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EDITORIAL
• radio measures up
AGGRESSIVE SALESMANSHIP
From all indications at this time, the start of the new advertising season is shaping up as one of the most aggressive selling periods in many years. (See Radio Measures Up, p. 25.)
Sparkplugging these efforts are new research studies and concentrated selling drives.
There are at least two recent research studies on radio that deserve special comment.
The first is the comparison oi the adult davtime audience of radio and tv conducted for Radio Advertising Bureau by The Pidse Inc. It confirms a trend that was evident in ^sinter 1958, the last time Pulse conducted a similar study.
ADULT CONCLUSION
The 27-market study shows, according to RAB, that radio has further increased its substantial edge over tv in adults reached by an additional 6.5 percent in the average hour between 6 a.m. and 6 p.m.
The RAB-Pulse study asserts that in such hours as 4 to 5 p.m., radio has an adult dominance of 7,691,100 to 4,575,180 for tv in those major national markets where tv competition is keenest.
A second study released last month is one conducted by A. C. Nielsen Co. for Peters, Griffin, Woodward Inc. It shows in unmistakable numerical language the reach and efficiency of national spot radio.
The study covered the top 100 markets with sample schedides to determine imduplicated reach. Conservative ground rules were estab
lished to reveal the minimal expectations of a radio schedide. The vast oiu-of-home radio audience was not coiuited, there was no rotation of spots and only average ratings were used.
According to the PG^V-Niclsen project, an expenditure of $15,350 weekly in five markets, for example, will reach 33.4 percent of the homes in one week, with messages heard 2.4 times in each home. II this schedule were run for four weeks, it would reach 50 to 57 percent of unduplicated homes, with the messages heard 6.4 times each home.
Agencies have asked radio for research to help tluMii in their j)lanning and buying decisions. Radio is responding with important, neccsasrv and costly research studies. What Pulse and Nielsen have demonstrated above is the penetration, efficiency and, in some cases, the superiority of radio. We expect that agencies will not take tfiese studies lightly, but will use them to compare the effectiveness of radio with that of other media for upcoming campaigns.
START OF THE FOURTH YEAR
With this issue, u. s. radio begins its fourth year of publishing. The past three years have been filled with growth for the radio industry as well as for the magazine. When u. s. radio started in October 1957, there were 3,113 am and 532 fm stations on the air. Today, there are 3,502 am and 752 fm stations operating. And most of these are doing well financially, according to official figures.
As I', s. RADIO celebrates its third anniversary, it looks ahead confidently to even greater growth and influence for the radio broadcast industry.
68
U. S. RADIO
October I960