Sponsor (July-Dec 1953)

More than 1,000 persons turned out for screening of CBS Radio's film "It's Time For Everybody" shown recently in Hollywood. Above are Paul Mundie, Lever Bros.; Les Irvin, Hill Bros.; E. W. Buckalew, KNXCPRN; Adrian Murphy, CBS Radio. Chart from movie on page HO Dr. Sydney Roslow, president of Pulse, points to chart which throws light on differences between rating services. Pulse figures on radio sets-in-use in N.Y.C. indicate close agreement with Nielsen; Hooper figures far below both. See Research round-up starting on p<lQ*' 80 NETWORK RADIO TRENDS (Complete report .starts page 67) 1. Rates: \\ ith none of the confusion and uncertainty about rates that existed last year at this time, advertisers are making their fall network plans earlier. 2. Research: Network radio will benefit from an increasingly adequate measurement of radio's audience. Nielsen is going ahead with installation of its MultipleReceiver Metering ( MRM I Audimeters so as to reflect the larger number of multi-set homes that turned up in the Nielsen Coverage Service survey of last year. While installation is going on Nielsen will supply weighted ratings to reflect the new multi-set home figures. The networks are also using studies by Nielsen, Pulse and others on outof-home radio listening to sell clients. 3. Rillings: There is evidence of an upward trend in network radio billings. Both CBS and NBC report billings for the first half of 1953 are ahead of the corresponding period last year, while Mutual's 1952 billings came to nearlv 30 rc above 1950. 4. Audience: \\ hile network program ratings are down a little this year the reduction in audiences is minor since there are more radio sets and more people than there were last year. 5. i (indents: The various network "tandem" plans have been doing well, for the most part. Mutual's MultiMessage Plan has been sold out, and during this summer. the overflow of clients seeking to buy into the plan have been poured into non-Multi-Message Plan programs at the regular plan rates. Mutual expects this overflow situation to continue in the fall. CBS" Power Plan started out slow last fall but ended up the 1952-53 season practically sold out. NBC's Operation Tandem was sold out for part of tin -I'ibim, NBC has alreadv sold one client for the fall. SPOT RADIO TRENDS (Complete rt port starts pagt L01 1. XrtiilabUities: The trend toward use of morning radio by TV-shy clients is still on — to such a degree that many big radio stations have to put spot advertisers on rotating schedules to fit them in. See page 102. 2. Xighttitne radio: With nighttime rates dropping, there s a definite movement on the part of both buyers and sellers to re-explore the possibilities of nighttime spot radio. 3. Curfews: Several major advertisers, like Old Gold and Lever Bros., still have arbitrary morning "curfews"' after which they wont buy spot radio. But buying trend is now away from this practice. 4. Single rates: Reps estimate that between 30c/c and 50' '< of major radio outlets in video areas are now on single-rate basis I same prices for both day and night i. Another 10rt , or more, will make the changeover in rates before fall. See page 105. 5. Spot yardsticks: More agencies than ever before are using broadcast research tools — like NCS and SAM — in their spot radio time buying. 6. \egro programing: To reach the $15 billion Negro market in the I .S.. a growing list of advertisers are using the 200-plus radio stations airing programs with spei ial appeal to this important American group. See page 128. 7. F.II Radio: Sales of FM-AM sets and FM tuners are on the upbeat. More FM "sisters"' of \M outlets are airing their own programs. 8. Storecasting: This specialized form of FM service, which consists of in-store broadcasts, now counts 300 advertisers, has high rate of renewals. 32 SPONSOR