U. S. Radio (Jan-Dec 1960)

Record Details:

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RADIO MEASURES UP 1. Daytime Power (Cont'd from p. 27) says, confirmed the adult edge radio has over tv during the daytime, the latest research shows the difference has widened. According to the RAB-Pulse research, "radio has further increased its substantial edge over tv by an additional 6.5 percent in the average hoiir between 6 a.m. and 6 p.m." And the proportion of adults in radio's audience in 1960 has held steady or gained since 1958, while in tv it has decreased, RAB states. A weighted average for the 27 markets shows that 87 percent of the radio audience was adult in 1958 compared with 88 percent in 1960; in tv, the study says, adults in 1958 represented 60 percent of the audience, compared with 56 percent in 1960. What do agencies think of the latest RAB analysis? William C. Dekker, vice president, media director, McCann-Erickson Inc., New York, tells U.S. radio: "Our media planning process will make much use of these data. RAB, in the updating of its 1958 adult daytime radio audience research, has made an important contribution to the media-marketing aspects of radio. "It is always important to us in the developing of media strategies to keep abreast of trends in media circulation, shifts in listening, viewing or readership patterns. The comparison of radio's adult audience reach during daytime in 1960 versus 1958 contained in this 27-market RAB study documents once again the growth of daytime radio during the past two years." As part of the RAB project, the bureau draws from published market research studies to demonstrate that adults are the purchasing agents of any family. The marketing facts cited are these: • 98.2 percent of food and grocery buyers are adults. • 85 percent of all department store traffic is adidt. • 95 percent of all drug and tioletry purchases are made by adults. The importance of daytime as "buy-time" is borne out by these facts: • 76.1 percent of supermarket customers buy before 6 p.m. • 65.8 percent of all drug store ADULT PENETRATION Radio Television 1959 1960 1958 1960 7 a.m. to noon 90% 90% 62% 61 % Noon to 6 p.m. 85% 88% 59% 53% Weighted average 87% 88% 60% 56% Source: RAB-Pulse studies In 27 markets. purchases are made before 6 p.m. • Most department stores are open only one night weekly The RAB-Pulse audience comparisons are based on average quarterhour, Monday through Friday, sets in use, including both in-and-outof-home listening. The markets are: Boston, Buffalo, New York, Philadelphia, Pittsburgh, Atlanta, Baltimore, Birmingham, Houston, Memphis, New Orleans, Richmond, Washington (D.C.) , Chicago, Cincinnati, Cleveland, Columbus (O.) , Detroit, Kansas City, Milwaukee, Minneapolis-St. Paul, St. Louis, Los Angeles, Portland (Ore.) , San Diego, San Francisco and Seattle. 2. Reach and Frequency (Cont'd from p. 27) to the top 100 markets, the same yardsticks can be utilized for the entire nation. For the purposes of the study, stations wdth the highest average ratings were selected in each market, both for the weekday and weekend schedules. A variety of spot campaigns were hypothetically placed on a pre-determined basis to utilize all day parts, Sunday through Saturday. These schedules were then tabulated in order to determine net imduplicated homes reached and the average number of times heard. Costs were based on published minvue rates, less applicable discounts for fixed positions. PGW feels that the results of this study, as significant as they are, are "minimal expectations" of what spot radio can do. The reasons: There is no out-of-home listening included; there is no rotation of spots, and only average ratings were utilized. The first round of agency calls on the research study are being made at the media director or media research director levels. The second time around PGW will show the presentation to the account level at the agency and executives on the client side. In New York, the agencies that have either seen it or will see it shortly are J. Walter Thompson; McCann-Erickson; BBDO; Ogilvy, Benson & Mather; Foote, Cone & Belding; Benton & Bowles; Compton; Dancer, Fitzgerald & Sample; William Esty; Sullivan, Stauffer, Colwell & Bayles; Kenyon & Eckhardt, and Gumbinner. The calls being made on the media director or media research direc tor include the research study only. Ho^\ ever, when PGW shows it to the client, it will be considerably embellished. The representative firm intends to bring the research to the attention of major non-radio national advertisers and at the same time, offer them a specific proposal lor radio use. That proposal will include a suggested radio budget for the year and will specify time periods, frequency and expected reach. PGW expects to have the entire data for this study completed by next month. At that time, the firm intends to make the findings available to all other representatives, agencies and advertisers interested in spot radio. For charts on efficiency of weekend radio, see p. 59. f/. S. RADIO October 1960 49