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Illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllli^
I TIME OF SHOPPING in food and Grocery Stores |
g (figures expressed as the percent of all housewives.) M
AVERAGE DAY, Mon-Thu
AVERAGE DAY, Fri-Sat^
2.9%
11.21
13.1
15.5
12.7
(excl. Thursday) 4.4 1
Before 10:00 AM
10:00 12:00 NOON
12:00 NOON 2:00 PM
2:00-4:00 4:00 6:00 After 6:00 PM
12.8%
13.5
163
11.3
|9.9 (iricl. Thursday)
= *ln view of the survey technique utilized in this study an average day includes the 24-hour period ending at b p.m. (e.g., i 1 Thursday actually covers Wednesday 6 p.m. — Thursday b p.m.). WOR-Pulse metropolitan New York study. §
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Radio: The Way to Food
Sound medium closest to shopper at time of marketing, study shows. Buying is spread throughout week, not just on weekends
Advertisers who have gone aloiio with the traditional belief that Thxnsday night print ads are the best way to reach the majority of grocery shoppers are in for a double surprise.
A dual survey of housewives' shopping and listening habits not only explodes the time-honored theory that most food shopj^ing is done on weekends, but also declares that more than twice as many housewives listen to the radio as read newspapers prior to going shopping.
This evidence further supports the latest Videotown findings which show vastly increased radio listening among housewives.
Commissioned by WOR Ne^v York, The Pulse Inc. interviewed 1,086 housewives, a sampling of the 4,367,000 who spend S102,144,130 in food and grocery stores each week in
the 17-county area comprising metropolitan New York.
The study reveals that 73.7 percent listen to the radio on an average day prior to shopping compared with 35.1 percent who read newspapers before marketing. These figures partially result from the fact that many housewives read the newspaper in the evening after shopping. As a consecpience, radio enjoys a tremendous advantage over print when shopping is related to media exposure, the survey states.
It also points out that in using the sound medium to sell the shopper, advertisers would achieve greater impact by spreading their buys throuohout the week instead of launching them up at week's end. Over one half of all housewives shop each and every day, the study says: 54.7 percent market on an average
day Monday through Satuiday; 53.9' percent shop Monday through Thursday, and 56.4 percent buy Friday and Saturday.
Radio does an excellent job of reaching these prospects throughout the week, the Pidse analysis affirms, and, most significantly, reaches them shortly before they shop. Nearly half of all the housewives listen to the radio within three hours prior to doing their marketing: 16.6 percent listen within a quarter hour of marketing compared with 4.7 percent ^vho read a newspaper; 24.7 percent tune in one hour prior to shopping while only 9.1 percent scan a paper; 36 percent have been exposed to radio within two hours of buying while less than half that figure — 15.4 percent — have been exposed to newspaper ads; 46.7 percent have listened to the radio within three hours of
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U. S. RADIO • January 1959