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REPORTS. . .SPONSOR REPORTS. . .SPONSOR
Network-TV
Hooperatings are
released
Nearly 3,000,000
new AM radio sets
up to 1 June 1949
Pulse reports
N. Y. sets-in-use
up
Cushman's and A&P buy TV time
Farm income not
much below 1948
peak
Network-TV Hooperatings are a fact. New York section of industryintroduced to them 28 June, while rest of nation will hear them explained in series of cross-country meetings. Both TV-based home ratings and random-sample ratings are included in report, which assembled greatest collection of TV-rating data ever presented. Hooper is standing 95% of cost of making first report with only 17 charter subscribers.
-SR
Nearly 3,000,000 AM radio sets were produced this year up to 1 June, with Radio Manufacturers' Association members alone reporting 2,586,135. RMA members produced 181,803 auto radios and 132,091 portables in May.
-SR
Average radio sets in use in New York City per quarter-hour from 6 a.m. to midnight was up in June from May-June a year ago according to Pulse. This, despite fact that New York is TV's number one area. Average quarter-hour figure was 23.7%. Comparative figure for May year ago was 22.6%, June 21.2%.
-SR
Two firms that haven't used radio to any extent in years are telecasting. A&P is buying spot on DuMont's Kathi Norris program and Cushman's Sons has bought Harry Goodman's weather puppets for WABD five times a week.
-SR
Farm income, despite Eastern drought, will not be much below 1948 peak rate of $31,000,000,000. There is even a possibility that it may hit 1948 peak, although that is remote at this time.
—Please turn to page 34—
IN THIS ISSUE
capsuled highlights
Uncounted millions listen to broadcasting page 19 all year 'round. For the first time in radio history, SPONSOR gives some idea of this tremendous bonus audience.
Orange juice salesman, Bing Crosby, helps page 22 build a one product business in competition with the great food corporations of America.
It's more than a matter of ethics, the prob page 24 lem of per-inquiry broadcasting. Some sponsors just don't want time on a station that has a great deal of direct-selling business.
Sponsor identification does not always mean page 27 sales. Some sponsors do an amazing job with practically no listeners knowing who sponsors their programs.
Regional networks, without telephone line page 30 connections, may solve state-wide market coverage for advertisers. Two FM-served networks (Alabama and Oklahoma) are developing the new formula.
$400,000 in TV sets is one month record that page 48 a dealer set through using TV advertising to reach prospects.
IN NEXT ISSUE
Fall Forecast for every business that uses radio, TV, or other form of broadcasting.
Film sources for all forms of TV advertising.
Transcription index for selective advertising.
Fall Facts, it's the name of, and it's the contents of, SPONSOR'S next issue.
18 July
18 July 18 July 18 July
SPONSOR