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I
TOTAL PERSON-HOURS SPENT PER WEEK
RADIO
TELEVISION
MAGAZINES
NEWSPAPERS
NRI, December 1952 data, and audience composition data, ARB, February 1951
NTI, December 1952 data, and audience composition data, ARB TV, November 1952
330,330,000 ARB nationwide study, August 1951, protected to US population estimate. January 1953
632,957,000 ARB nationwide study, August 1951, projected to US population estimate. January 1953.
1.678.fc3?.0O0
RADiO GETS LARGEST SHARE of time people spend with major media, according to CBS study shown above. Radio's share, in terms of person-hours per week, is 1 .720.286.0C0 person-hours, or 40%. Yet,
study points out. according to McCann-Erickson figures, of the total money spent in 1952 on those four media by •ovartiMrt, which cam* to $4,375,400,000. radio required only $722,700,003 or abo^
actual audience reduction is smaller because there are more sets and more people in the country. Here arc Borne recent Nielsen comparisons showing the average rating and audience for both daytime and nighttime. I he comparisons cover the week ending 9 Ma\ 1953 \s. the week ending 10 Ma\ 1952:
• Average night rating, 1.1 vs. 4.9.
• Average evening audience. 1,969,000 vs. 2,097,000.
• Average day rating, 3.5 \s. 3.7.
• Average daytime audience, I,566,000 vs. 1,584,000.
Out-of-home listening
Q. What information is there on out-of-home listening to network
radio programs available today? A. I here are do ape ifi figures on particular programs but there have been a numbei "I studies indi< ating the amount "I out-of-home listening on a broad scale. \KB has done a diar)
study, proje table to the entin n
try. Pulse does studies on out-ofhome listening in majoi n arkets. Broadcast Advertising Bureau has studied the amount ol auto listening among cars on the road and is now refining these figures so the) can !><• related in terms of actual traffic <>n the road. Mel-en has recently released figures on total out-of-home listening in the I . >.. regions of the I . S. and in the various states. ITiese figures should add to average radio ratings of virtual!) ever) pro-ram.
Q. Has there been any noticeable trend in out-of-homc listening? A. I 'ill-. out-of-home figures sb< stead) increase since L950. Vvers ..I additional radio sets-in-uae f«>i more than a dozen large markets n< a follow-: 1950-51, l 1.7 : 1951 15.2^5 : L952 13, 18.6 ["heat
ares covei winter listening, not Bummei . 1 he 1953 listening bonus rai from 12. 3* I of home listening in S tie to 21.7', in Philadelphia.
Radio l?a-i< in tlii issue. I
Q. What is the extent of national out-of-home listening? A. According t" Nielsen figures, <\fveloped from, a sub-sample of the mar
TANDEM-TYPE plans are popular with advertisers. MBS' five MultiMessage Plan shows, including "That Hammer Guy," De'ow, have been sold out. Sponsor overflow is taken care of with other programs
BLOCK PROGRAMING trend is increasing in network radio, though it has always been a potent force. NBC s 13-year-old music block on Monday nights, including "Telephone Hour." will continue in fall
13 JULY 1953 Xettvork radio program Cotnparagraph appvars this Issue page H!t
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