NAB reports (Mar-Dec 1933)

Record Details:

Title:
NAB reports
Date:
Mar-Dec 1933
Publisher:
Washington D.C. : National Association of Broadcasters
Volume:
NAB reports (Mar-Dec 1933)
Leaf #:
000198
Language:
English
Subjects:
Broadcasters’ news bulletin, NAB member service","Radio broadcasting -- United States – Periodicals","Radio -- Law and legislation -- United States – Periodicals","Television broadcasting -- United States -- Periodicals","Television -- Law and legislation -- United States – Periodicals","National Association of Broadcasters -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland College Park
Sponsor:
University of Maryland College Park
Coordinator:
Media History Digital Library
Date Added:
December 07, 2023
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TABLE IV TABLE VI NON-NETWORK BROADCAST ADVERTISING BY GEOGRAPHICAL DISTRICTS 1933 Gross Receipts Cumulative Geographical District July August July-August New England Middle Atlantic Area $589,655.00 $410,002.00 $999,657.00 South Atlantic South Central Area . . 272,031.00 268,376.00 540,407.00 North Central Area 712,529.00 640,115.00 1,352,644.00 Pacific and Mountain Area . ... 518,684.00 435,011.00 953,695.00 Total . $2,092,899.00 $1,753,504.00 $3,846,403.00 Interesting trends with regard to national spot and local broadcast advertising are found in Tables V and VI, dealing with that phase of broadcast advertising. While local broadcast advertising volume declined approximately 11.2%, national spot broadcast advertising declined approximately 26.9%. Particularly heavy declines were to be noted in live talent spot and spot announcements. The decline with regard to elec¬ trical transcriptions, live talent, and other forms of broadcasts spon¬ sored by local advertisers has been comparatively uniform. In both the case of national spot and local broadcast advertising it would seem that it has been the smaller advertisers who have tended to discontinue broadcasting in the summer. TABLE V NON-NETWORK BROADCAST ADVERTISING BY TYPE OF RENDITION 1933 Gross Receipts Cumulative Type of Rendition July August July-August Elec, transcriptions $322,896.00 $262,601.00 $585,497.00 Live talent programs 933,580.00 818,607.00 1,752,187.00 Records . 81,323.00 50,258.00 131,581.00 Spot announcements. 755,100.00 622,038.00 1,377,138 00 Total . $2,092,899.00 $1,753,504.00 $3,846,403.00 COMPARISON LOCAL AND NATIONAL SPOT ADVERTISING BY TYPE OF RENDITION (August, 1933) Gross Receipts for Month Type of Rendition National Spot Local Total Elec, transcriptions . $200,154.00 $62,447.00 $262,601.00 Live talent programs. 167,799.00 650,808.00 818,607.00 Records . 3,299.00 46,959.00 50,258.00 Spot announcements. 176,272.00 445,766.00 622,038.00 Total . $547,524.00 $1,205,980.00 $1,753,504.00 An increased volume of programs jointly sponsored by several companies is indicated in Table VII dealing with participations. It is particularly encouraging to note that the gain in this field has been principally with regard to live talent programs. TABLE VII PARTICIPATIONS OVER INDIVIDUAL STATIONS Gross Receipts Cumulative July August July-August Elec, transcriptions . . $110.00 $141.00 $251.00 Live talent . 60,610.00 67,708.00 128,318.00 Records . 20,220.00 16,284.00 36,504.00 Total . $80,940.00 $85,133.00 $166,073.00 The volume of broadcast advertising in August sponsored by various industrial groups is to be found in Table VIII, while a similar analysis of national spot and local broadcast advertising volume over individual stations is presented in Table IX. TABLE VIII RADIO BROADCAST ADVERTISING VOLUME BY TYPE OF SPONSORING BUSINESS (August, 1933) Gross receipts for Month Type of Sponsoring Business National Network Regional Network Individual Stations Total la. Amusements . — $150.00 $83,547.00 $83,697.00 1-2. Automobiles and accessories: (1) Automobiles . $199,098.00 — 91,581.00 290,679.00 (2) Accessories, gas and oils . 272,977.00 13,102.00 129,770.00 415,849.00 121,197.00 3. Clothing and apparel . 5,232.00 900.00 115,065.00 4-5. Drugs and toilet goods: (4) Drugs and pharmaceuticals . 86,114.00 450.00 128,244.00 214,808.00 (5) Toilet goods . 284,550.00 — 125,586.00 410,136.00 6-8. Food products: (6) Foodstuffs . 364,254.00 7,693.00 271,000.00 642,947.00 (7) Beverages . 220,101.00 • — 69,200.00 289,301.00 (8) Confections . 5,311.00 — 32,457.00 37,768.00 9-10. Household goods: (9) Household equipment and furniture . 37,680.00 891.00 87,917.00 126,488.00 (10) Soap and kitchen supplies . 75,291.00 3,890.00 65,799.00 144,980.00 11. Insurance and financial . 88,713.00 808.00 46,723.00 136,244.00 12. Radios . 45,601.00 — 5,783.00 51,384.00 13. Retail establishments . — 3,003.00 113,815.00 116,818.00 14. Tobacco products . 186,875.00 — 2,587.00 189,462.00 15. Miscellaneous . 35,684.00 1,375.00 384,430.00 421,489.00 Total . $1,907,481.00 $32,262.00 $1,753,504.00 $3,693,247.00 Page 198 ■