Sponsor (July-Dec 1953)
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COMPLETE INDEX OF FALL FACTS ISSUE SUBJECTS
NETWORK RADIO REPORT starts page 67
Fall outlook: Daytime will be a sellout, there's more optimistic atmosphere at networks this year 68 Network audiences: Includes cumulative audience figures for soap operas, night newscasts 68 Out-of-home listening: Latest available in formation on radio's important "bonus" audience 69
Average cost of programs, top 10 agencies 70 ''Tandem'' plans: A status report on the dispersedaudience type of programing on all nets 72 Merchandising: What the nets offer, and specific results obtained for clients in efforts to date 74 Network flexibility: Advertisers have more leeway in tailor-making their radio coverage 76
Research round-up: Better measurement of multiple-set homes will mean higher radio ratings soon 80 Radio availabilities: The top 10 available programs on each of the nets with costs, other data 85
SPOT RADIO REPORT starts page 101
Availabilities: More clients may turn to nighttime 102 Nighttime spot radio: Sellers contend research proves night is good dollar buy despite television 104 Rate outlook: Definite trend setting in toward single-rate structure, especially in TV areas 105 Transcriptions: Trend is toward multiple-sponsorship. All firms say business good __ 106
Library services: Move here is to supply almost
complete programing services 110
Negro radio: With Negro's economic status improving, more advertisers are showing interest 128 Foreign-language : Stations in this field have had
to increase amount of time on air 130
FM: Set production is up to 30.000 a month 134
Storecasting: 70% renewal rate is indication
users of medium are satisfied 136
Transit Radio: TR exec says medium will eventually gain back strength 138
Station research: More stations will probably add
to their research ammunition with area studies 138
Coverage services: A brief review of the two coverage services available to measure radio and TV— 139
NETWORK TV REPORT starts page 173
One-station markets: An analysis of the clearance problem and its soon-to-come solution 174 Network lineups: A \2o-station hookup on one net should be possible by September 176
Average cost of programs, top 10 agencies 176
Ultra High Frequency: Growth, conversion rates,
signal coverage, other aspects analyzed 180
Costs: Gross costs haven't hit peak but added coverage has lowered cost-per1,000 182 Programs & audiences : Intense competition may
tend to stifle experimentation 185
Net TV availabilities: The top 10 available programs on the television nets with costs, other data 186 Merchandising: An outline of differences between the NBC and CBS concepts 187
Color: No significant developments for advertisers
indicated for at least one year _ 1 88
Unions: A checkup on labor developments and their meaning to cost-conscious admen 188
SPOT TV
starts page 191
Availabilities: Plenty of openings in morning,
afternoon tougher, nighttime rough 192
Netv TV stations: Time buying is easing, coverage now reaches almost 80ri of U.S. homes 192 SAG talent scale: Highlights of payments to film
commercial talent; a table suitable for filing 193
Spot TV rates: Set growth is determining factor;
rates may go up, cost-per-l.QQO down _ 196
Color TV: Although this is a long-range worry,
advertisers should watch developments _. 196
Commercials cost: New SAG scales call for use
of ingenuity in holding costs down 198
10-second I.D.'s: Standardization has won popularity for "quickie" commercials _____ 200
Syndicated films: Advertisers are assured of variety in available product, business for film men good 201 Spot-placed films: Clients who place own film shows via spot seek flexibility, better clearances — 203 TV markets: A status rejwrt on TV in the 225 metropolitan county markets 20&
RADIO RASICS ... starts page 157 TV DASICS starts page 219
/. Dimensions of TV's audience: Sets in each Tl market, radio and Tl families compared.
II. Television vieiving habits: How viewing varies by time of day. audience composition, seasonal variation.
III. Cost of television advertising: TV costs vs. circulation compared with print media, spot Tl costs.
IV. Television's billings: Billings by networks '49-'53, spot TV billings '49-'53 ('53 estimate S125.000.00O).
I. Dimensions of radio's audience : Includes number of homes, out-of-home data, audience composition.
II. Radio listening habits: Seasonal variations, amount of radio listening TV homes and areas contribute.
III. Cost of radio advertising: Cost-per-1,000 homes by program types, typical production costs, spot costs.
IV. Radio's billings: Billings by networks '48-'53. spot radio billings '47-'53 ('5'S estimate: $130.000,0001.
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