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'Teleltatui
i
March Video Business
(Report 108)
A TOTAL of 2,842 advertisers used television as a medium during the first week of March, a gain of 444 or 18.5% over the February total of 2,398, according to the March Rorabaugh Report on Television Advertising.
Network TV advertisers in March numbered 80 companies sponsoring 98 programs, up from 70 companies with 90 TV network shows in February. March TV spot advertisers totaled 527, compared with 438 in February, while the number of local video clients rose from 1,890 in February to 2,235 in March. Figures are based on reports from all four TV networks covering the entire month and from 93 of the 98 commercial stations on the air the first week in March.
New Third Dimension TV Technique Developed by RCA
THIRD dimension effect can be given television images created by the industrial TV system developed by RCA, according to techniques outlined in Boston a fortnight ago by Dr. V. K. Zworykin, vice president and consultant of RCA Labs.
Speaking before the Boston section of the Institute of Radio Engineers, Dr. Zworykin said that this extension of the system's usefulness would be valuable in specialized applications, and could be accomplished with a minimum of additional equipment.
Dr. Zworykin said the stereoscopic effect could be produced by
mounting two cameras side-by-side to view the object from slightly different angles, in the same way that the spacing of human eyes produces the effect of depth. The TV signals, corresponding to the two offset scenes, would then be transmitted to two kinescopes, either through the air or by suitable cables. The separate images would be combined and viewed through special filters to give the three dimensional effect, Dr. Zworykin explained. Development of the industrial television system was first disclosed by RCA research scientists and engineers on March 7 at the IRE convention in New York.
Federal Reserve Surveys Set Buying Plans
"CONSIDERABLY MORE" than twice as many consumers intend buying television sets this year than planned such purchases last year, according to preliminary findings of a survey sponsored by the board of governors of the Federal Reserve System.
Tabulations were computed from about 3,000 interviews made during January and February in 66 sampling areas throughout the country. They were compiled by the U. of Michigan's Survey Research Center. An additional 500 interviews will be available in June, the governors said.
Consumers were queried on their own financial positions and economic conditions in general at the
Gross TV Time Sales on ABC, January and
CBS and NBC Video Networks in February 1950.
Agriculture & Farming
Apparel, Footwear & Access.
Automotive, Automotive Access. & Equip.
Aviation, Aviation Access. & Equip.
Beer, Wine & Liquor
Bldg. Materials, Access. & Supplies
Confectionary & Soft Drinks
Consumer Service
Drugs & Remedies
Entertainment & Amusements
Food & Food Products
Gas, Oil & Other Lubricants
Household Equip. & Supplies
Household Furnishings
Industrial Materials
Insurance
Jewelry, Optical Goods & Cameras
Office Equip., Stationery & Writing Supplies
Publishing & Media
Radios, TV Sets, Phonographs, Musical
Instruments & Access. Retail Stores & Shops Smoking Materials Soaps, Polishes & Cleansers Sporting Goods & Toys Toiletries & Toilet Goods Transportation, Travel & Resorts Miscellaneous
Totals
* Source: Publishers Information Bureau. **DuMont Television Network did not report totals.
Jan.
Feb.
To to
20,570 307,663
23,090 273,146
43,e. 580,!
116,179
110,074
226,^
29 355 13,500 16,920
25,188 13,500 16,920
H
244 635 90,950 1 A\ .405 117,129
223 455 72,820 122 9">0 121,958
473,( j 163,;" 264,: 239,1
2,696 29 3=5 16,040
25 1*8 16,930
i\
54,! J 32,']
223,551 1,631 360,638 25,185
197,673
323,576 21,720
421,
1/1 684, • 46,,
145,173
148,138
m
17,419
14,151
31, 1
1,890,639
1,730,259
3,620, I
its time sales, which are not included in th
beginning of 1950. Especially notable is the fact that, while over twice as many consumers have TV-buying plans this year, personal income expectations for 1950 remained almost static.
By contrast, house-buying plans were only slightly larger, while automobiles and selected durable ^oods (furniture, refrigerators and other appliances) remained about the same in point of intended buying.
There also was sharp divergence between consumer expectations for
prices in general and for prices . durable goods. Although only third of the spending units JooHfor a price decline, more than h| thought reductions would take pk, TV and other hard goci
m the lines.
ART AWARDS
Cite Agency TV Commercic
Weekly Television Summary —
April 24, 1950 Telecasting Survey
City
Albuquerque
Ames
Atlanta
Baltimore
Binghamton
Birmingham
Bloomington
Boston
Buffalo
Charlotte
Chicago
Cincinnati
Cleveland
Columbus
Dallas,
Ft. Worth Davenport
Quad Cities Dayton Detroit Erie
Ft. WorthDallas
Grand Rapids
Greensboro
Houston
HuntingtonCharleston
Indianapolis
Jacksonville
Johnstown
KalamazooBattle Creek
Kansas City
Lancaster*
Lansing
* Lancaster
Outlets On Air KOB-TV WOI-TV
WAGA-TV, WSB-TV WAAM, WBAL-TV, WMAR-TV WN8F-TV
WAFM-TV, WBRC-TV WTTV
WBZTV, WN AC-TV WBEN-TV WBTV
WBKB, WENR-TV, WGN-TV, WNBQ WCPO-TV. WKRC-TV, WLWT WEWS, WNBK, WXEL WBNS-TV, WLWC, WTVN
KBTV, KRLD-TV, WBAP-TV WOC-TV
Includes Davenport, Moline, Rock Island, East Moline WHIO-TV, WLWD WJBK-TV, WWJ-TV, WXYZ-TV WICU
WBAP-TV, WLAV-TV WFMY-TV KLEE-TV
WSAZ-TV WFBM-TV WMBR-TV WJAC-TV
KBTV, KRLD-TV
WDAF-TV WGAL-TV
and contiguous areas.
Number Sets
City
Outlets On Air
Number Sets
2,828
Los Angeles
KLAC-TV, KNBH, KTLA, KTSL, KFI-TV
8,860
KTTV, KECA-TV
496,453
32,350
Louisville
WAVE-TV, WHAS-TV
25,901
158,089
Memphis
WMCT
29,775
11,220
Miami
WTVJ
22,000
12,100
Milwaukee
WTMJ-TV
101,016
5,750
Minn. -St. Paul
KSTP-TV, WTCN-TV
81,600
339,234
Nashville
100
84,849
New Haven
WNHC-TV
72,700
13,169
New Orleans
WDSU-TV
19,897
418,366
New York
WABD, WCBS-TV, WJZ-TV,
WNBT
106,900
WOR-TV, WPIX
1,145,000
200,269
Newark
WATV
Incl. in
N. Y. Estimate
63,800
Norfolk
WTAR-TV
10,008
Oklahoma City WKY-TV
24,755
49,125
Omaha
WOW-TV, KMTV
22,122
9,375
Philadelphia
WCAU-TV, WFIL-TV, WPTZ
435,000
East Moline
Phoenix
KPHO-TV
6,500
48,100
Pittsburgh
WDTV
91,000
216,000
Portland, Ore.
887
33,459
Providence
WJAR-TV
49,140
Richmond
WTVR
26,213
49.125
Rochester
WHAM-TV
35,436
23,200
Salt Lake City
KDYL-TV, KSL-TV
14,200
10,400
San Antonio
KEYL, WOAI-TV
14,272
18,500
San Diego
KFMB-TV
35,600
San Francisco
KGO-TV, KPIX, KRON-TV
49,242
7,200
Schenectady
WRGB
70,000
36.500
Seattle
KING-TV
26,700
9,000
St. Louis
KSD-TV
115,000
18,822
Syracuse
WHEN. WSYR-TV
38,913
Toledo
WSPD-TV
39,000
10.986
Tulsa
KOTV
20,800
32.347
Utica-Rome
WKTV
11,500
40.720
Washington
WMAL-TV, WNBW, WOIC,
WTTG
118,250
12,000
Wilmington
WDEL-TV
32,669
Total Markets on Air 60
Stations on Air 103
Sets in
Use 5,315,167
THE Art Directors Club of N York on April 18 presented for 1 first time three special dist guished awards for television co mercials to agency art directi at a luncheon at the Waldo Astoria Hotel in New York.
Ray Mauer, art director, CanX bell-Ewald, New York, received; ! certificate for the "Mr. Guber" 'iTr commercial for the Chevrolet De, ers Assn. J ohn Cook, art direc with J. Walter Thompson Co., N York, was awarded a certific for the P. Ballantine & Sons ' commercials. Richard Lundy, director with Geyer, Newell 1 Ganger, was presented a certific for the Kelvinator Corp. video cc mercials.
:::
Editor's Note: Sources of : ->t estimates are based on data available from dealers, distributors, TV Circulation committees, electric companies and manufacturers. Since many are compiled monthly, some may remain unchanged in successive summaries. Total sets in all areas is necessarily approximate.
Hope Hooper 49.4
THE SPECIAL Bob Hope television show sponsored by Frigidaire on NBC-TV East er Sunday got a Hooperating of 49.4 in a special Hooper survey of four cities, the network announced last week Mr. Hope's rating in New York, Chicago, Cleveland and Washington was second only to the marks set by the Texaco Star Theatre, according to NBC.
Page 12 • TELECASTING
April 24, 1950
BROADCASTING • Page