U. S. Radio (Jan-Dec 1960)

Record Details:

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1. RADIO'S DAYTIME POWER The conciseness of radio's sales story and reasons for its advertising effectiveness are exploicd in new RAB research. The project pro\ ides the same answer to two questions. Tlie questions: (1) \\niat segment of the family does the buying? (2) What segment ol the family listens to radio more than tv during the entire daytime hours? Answer for both: Adults (18 years of age and older) . Taking the second (juestion first, RAB finds that in every hour from 6 a.m. to 6 p.m., radio's penetration of the adult consumer audience is greater than tv's. I hese are the hours when most i)uying takes place. Pulse conducted the study in 27 markets last winter, comparing the number of adults reached by radio and tv during these hours. The results of the study are not proiectil>le beyond the markets included. The markets studied, however, are the ones in which radio-tv competition is keenest and at a time when viewing is highest. During the hours of 8 to 9 a.m., R.\B states, the number of adults reached by radio is 8,811,'}.S0 compared with 917,000 for tv; from 1 to 5 p.m., the study finds that radio reaches 7,691,100 adults, while tv penetrates 4,575,180 adults. During the noon hours, from 12 lilllllllllllllllllllllllll llllllllllllllllll 2. REACH AND EFFICIENCY One of the most important blasts at the "tralfic times" cra/e in radio has resulted from the study on radio's penetration co-clevelo])ed by Peters, Griffin, Woodward Inc. and the A. C. Nielsen Co. The purpose of the overall study was to provide a media planning guide to the penetration and cost efficiency oi national spot radio in the top 100 markets. The study accomplishes this and more. .\ major facet of the projec t shows that in reach and Irecpiency as well as in audience composition, weekend radio compares very favorably with the crowded weekday driving times. Here are comparisons of two sched ides in the top five markets in the PCiW-Nielsen stiuly. The Monday-throughFriday schedide (6 to 9 a.m. and 3 to (i p.m.) utilizes 37 spots at a weekly cost of M.S. 900 (minutes at 13-week rate). I'he weekend schedule consists of 45 spots at a weekly cost of $10,300 (minutes at 13-week rate). Here are the results: Driving times has an unduplicated reach of 28.9 percent of the homes compared with 28.3 percent for the weekend; Irecjuency is 2.5 for weekday and 3.0 lor weekend. In audience composition, the weekend schedule shows an edge in males of 33 percent compaied with 2(") percent llllllllllllllllllllllllllllllllllllllilllllllllllllllllllllllllllllllllllllllli^ 3. THE LOCAL BROKER What can stations do to hclj) themselves and their representatives increase the How of naticjnal money into radio? Plenty, judging by a list of specific recommendations prepared by the Katz Agency Inc. Particularly, Morris S. Kellner, vice president in charge of radio, urges stations to "cultivate" the local contact of the national client. The following evaluation of what can be done is presented by Mr. Kellner in response to a plea for such advice from Kenneth Church, vice president, Taft Broadcasting Co. "Frankly, too many of us in radio have been too casual in our efforts to cultivate local contacts of national advertisers. Newspapers, for instance, have long recognized that 'all na tional advertising is Icical' and have worked hard and consistently to cultivate the local district manager, broker or wholesaler. Radio stations must realize that such cultivation requires a purposeful program, carried out diligently month in and month out. It cannot be simply a spur-of-the-moment call when the news breaks ai)c)ut an upcoming camj)aign. "Nor is it enough lor just any available man to attend the Chamber cf Commerce luncheon or the local food manufacturers representatives' association meeting. (Cultivating the individuals who can influence the expenditure of national appropriations, the key man in the field who can stimulate national s])ot radio 26 U. S. RADIO October 1960