Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS & AGENCIES CONTINUED KATZ TABLE TOTES RADIO SPOT COSTS Estimator shows low cost of spot budgets in 150 radio markets Nearly everybody in the advertising business today must know that spot radio is an inexpensive buy, but just how much of a bargain is it? The Katz Agency, station representative, has come up with some dollars and cents statistics. As a result, agency buyers of radio time soon will have at their disposal a quick and simplified "table" showing estimated costs of spot announcements in 150 U. S. radio markets. At a glance then, timebuyers, thanks to this new tabulation (called "spot radio budget estimator" and prepared by Katz' research department), can estimate rapidly the spot radio budget for any group or cumulative grouping of 150 listed U. S. radio markets. Though designed by Katz as a service and not a sales pitch, the effect of the cost figures and markets as presented in the "estimator" is to point up what a lot of radio advertising — and in important markets — a very little money can buy. For an estimated $3,560.55 an advertiser's one-minute message can appear on one station in each of these 150 markets in the U. S. in the daytime period between 9 a.m. and 4 p.m. And this is estimated for the one-time or "open rate," the most expensive purchase. The advertiser following the usual practice of frequency placement can purchase a weekday schedule of 12 one-minute announcements per week for 13 weeks in these same markets in the "early morning KATZ' QUICK ESTIMATOR FOR SPOT Cost per announcement, based on weekday schedule of 12 one-minute announcements per week for 13 weeks EARLY ONE-TIME MORNING — . RATE* LATE DAY MARKETS! AFTERNOON = DAYTI M E 3 EVENING i TIME3 New York $100.75 $ 66.00 $ 66.00 $ 80.00 Chicago 78.00 55.00 55.00 75.00 Detroit 106.88 106.88 106.88 125.00 Los Angeles 60.00 60.00 60.00 75.00 Cincinnati 64.00 48.00 48.00 80.00 Pittsburgh 57.38 42.00 28.00 60.00 Boston 51.00 40.00 28.00 50.00 Minneapolis-St. Paul 59.00 59.00 53.00 85.00 St. Louis 63.75 63.75 53.13 85.00 Philadelphia 64.13 48.60 32.40 60.00 Total cost for first 10 markets. . $ 704.89 $ 589.23 $ 530.41 $ 775.00 EARLY ONE-TIME MORNING — RATE* LATE DAY MARK ETS 1 AFTERNOON DAYTIME3 EVENING* TIME3 Yankton, S. D 24.00 24.00 24.00 30.00 Shreveport, La 23.90 23.90 23.90 29.50 Rochester, N. Y 34.20 34.20 34.20 40.00 Portland, Ore 21.00 21.00 21.00 30.00 Houston, Tex 30.00 25.00 15.00 35.00 Richmond, Va 26.40 24.80 12.80 31.00 24.00 18.00 18.00 28.00 25.00 20.00 20.00 22.00 Salt Lake City, Utah 31.45 26.60 26.60 38.00 Syracuse, N. Y 16.20 16.20 16.20 20.00 Total cost for first 50 markets. $1,935.91 $1,673.85 $1,526.23 $2,238.00 Fort Worth 25.50 25.50 25.50 50.00 San Francisco 45.50 35.00 35.00 50.00 Nashville 43.00 40.00 71.00 50.00 Des Moines 46.00 34.00 17.00 50.00 Atlanta 45.58 37.50 37.50 50.00 Denver 32.30 32.30 32.30 40.00 Louisville 41.63 41.63 41.63 50.00 Dallas 34.40 21.60 21.60 36.00 Milwaukee 44.89 44.89 44.89 52.50 New Orleans 24.00 32.00 16.00 40.00 Total cost for first 20 markets. . $1,087.69 $ 933.65 $ 872.83 $1,243.50 Montgomery, Ala 11.00 11.00 11.00 15.00 9.00 9.00 9.00 18.00 Youngstown, Ohio 16.50 14.00 14.00 18.50 Knoxville. Tenn 20.63 16.25 16.25 24.00 Toledo, Ohio 19.88 16.00 16.00 20.00 Fargo, N. D 14.03 11.20 16.85 13.20 Columbus, Ohio 23.75 22.50 10.42 25.00 Dayton, Ohio 22.00 19.00 19.00 22.00 Norfolk, Va 16.28 14.96 9.00 17.00 Little Rock, Ark 14.30 12.00 6.00 16.00 Total cost for first 60 markets. . $2,103.28 $1,819.76 $1,653.75 $2,426.70 Cleveland 17.00 17.00 17.00 30.00 Kansas City 40.00 33.00 23.00 40.00 Buffalo 41.74 38.48 38.48 45.00 Charlotte, N. C 36.00 32.00 24.00 40.00 Baltimore 23.43 20.08 26.78 26.25 Hartford, Conn 47.03 47.03 47.03 55.00 Memphis, Tenn 21.60 21.60 21.60 24.00 Raleigh, N. C 35.25 25.29 25.29 35.00 Omaha, Neb 31.50 28.00 14.00 35.00 Washington 42.00 26.00 26.00 50.00 Total cost for first 30 markets. . $1,423.24 $1,222.13 $1,136.01 $1,623.75 Spokane, Wash 22.60 16.96 16.96 26.00 Sacramento, Calif 13.50 9.90 8.93 21.00 Amarillo, Tex 12.75 11.00 11.00 15.00 11.80 11.80 11.80 16.50 Miami, Fla 25.00 14.00 14.00 20.00 Bismarck, N. D 11.00 11.00 11.00 15.00 Jackson, Miss 7.50 7.50 7.50 10.00 Albuquerque, N. M 12.00 10.80 10.80 18.00 St. Joseph, Mo 10.83 10.83 10.83 15.00 Tampa, Fla 14.00 10.00 12.00 14.00 Total cost for first 70 markets. . $2,244.26 $1,933.55 $1,768.57 $2,597.20 Schenectady, N. Y 36.34 36.34 36.34 45.00 16.00 16.00 16.00 20.00 Oklahoma City 29.50 25.00 16.00 33.00 San Antonio, Tex 25.49 17.00 17.00 35.75 Seattle, Wash 22.25 19.50 16.50 30.00 Wheeling, W. Va 24.00 21.00 14.00 35.00 Fort Wayne, Ind 27.75 21.68 21.68 30.00 Indianapolis, Ind 25.00 20.00 14.00 23.00 Cedar Rapids, Iowa 25.75 23.50 15.00 32.00 Tulsa, Okla 24.44 18.00 12.00 27.00 Total cost for first 40 markets. . $1,679.76 $1,440.36 $1,314.53 $1,934.50 Columbia, S. C 12.75 10.50 6.75 14.00 Fresno, Calif 17.15 13.30 13.30 21.00 Wichita Falls, Tex 11.00 11.00 11.00 12.00 Charleston, W. Va 16.00 15.20 15.20 19.00 Duluth, Minn 12.00 11.25 11.25 15.00 13.60 13.60 13.60 16.00 Bridgeport, Conn 21.88 17.50 10.50 20.00 Akron, Ohio 12.50 10.00 12.00 15.00 11.75 10.00 7.50 15.00 8.78 8.78 8.78 12.00 Total cost for first 80 markets. . $2,381.67 $2,054.68 $1,878.45 $2,756.20 Page 30 • December 16, 1957 Broadcasting