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airwaves
Radio's Barometer
156,394,000 Sets in Use
15,000,000 Fm Sets In Use (NAB Research)
40,387,000 Car Radios (RAB est.)
1,048,406 Sets Made (August— EIA)
3,522 Am Stations
763 Fm Stations
Spot: National spoi radio time sales for the year 1959, according to figures released by the Federal Communications Connnission, amoiuited to 1188.1 million. This represented an increase of 9.4 percent over the previous year. Sales to local advertisers totaled .S359.1 million, a rise of 11.1 percent over 1958, the FCC reported. The government agency figures also shoAved that total revenues for all non-network-ovvned stations were $499.6 million in 1959, a 9.3 percent rise, and profits were $46.9 million, an 11.9 percent jump over 1918.
Network: Pepsi-Cola, for the fifth consecutive four-week period, ranked as the number one network advertiser in terms of total home broadcasts delivered, according to A. C. Nielsen Co.'s monthly index for the period ending September 4. The firm made use of 588 broadcasts for a total of 186,-386,000 home broadcasts delivered. Chevrolet, Midas Inc., Liggett & Myers Tobacco and R. J. Revnolds Tobacco rounded oiu the top five network advertisers.
Local: Three stations — KCBS San Francisco, WKNB Hartford and W'fCC Bridgeport, Conn. — report increased billings. KCBS states that total billings for the first nine months of 1960 were up 14.7 percent over the same period last year. This sales figvne, according to the station, also represents a 7.7 percent gain over the previous all-time high for the station recorded in 1954. WKNB reports that billings for the month of September were 30 percent higher than the same period in 1958. National spot billings for October exceeded $50,000 at the station for the first time in anv one month, according to WICC's general manager Ken Cooper.
Stations: 1 he niunber of am and fm stations on the air at the end of Septcmbei totaled 4,285, an increase of 31 (20 am and 11 fm) over the previous month.
Commercial AM Commercial FM
Stations on air 3,522 763
Under construction 96 217
Applications pending 102 66
Sets: With plant shut-downs for vacations and setting up production of new season models over, total radio production for August rose to 1,048,406, including 340.860 auto receivers, according to the Electronic Industries Association. Total radio production for the first eight months of the year came to 10,463,285, including 3,991,961 aiuo sets. This represents an increase of over one million units produced as compared to the same period in 1959. Radio sales, excluding car radios, ^\ere 794,608: eight month total was 5,246,329. Sales total for same period last year was 4,357,421. Number of fm sets produced in August was 71,125. The eight month cumulative total for fm set production was 573,367.
U. S. RADIO • November 1960