U. S. Radio (Jan-Dec 1960)
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LONG ISLAND IS A MAJOR MARKET!
THE VOICE OFIONGISLAND
THE GREATER LONG ISLAND MARKET
(Nassau-Suffolk)
>C5«^C<J«»^C
' Ocj*^ CX3«^ Ocj^
MORE CARS
ARE SOLD ON
LONG ISLAND
THAN IN SEATTLE,
SAN ANTONIO AND
SALT LAKE CITY..
PUT TOGETHER!
AUTO STORE SALES ^408,969,000
(Sales Mft.)
3«ri C><3«^, C><3«^. CvS*^ 0<3«=^0<3«=^
WHLI
Dominates the Major Long Island Market (Nassau)
. . . Delivers MORE Audience ttian any other
Network or Independent Station!
(Pulse)
M 0,000 WATTS
WHLII
HEMPSTEAD lONC ISLAND. N T.
AM noo
F M 98 3
Wxi/W
Represented by GillPerno
radio research
Pulse Confirms Growth Of Out-of-Home Listening
^
Oui-ol-honic lislcning's coiiliibution to the loud radio picture during the summer ot 1959 reached record peaks, according to the recently publislied results ol out-oi-homc studies conducted by The Pulse Inc., covering 29 major markets.
A substantial 30.5 percent was added to the in-home listening totals during the warm weather montlis by listeners who took their radio with them. Dr. Sydney Roslow, director ol Pulse, states. This hgure compares with 28.3 percent in 1958 and 25.7 percent in 1957, shown in previous I'ulse studies.
In terms of actual audience size, 1)1. Roslow says, five percent of all radio families reported listening in
automobiles, at w'ork, or in oilier away-lrom-home places during the average one-quarter lioin between (i a.m. to midnight. Projecting iluse results on a national scale, he slates, "The out-ol-home audience dining the past summer added 2,521,000 families to the listening audience during the average (piariei hour, with the figure considerably higher during many periods of the day." With the growing popularity ol small transistor radios, he maintains "there is every reason to believe thai listening away from home will conliniie on the upgrade in the luture." A suininaiy of the individual market results is found in the chart l)elow. • • •
In-Home and Out-of-Home Radio Listening — Summer 1959*
(All Areas surveyed during July-August 1959 except where otherwise noted)'
% Added by Homes With-Out-of-Home Total Out-of-Home
Homes Using Radio Listening Audience Listening
Sumrfier '59) (Summer 59) (Summer '58) (Summer '59) (Summer '59)
Atlanta
Baltimore
Birmingham
Boston
Buffalo
Chicago
Cincinnati
Cleveland
Columbus, 0.
Dallas
Detroit
Fort Worth
Houston
Kansas City
Los Angeles
Miami
Milwaukee
Minneapolis-St. Paul
New Orleans
New York
Philadelphia
Pittsburgh
Portland, Ore. (June-July)^
Richmond
St. Louis
San Diego
San Francisco
Seattle
Washington
15.2
4.5
4.5
19.7
29.6
13.4
4.3
4.6
17.7
32.1
15.5
4.5
4.4
19.0
29.0
16.4
5.6
5.3
22.0
34.1
16.4
47
4.5
21.1
28.7
16.1
5.0
5.2
21.1
31.1
13.0
4.5
4.6
17.5
34.6
14.0
4.3
(a)
18.3
30.7
16.3
4.4
4.6
20.7
27.0
16.5
4.9
4.3
21.4
29.7
14.3
4.7
4.4
19.0
32.9
15.6
4.7
3.9
20.3
30.1
16.7
4.5
4.5
21.2
26.9
16.8
5.0
4.9
21.8
29.8
17.9
5.4
5.3
23.3
30.2
18.5
4.8
4.9
23.3
25.9
17.3
5.2
4.2
22.5
30.1
17.1
4.3
4.8
21.4
25.1
16.0
3.6
4.1
19.6
22.5
16.3
5.7
5.4
22.0
35.0
17.8
3.9
4.2
21.7
21.9
15.6
4.4
4.2
20.0
28.2
18.2
5.1
4.2
23.3
28.0
15.3
5.0
4.5
20.3
32.7
16.9
4.6
4.6
21.5
27.2
16.8
5.1
4.5
21.9
30.4
18.4
5.5
5.2
23.9
29.9
17.8
4.6
4.7
22.4
25.8
15.1
4.6
4.5
19.7
30.5
16.4
5.0
21.4
30.5%
Average, 29 Markets
'Figures on "homes using radio" cover 6 AM to Midnight, Sunday-thru-Saturday. All figures
expressed as % of radio families surveyed. iMiami, Portland (Ore.) . . . June-July Chicago, New York, Wash. . . . August only.
2Rating based on Monday-Friday only, (a) 1958 figures not available.
70
U. S. RADIO • February 1960