NAB reports (Mar-Dec 1933)

TABLE IX NON-NETWORK BROADCAST ADVERTISING BY TYPE OF SPONSORING BUSINESS (August, 1933) Type of Sponsoring Program la. Amusements . 1-2. Automobiles and accessories: (1) Automobiles . (2) Accessories, gasoline and oil . 3. Clothing and apparel . 4-5. Drugs and toilet goods: (4) Drugs and pharmaceuticals . (5) Toilet goods . 6-8. Food products: (6) Foodstuffs . ( 7 ) Beverages . (8) Confectionery . 9-10. Household goods: (9) Household equipment and furniture (10) Soap and kitchen supplies . 11. Insurance and financial . 12. Radios . 13. Retail establishments . 14. Tobacco products . . 15. Miscellaneous . Total . Gross Receipts for Month Local $82,096.00 National Spot $1,451.00 44,726.00 67,158.00 5,384.00 48,340.00 100,451.00 95, 440.00 25,609.00 17,961.00 16,046.00 41,170.00 4,846.00 3,375.00 6,752.00 1,295.00 67,520.00 $547,524.00 46,855.00 62,612.00 109,681.00 79,904.00 25,135.00 175,560.00 43,591.00 14,496.00 71,871.00 24,629.00 41,877.00 2,408.00 107,063.00 1,292.00 316,910.00 $1,205,980.00 Total $83,547.00 91,581.00 129,770.00 115,065.00 128,244.00 125,586.00 271,000.00 69,200.00 32,457.00 87,917.00 65,799.00 46,723.00 5,783.00 113,815.00 2.587.00 384,430.00 $1,753,504.00 In connection with the industrial tables, a new classification, that of amusements, is to be noted. This attains some prominence in the individual station field, though it is of little significance in network advertising. Several important trends should be noted with regard to the sponsorship of radio broadcast advertising by various industrial groups. Automobile advertising over the radio has increased slightly more than one-third over the previous month. This has been due entirely to increased network advertising, with regard to which the automobile industry’s expenditures more than doubled as compared to July. National spot automobile business declined slightly less than 10%, while local advertising remained practically the same as in the previous month. Total accessory and gasoline advertising declined approximately 9% as compared with July, while national network advertising in this field increased approxi¬ mately 11%. Clothing and apparel advertising declined uniformly, as would be expected at this time of the year. Drug and pharmaceutical ad¬ vertising over national networks declined approximately 51%, national spot volume showing a similar drop. Local advertising in this field held its own as compared with July. Toilet goods and food advertising remained comparatively steady, with national net¬ work food advertising increasing 10% and slight declines occurring in the national spot and local fields. National spot beverage ad¬ vertising increased considerably, as did local confectionery advertis¬ ing, the former increasing approximately 39%. National network advertising of household equipment showed marked increases over July, expenditures of this group increasing more than 60%. Some declines were experienced in individual station business in this field. Soaps and household supplies tended to hold their own, while financial advertising showed a slight de¬ cline. Radio advertising declined, while retail advertising dropped 37%, due undoubtedly to seasonal influences. Of particular interest is a 13% increase in tobacco advertising over national networks. It would seem that after the ruinous price wars of last spring, cigarette manufacturers were coming to realize that radio is too potent a medium for mass sales to be dispensed with for any length of time. Another new aspect of the monthly reports is to be found in Table X, which segregates for the first time retail broadcast adver¬ tising from other local advertising. It is interesting to note that during August retail advertising accounted for about 51% of the total locally sponsored broadcast advertising volume. Of the total retail advertising, department stores accounted for 18.7%, clothing and apparel shops for 16.8%, grocery and food establishments 15.3%-, drug stores 11.6%, gasoline stations, garages and similar establishments 9.8%. TABLE X RETAIL ADVERTISING OVER INDIVIDUAL STATIONS (August, 1933) Gross Receipts Type of Sponsoring Business for Month Automobiles and accessories: Automobile agencies and used car dealers . $38,237.00 Gasoline stations, garages, etc. . 60,393.00 Clothing and apparel shops . 102,850.00 Drugs and toilet goods: Drug stores . 71,016.00 Beauty parlors . 913.00 Food products: Grocery stores, meat markets, etc . 93,664.00 Restaurants and eating places1 . 24,969.00 Beverage retailers . 963.00 Confectionery stores, etc . 5,086.00 Household goods: General housefurnishing establishments . 1,848.00 Household equipment retailers 2 . 25,116.00 Furniture stores . 38,148.00 Hardware stores . 7,038.00 Radio retailers . 2,249.00 Department and general stores . 113,815.00 Tobacco shops . 939.00 Miscellaneous . 25,382.00 Total . $611,606.00 1 Exclusive of hotels. " Such as electric refrigerators, oil burners, sweepers, furnaces and the like. General Business Conditions Business developments since the high peak of July have shown conflicting tendencies which make the determination of any clearcut trend impossible. Business activity has declined to slightly less than 80% of the 1923-1925 level after having practically reached the 100% mark in July. Productive activity has shown an 8% decrease in August as compared with the previous month, while some slight further recessions have occurred since then. Freight car loadings also declined, contrary to the usual seasonal trend, being 6% below the previous month. Though public works enter ■ Page 199 •