U. S. Radio (Jan-Dec 1960)

Record Details:

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radio research RADIO and TELEVISION In LOUISVILLE the Big Change is to WKLO no. 1 .-'Nielsen Total four weeks — 3-hour average 6 a.m. -6 p.m. M-F WKLO Sta B Sta C July-Aug. 14.4 38.6 21.7 Nov.-Dec. 38.3 29.5 26.2 Nielsen Nov./Dec. '59 And, more quarter-hours gained than any other station! -quarter-hour WKLO S.^a. B Sta. C increases decreases no change 59 6 7 19 52 1 29 37 7 Pulse Nov, '59 For details and availabilities, see . . . roberl e. eastman & CO., inc. -^ Nielsen's NCS '61 Radio Survey to Sample 375,000 Families Not h;i\ ing issued a national circulation study for radio since 1956 (NCS #2), the A. C. Nielsen Co. is in the process of making final preparations for its recently announced new radio survey. Designated NCS til, the research firm explains that the radio measurement will include out-of-home listening and will icport total radio circulation foi each U. S. county in addition to the individual station audience figures. Residts of the survey will he based on returns from a nationwide samj)ling of approximately '^7.5, OOO families. "These homes," it is pointed out, "have been selected to represent a cross-section of the total family population in each coiui tv \ sytem of contiolled mail balloting will be emi)loyecl until a minimum of 50 percent of the samj)le has iei)lied from each county." What Study Will Show When the study is completed, Nielsen says that it will provide: • The number of homes and receiver equipped homes in all areas of station influence. • The number and ])ercent of receiver homes that listen to each station during significant periods of time. (Monthly, weekly, daily station circulation.) Mid-October to mid-December has been selected as the period during which the survey will be conducted. In explaining why these dates were selected, it is pointed out that "Coverage studies are neither completely transitory nor permanent. They should represent average conditions that are neither peaks nor valleys in listening, 'typical' of the commercial use of the mediinn. Late fall meets these conditions." A family receiving the radio ballot will be asked general questions about the members ol the group and how much they use radio. The cjuestion on actual station listening will be specific and require the listing of call letters of all radio stations tuned to both "in-home and out-of-home dining the past month or so." When the station list has been completed, a Nielsen brochure slates, respondents will then check their frecjuency of listening before and after (> p.m. "The answers to these cpiestionnaires are the sources fiom which NCS reports market (overage by stations and weekly and daily daytime and nighttime penetration levels and circidation totals. "The station l);dloting, on the above basis, is controlled separately for each of some .8,000 counties which will be individually measured. The small rural balance will be clustered in gioups of two or ihiee counties to yield significant population groups." Each NCS station report will include detailed information on "market data, NCS market coverage and i NCS day part circulation." Market data, it is explained, refers to the total homes and radio homes in the area as of April 1960 from the current U. S. Census. The NCS market coverage will show estimated homes using a station at least once a week regardless of day. The term NCS circulation "is applicable to the estimated number of homes reached by a station separately for daytime and nighttime programming and reception. These circulation counts, in turn, will also be expressed as a percentage of receiver homes." Nielsen expects to release the radio data as soon as complete 1960 census coiinty-by-county owneiship figures are available for tabulation. The expected delivery for the radio NCS '61 is midsummer, 1961. • • • 68 U. S. RADIO • August I960