 Total . $735,543.00 $1,357,356.00 $2,092,899.00 A form of business recently to attain some prominence in the local broadcast advertising field is the so-called participation. By participation is meant a program sponsored jointly by two or more sponsors who pay for it at the regular time rate rather than at the rate for spot announcements, and whose respective pieces of adver¬ tising continuity are inserted into the program. The volume of this business is found in Table VII. The volume of national and regional network and individual station advertising placed by various major industrial and business groups is found in Table VIII. A few comments should be made as to what is contained within the various classifications and as to the nature of companies ac¬ tually found in the different industrial groups. Automobile adver¬ tising is obvious as to its nature. Gasoline, oil and accessory advertising on networks centers almost exclusively in the two TABLE VIII RADIO BROADCAST ADVERTISING VOLUME BY TYPE OF SPONSORING BUSINESS (July 1933) Gross Receipts Type of Sponsoring Business National Network Regional Network Individual Station Total 1-2. Automobiles and accessories: (1) Automobiles . $96,016.00 • | $94,294.00 $190,310.00 (2) Accessories, gasoline and oils . 245,407.00 $4,250.00 207,990.00 457,647.00 3. Clothing and apparel . 8,910.00 1,125.00 143,860.00 153,895.00 4-5. Drugs and toilet goods: (4) Drugs and pharmaceuticals . 154,030.00 1,590.00 194,415.00 350,035.00 (5) Toilet goods . 305,899.00 — 133,400.00 439,299.00 6-8. Food products: (6) Foodstuffs . 327,344.00 5,790.00 332,540.00 665,674.00 (7) Beverages . 225,816.00 — 75,758.00 301,574.00 (8) Confections . 3,488.00 — 29,899.00 33,387.00 9-10. Household goods: (9) Household equipment and furniture . 23,305.00 — 111,580.00 134,885.00 (lO) Soap and kitchen supplies . 63,794.00 2,140.00 48,523.00 114,457.00 11. Insurance and financial . 79,110.00 — 60,633.00 139,743.00 12. Radios . 46,717.00 — 13,245.00 59,962.00 13. Retail establishments . — — 187,750.00 187,750.00 14. Tobacco products . 162,355.00 — 6,377.00 168,732.00 15. Miscellaneous . 67,282.00 1,174.00 452,635.00 521,091.00 Total advertising volume . $1,809,473.00 $16,069.30 $2,092,899.00 $3,918,441.00 TABLE IX NON-NETWORK BROADCAST ADVERTISING BY TYPE OF SPONSORING BUSINESS Gross Receipts July, 1933 Type of Sponsoring Business National Spot Local Total 1-2. Automobiles and accessories: (1) Automobiles . $46,623.00 $94,294-00 (2) Accessories, gasoline and oil . . 95,721.00 112,269.00 207,990.00 3. Clothing and apparel . 123,510.00 143,860.00 4-5. Drugs and toilet goods: (4) Drugs and pharmaceuticals . . 104,490.00 89,925.00 194,415.00 (5) Toilet goods . . 114,901.00 18,499.00 133,400-00 6-8. Food products: (6) Foodstuffs . . 119,380.00 213,160.00 332,540.00 (7) Beverages . . 18,436.00 57,322.00 75,758.00 (8) Confectionery . . 26,195.00 3,704.00 29,899.00 9-10. Household goods: (9) Household equipment and furniture . . 18,518.00 93,062.00 111,580-00 (10) Soap and kitchen supplies . 33,606.00 14,917.00 48,523.00 11. Insurance and financial . . 10,431.00 50,202.00 60,633.00 12. Radios . 642.00 12,603.00 13,245.00 13. Retail establishments . . 12,450.00 175,300.00 187,750.00 14. Tobacco products . 517.00 5,860.00 6,377.00 15. Miscellaneous . 112,235.00 340,400.00 452,635.00 Total advertising volume . . $735,543.00 $1,357,356.00 $2,092,899.00 • Page 1 78 •