Sponsor (Oct-Dec 1961)

BUFFALO STUDY SHOWS RADIO ^ Bruskin research on Bells-IGA shoppers in Buffalo proves radio's ahility to sell specific food items * In radio only since 1 Jan., $30,000,000 food chain finds 20% of shoppers bought radio featured specials \+ onclusive evidence of radio's ahility to move specific supermarket items was turned up in a recent study conducted by R. H. Bruskin Associates of shoppers in food shops in the Buffalo area. Personal interviews outside 10 Bells-fGA supermarkets with shoppers who had just completed actual purchases of canned goods, baked goods, meat and produce showed that over two-fifths of Bells customers were aware of Bells' radio commericals, that two-thirds of these could recall some part of the messages, and that half of those exposed to Bells-IGA radio advertising subsequently had purchased radio-advertised specials. Bells-IGA, third largest supermar ket group in the Buffalo area, operates 28 stores with a total yearly volume of $30,000,000. Until last January, their advertising, like many other supers had been traditionally in newspapers. Radio schedules, beginning the first of the year were given 15% of the total yearly ad budget of $270,000 (5% was set aside for tv). Three radio stations, WKBW, WEBR, WBNY received the bulk of the radio appropriation with schedules of approximately 60 30-second spots per week. (Minutes were used in the WEBR Trafficopter morning program.) Radio copy has been occasionally institutional, but mainly features spe 28 SUPERMARKETS IN BUFFALO AREA, figured in Bells-ISA radio drive. Here, Karl Manhardt, A.e. Ellis Advertising, Robert Abels, exec. v.p. Bells-IGA, Jim Arcara, s.m. WKBW, and Norm Schoenig adv. man. Bells-ISA discuss plans for Bruskin radio research project 28 SPONSOR 2 OCTOBER 1961