Broadcasting Telecasting (Jan - Mar 1951)
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It's like a four-ring circus — having the best shows from all four TV networks — and even more fun for 480,000 viewers.
No wonder Toledoans are climbing aboard at a lively clip. Sets sales now stand at . . .
And — as an added attraction, remember WSPD-TV bonus coverage in Northwestern Ohio and Southern Michigan.
There's still a spot for you. Why not climb on, too? Katz has the story. Get it today.
telestatus
Daytime Ads Come Into Own in '50
(Report 153)
DAYTIME advertising by television came into its own in 1950. Almost a novelty in most markets, in 1949, when the general belief was that women were too busy with household chores to spend much time watching television programs during the daytime hours, daytime TV advertising rose with skyrocket speed during 1950, far outstripping the overall rise in the use of TV by advertisers, although that increase was in itself spectacular.
Analyzing the records of TV station business in the Rorabaugh Reports on Television Advertising for January and December 1 9 5 0, Broadcasting • Telecasting found that while the number of spot advertisers using the medium at any time rose from 399 in the measured week in January to 880 during the sample week in December, daytime users of spot TV increased from 128 during the January week to 589 during the week in December.
Daytime spot TV advertisers in January 1950 accounted for 32.1% of all spot advertisers on TV. In December, daytime advertisers comprised 66.9 Vr of the total number of TV spot accounts. While all TV spot advertisers increased numerically by 120.6% from the first month of 1950 to the last month of the year, daytime spot clients increased 360.6% from January to December.
Network TV's daytime growth during 1950 kept pace with that of spot. Ten of the 72 TV network clients in January, or 13.9%, used daytime periods or participations. By December the total number of TV network advertisers had risen to 165, of which 39 or 23.6%, sponsored or participated in the sponsorship of daytime network programs. While the total number of advertisers on the video networks increased by 129.2% from January to December the number of users of network daytime went up 290%.
Analyzed by time consumed for daytime TV commercials, spot advertisers in the sample week of January 1950 used three hours and 42 minutes of TV time for announcements, three hours and 53 minutes for participations and 42 hours for programs, for a total of 49 hours and 32 minutes. The December sample week showed, for spot daytime TV, 36 hours and 47 minutes of announcement time, a gain of 894.1% and 27 hours and two minutes of participation time, a gain of 596.1%. The December Rorabaugh Report does not show the actual time used for each program as it did in January so no direct comparison is possible here.
However, the average time consumed by daytime spot TV programs in January was 45 minutes. If the same average was applied to December, the total weekly pro
gram time for spot daytime pre grams would be 231 hours, a gain a 450% over January. Even if th December program is assigned th more conservative length of 1 minutes — and that certainly is a modest an estimate as anyon could ask — the daytime spot pro gram time for the week would ag gregate 77 hours, a gain of 83.3 '~> over the January count.
Network daytime TV sponsore. hours rose 597.6% from Januar; (four hours and 14 minutes in th sample week) to December (2 hours and 32 minutes). Daytim ; devoted to network commercia programs increased from f ou hours to 29 hours and 15 minutes, gain of 631.3%. Sponsored partici pations in daytime network shows estimated at one minute each, too] up 14 minutes a week in Januar and 17 minutes a week in Decern ber, a gain of 21.4%.
Breakdown of network commer cial daytime periods by the fou major TV networks shows:
Jan.
'50
Dec. '50
Number
Number
of Adver
of Adver
tisers
Hours
tisers Hour
ABC
12 10 1
CBS
8 M
(5
14P)
(12 17P
DuM
1
2>/2
1 2V
NBC
4
IV2
16 11
Total
5
4
27 291;
(5
14P)
( 12 17P
10 4'
14"
39 29' 32
( Continued on
page 62)
Weekly Television Summary — march s> i95i> telecasting survey
City
Albuquerque
Ames
Atlanta
Baltimore
Binghamton
Birmingham
Bloomington
Boston
Buffalo
Charlotte
Chicago
Cincinnati
Cleveland
Columbus
Dallas,
Ft. Worth Davenport
Outlets On Air
KOB-TV
WOI-TV
WAGA-TV, WSB-TV
WAAM, WBAL-TV, WMAR-TV
WNBF-TV
WAFM-TV, WBRC-TV WTTV
WBZ -TV, WNAC-TV
WBEN-TV
WBTV
WBKB, WENS-TV, WGN-TV, WNBQ WCPO-TV, WKRC-TV, WLWT WEWS, WNBK, WXEL WBNS-TV, WLWC, WTVN
KRLD-TV, WFAA-TV, WBAP-TV WOC-TV
Quad Cities Include Davenport, Moline, Rock Ise Dayton WHIO-TV, WLWD
Detroit WJBK-TV, WWJ-TV, WXYZ-TV
Erie
Ft. Wor'hDallas
Grand Rapids
!<claTPa?oo
Greensboro
Houston
HuntingtonCharleston
Indianapolis
Jacksonville
Johnstown
KalamazooGrand Rapids WKZO-TV
Kansas City WDAF-TV
Lancaster WGAL-TV
Lansing WJIM-TV
Los Angeles KECA-TV, KFI-TV, KLAC-TV KTLA, KTSL, KTTV Total Markets on Air 63
WICU
WBAP-TV, KRLD-TV, WFAA-TV
W LAV-TV WFW1Y-TV KPRC-TV
WSAV-TV WFBM-TV WMBR-TV WJAC-TV
Sets in Area City
7,400 Louisville 42,006 Memphis 91,500 Miami 273,353 Milwaukee 32,700 Minn.-St. Paul 36,000 Nashville 13,800 New Haven 674,373 New Orleans 181,957 New York
61,312 815,471 Newark 250,000 Norfolk 422,503 Oklahoma City 132,000 Omaha
Philadelphia 105,319 Phoenix 44,668 Pittsburgh Moline Providence 170,000 Richmond 419,449 Rochester 46,280 R°ck Island
Quad Cities 105,319 Salt Lake City
San Antonio 110,543 San Diego_ 49,812 San Francisco 65^238 Schenectady
Albany-Troy 35,250 Seattle 132,000 S; Louis 27,000 Syracuse 68,125 Toledo Tulsa 120,269 Utica-Rome 100,600 Washington 80,553 Wilmington 46,000
Outlets On Air WAVE-TV, WHAS-TV WMCT WTVJ WTMJ-TV
KSTP-TV, WTCN-TV WSM-TV WNHC-TV WDSU-TV
WABD, WCBS-TV, WJZ-TV, WNBT WOR-TV, WPIX WATV WTAR-TV WKY-TV
KMTV, WOW-TV WCAU-TV, WFIL-TV, WPTZ KPHO-TV WDTV WJAR-TV WTVR WHAM-TV WHBF-TV
Include Davenport, Moline, Rock Ise., E. Moline KDYL-TV, KSL-TV KEYL, WOAI-TV KFMB-TV
KGO-TV, KPIX, KRON-TV WRGB
Sets in Arei 78,55: 75,1 1: 55,001 212,881 238,201 23,041 136,501 49,46.
2,150,001
56,78! 73,371 66,96 789,001 30,15: 212,001 105,35; 62,86) 73,37! 44,66!
37,501 40,98! 83,50( 159,17! 139,6(1
KNBH,
877,421 Stations on Air 107
Editor's Note: Totals for each market represent estimated sets within televiewing area, partially duplicated. Sources of set estimates are based on data from dealers, distri and manufacturers. Since many are compiled monthly, some may remain unchanged
necessarily approximate.
KING-TV 68,201
KSD-TV 254,001
WHEN, WSYR-TV 101,40!
WSPD-TV 120.001
KOTV 67,75!
WKTV 36,001
WMAL-TV, WNBW, WTOP-TV, WTTG 219,761
WDEL-TV 57,751
Estimated Sets in Use 11,055,000 Where coverage areas overlap set counts may b< butors, TV Circulation committees, electric companie: successive summaries. Total sets in all areas li
WSPD
TOLEDO, OHIO
FORT INDUSTRY STATION
5000 WATTS • NBC
Represented by THE KATZ AGENCY, INC.
WSPD-TV
CHANNEL 13
Nat. Sales Hq-488 Madison Avenue, New York 22, ELdorado 5-2455
Page 60 • March 5, 1951
Telecasting • BROADCASTING