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airwaves
Radio's Barometer
Spot: National radio billings will double in the next three years, according to Carl Schuele, president of Broadcast Time Sales. Mr. Schuele made his prediction in an address before the members of the San Francisco Media Directors Club. He based his prediction on a number of factors including the rising number of radio sets produced and sold (see Sets below) .
156,394,000 Sets in Use
15,000,000 Fm Sets in Use (NAB Research)
40,387,000 Car Radios (RAB est.)
Network: Standard Brands, Inc., was the leading network advertiser in terms of total home broadcasts delivered, according to A. C. Nielsen Co.'s monthly index for the period ending December 4. There were 249 broadcasts used for a total of 129,428,000 home broadcasts delivered. Sylvania Electric Products held second position with 109,984,000 total home broadcasts delivered. Rounding out the top five places were Vick Chemical Co., Pharmaco Inc. and Liggett 8c Myers Tobacco. In terms of total commercial minutes delivered, the Nielsen study shows that Sylvania Electric held the number one position with 87,248,000. Standard Brands was second with 79,044,000. Vick Chemical, Liggett & Myers and Pharmaco ranked third, fourth and fifth in this category.
1,521,734 Sets Made ( December — EIA)
3,547 Am Stations
Local: WKNB Hartford, Conn., reports an increase of over 26 percent in gross billings for the year of 1960 as compared to the previous year. William Schnaudt, general sales manager, states that he expects the sales volume in 1961 to surpass last year's total. He bases this prediction on orders already received at the station.
821 Fm Stations
Stations: The number of am and fm stations on the air at the end of
December totaled 4,368, an increase of 29 (9 am and 20 fm) over the previous month.
Commercial AM Commercial FM Stations on the air 3,547 821
Applications pending 612 197
Under construction 120 72
Sets: Total radio production in December was 1,521,734, including 520,907 auto receivers, according to the Electronic Industries Association. Total production for the year was 17,126,518, including 6,432,212 auto sets. The 1960 production totals show an increase of over 1.5 million units as compared to year of 1959. According to the EIA, the 12 month figures were the highest since 1947. Total radio sales, excluding car radios, was 2,378,853, a monthly record for the year. The 12-month total was 10,705,128, representing the best year for unit sales since 1948. EIA figures for the production of fm sets in December were 52,437. Fm production for the year of 1960 was 904,766. This compares to the 1959 total of 540,522.
U. S. RADIO • February 1961
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