Sponsor (July-Dec 1954)

Record Details:

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SPOT RADIO TRENDS Completi report stints pagi 195 1. Major shifts have taken place in spot radio sales strategy of reps, stations. Among key developments: more "service"' packages of news, weather, traffic bulletins aimed at in-home and out-of-rfome radio audience; more efforts to stretch Monday-through-Frida) morning programing to Include Saturdays thus giving stations an "extra morning'" to sell: more nighttime low-cost saturation plans; more programs beamed toward pinpointed audiences. 2. "Total" measurement of radio to he feature of fall spot buying. As timebuyers become more research-conscious, new research tools are being developed. Nielsen expects to start his new area radio-tv measurement service, Nielsen Station Index, in October. Pulse plans to conduct more full-area studies, more out-of-home lating. Time buying today also makes use of audience composition data, cumulative ratings, turnover. 3. Spot business outlook continues to be generally optimistic. Spot program hours of mornings, afternoons, early evenings and late at night have been least hit by tv, are most popular with agency radio buyers. Annual level is over $135 million. 4. Radio's '"''specialties'''' are gaining favor with audiences, buyers. More than six out of 10 stations air one or more farm shows. Nearly 140 radio outlets program more than 10 hours weekly of classical music. Some 375 stations aim programs at Negro market; 22 outlets are 100% Negro-programed. Foreign-language broadcasts are holding their own in many of the nation's largest metropolitan areas. NETWORK RADIO TRENDS pli It if pen t . '. 1. Nighttime costs will take a dron ill the fall with time discounts set for an increase on CBS and NB( ABC is expected to follow suit. Mutual will ontinui its "automatic rate cuts" as new i\ outlets come on the air. i Vdmen quoted in this section explain whal effect t li«-\ think cost reduction m ill have. > 2. Programing trends will be marked by greater use of strips at night. CBS will add an houi of them. There arc four reasons for this trend: i I i reduced show costs per advertiser. (2) sponsor can gel large cumulative audiences quickly, (3) networks can sell them as spot carriers and ill audience can remember them more i tsil) than different programs each day. 3. More spot carriers will he offered for sale in the fall. Mutual i^ expected to gel an O.K. on carriei strips in the morning and afternoon from its affiliates. NBC has added a spol carrier .it night and CBS ma) sell its new strips in 71 ■j-niiniitc segments. 4. New set count figures and radio listening data will shed additional light qu radio and will -park new radio promotion efforts \<\ broadcasters. ><t figures gathered by Politz for BAB and networks will be released shortlv. Mutual will also release data. 5. Program formats will he increasingly marked by relaxed, easy-to-lislen-to fare with the disk jockey approach coloring nunc and inure shows. 1 be networks will seek to differentiate themsekes from independent station d.j. shows b\ using big names. 6. The possibility of a regular measurement of auto listening nationally by Nielsen will ui\e fillip to networks effort to reach auto listener Important recent net radio nui/.v include those of sponsors below. Merit Card bought Martin Block on ABC, company's first net radio buy. Royal Crown bought Robert Q. Lewis on CBS Saturday mornings to get big pre-marketing audience. Florida Citrus Commission is sponsoring "Florida Calling " on MBS, first net buy for Commission. Prudential is buying into "Fibber McGee and Molly" on NBC at night. Prudential wants to reach men, biggest insurance buyers, feels night is best time. See Network radio starting page 251 FLORIDA range Juice G* Hl"^5' COLA t'M 12 JULY 1954 37