U. S. Radio (Jan-Dec 1960)

hometown USA • Commercial Clinic • Station Log • BPA Memo (Local Promotion) • Radio Registers ^X^ The Female Influence In Automobile Market Study by BBDO shows the growing role the woman of the house is playing in auto buying decisions. Other studies also reveal that she's a ''radio influential" The next time you take the car out for a spin around town, don't be too surprised if the salesmen's shack on that used car lot off Main Street has chintz curtains on the window. And if you stop into a station for gas, don't head for the nearest exit if the attendent starts giving your windshield a quick swipe with a lacetrimmed cloth. The simple fact of the matter is that \\omen are becoming more and more a factor in all automotive pur chases. With over 27 million women now driving, and with the number of women drivers increasing an impressive three and one-half million in the past two years, this is a mobile market which bears some watching. BBDO Inc., New York, has issued the results of a study of the female influence on automotive purchases which may have some direct bearing on whom and how radio is used. As other studies have shown (see Housewives Listen, Too. October, 1959) women are both avid and loyal radio users. Housewives, according to the Market Planning Corp. study for H-R, spend about four and one-half hours each day listening to radio. The BBDO study indicates that Mrs. Housewife also takes the radio listening habit with her when she gets into the family automobile. The immber one piece of equipment found in the cars used in the survey was a radio, with 77 percent of the women replying that their cars were so equipped. 40 .■^ U. S. RADIO January 1960