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airwaves
Radio's Barometer
$372,000 Est
0 Local
$89,000,(HO Network Est
$145,00 (9 m
ns on Air
Sets in Use
Spot: Total gross dollar volume sjjot radio sales lor first nine months this year are estimated at $I45,00(),()O0 by Larry Webb, president, Station Representatives Association. This would represent a substantial increase over the same period last year when total sales for the first three quarters were $103,479,000. During the first six months this year, food, grocery, tobacco and drug products led the field in dollar volume with a combined gross of $40,620,000 ... or 42.5% of total spot sales.
Network: CBS's Arthur Hull Hayes reports that station payments for 1957 will be higher than in 1956 ... the first time since 1950 they have increased over the preceding year. He stated Neilsen credits CBS radio with 82% more audience than the second network dining the average sjjonsored minute over a full seven day period. Both daytime and nighttime sales soar with 90% of the network's daytime bloc sold, and "Impact" segment sales up approximately 600% since March.
NBC also points to upswing in network radio. Network reports that sponsored hours increased by 40% from September, 195G, to Sejjtember, 1957, and gross billings grew 70%. Aggregate station compensation was up 200% with a 300% increase for stations carrying NBC's full commercial schedule. (See Report from Networks, p. 47.)
Stations: Revised FCC count on station authorizations on the air shows total AM and FM commercial stations at 3,665:
Commercial AM Commercial FM
3,133 532
350 38
142 36
568
Stations on the air Applications pending Under construction
TOTAL AUTHORIZED
3,275
Sets: Shipment of radios from factory to dealer, not including car radios going directly to auto industry, totalled 4,788,006 for first eight months of 1957. This represents an increase over last year of 296,211 sets, according to Electronics Industry Association.
For first nine months of 1957, sales of radio sets totalled 5.840,372, excluding 3,839,345 auto radios sold directly to the automotive industry. Breakdown looks like this:
Total Radios Produced
January
February
March
April
^[ay
June
July
.Aug-ust
September
TOTAL
Auto Radios
Radio Sales
Produced
563,363
521,624
525,029
522,859
730,584
597.432
543,092
380.452
547,480
396.151
729,421
416,058
587,484
256,279
710,553
301,971
893,366
446,419
5,840,372
3,839,345
1,085,592 1,264,765 1,609,073 1,115,813 1,023,771 1,088.343 612,588 965,724 1,610,748
10,376,354
U.S. RADIO
November 1957