Broadcasting Telecasting (Oct-Dec 1957)

late afternoon" period for only $3,007.34 per announcement, estimated. On this same frequency basis, the estimated price per announcement for the "daytime" period would be $2,641.70 and for "evening" a still lower estimated cost, $2,428.61. With the Katz estimator, according to the firm's Dan Denenholz, vice president in charge of research-promotion, timebuyers can judge immediately just how far a radio campaign budget can travel. In its grouping of time periods, Katz set the "early morning-late afternoon" category to include 7-9 a.m. as early morning and 4-6 p.m. as late afternoon. But where the late afternoon rate differed from early morning, the resulting rate represents an averaged figure. The "daytime" category uses the rate in effect on stations for the most hours between 9 a.m. and 4 p.m. and in the evening, the hours between 6-11 p.m. The method used to rank markets for the estimator's purposes was to take the largest daytime weekly circulation available in each market based on Nielsen Coverage Service No. 2 as furnished in a special tabulation made for Katz by A. C. Nielsen Co. It is pointed out that since rates tabulated are those of the station with the largest daytime weekly circulation in each market, these rates tend to reflect in most cases the highest cost station. The one-time daytime rate given also is used as the base for an estimating formula, a feature of the radio spot estimator. This formula provides percentages which may be applied to the one-time rate base to provide estimates for cost per announcement for schedules of 24 announcements per week for 26, 39 and 52 weeks. Other than the one-time base rates, the figures reflect multi-spot, saturation and run-of-station plans and discounts where they are available, with this exception: where the plan or discount is offered on run-of-station, fixed but pre-emptible bases, the plan discount is not used in the early morning-late afternoon classification unless the plan's conditions can be applied clearly to it. The estimator ignores special weekend plans. RADIO CAMPAIGNS IN 150 MARKETS Cost per announcement, based on weekday schedule of 12 one-minute announcements per week for 13 weeks EARLY ONE-TIME MORNING— RATE* LATE DAY MARKETSi AFTERNOON 2 DAYTIME3 EVENING TIME3 Kalamazoo, Mich 14.90 14.90 14.90 17.50 Wilmington, Del 10.75 9.50 9.50 12.00 Shenandoah, Iowa 10.00 10.00 5.00 15.00 Pittsburg, Kan 7.80 7.50 7.50 10.20 Grand Rapids, Mich 12.00 9.40 6.00 14.00 Orlando, Fla 10.00 8.00 8.00 9.00 Evansville, Ind 10.00 10.00 10.00 14.00 Sioux Falls, S. D 6.50 6.50 6.50 15.00 South Bend, Ind 13.00 13.00 13.00 15.00 Blytheville, Ark 3.50 3.50 3.50 5.00 Total cost for first 90 markets. $2,480.12 $2,146.98 $1,962.35 $2,882.90 EARLY MORNINGLATE MARKETSi AFTERNOON Binghamton, N. Y 9.96 Bangor, Maine 7.50 Quincy, 111 10.70 Eau Claire, Wis 7.05 Weslaco, Tex 9.35 Utica, N. Y 13.25 Asheville, N. C 7.80 Billings, Mont 8.00 Waterloo, Iowa 8.00 Allentown, Pa 6.75 Total cost for first 130 markets. . $2,848.09 ONE-TIME RATE* DAYDAYTIME3 EVENING 1 TIME3 8.92 7.50 10.70 9.25 5.00 6.75 7.80 8.00 8.00 6.75 $2,497.47 8.92 7.50 10.70 4.85 5.00 6.75 7.80 11.00 8.00 6.75 $2,288.38 11.25 10.00 13.50 5.00 11.00 15.25 9.75 10.00 15.00 12.00 $3,355.55 Scranton, Pa 10.67 10.67 10.67 15.00 Spartanburg, S. C 11.80 10.60 10.60 12.50 Rock Island, 111 16.00 16.00 12.00 20.00 Portland, Me 8.40 8.40 8.40 12.00 Beaumont, Tex 8.25 8.25 6.60 15.00 Salina, Kan 6.05 6.05 6.05 7.20 Worcester, Mass 18.36 18.36 18.36 24.00 Roanoke, Va 10.50 10.50 10.50 13.00 San Diego, Calif 8.00 7.50 10.50 11.20 Madison, Wis 6.50 5.85 5.85 10.00 Total cost for first 100 markets. . $2,584.65 $2,249.16 $2,061.88 $3,022.80 New Haven, Conn 10.25 7.50 7.50 12.00 Saginaw, Mich 6.50 6.50 6.50 10.00 Augusta, Ga 7.20 7.20 7.20 10.00 Lubbock, Tex 7.05 6.10 6.10 8.00 Sioux City, Iowa 8.75 8.75 8.75 14.00 Mobile, Ala 7.00 7.00 11.25 10.00 Clarksburg, W. Va 5.75 5.75 5.75 7.50 Peoria, 111 12.50 13.00 9.75 17.50 New Ulm, Minn 5.00 5.00 6.50 Lexington, Neb 8.00 8.00 8.00 11.50 Total cost for first 140 markets. . $2,926.09 $2,572.27 $2,359.18 $3,462.55 Coffeyville, Kan 6.30 6.30 8.40 9.00 Lansing, Mich 7.65 7.65 7.65 9.00 Alexandria, La 8.00 7.00 7.00 9.00 Jacksonville, Fla 8.50 7.00 7.00 10.00 Macon, Ga 14.50 14.50 9.75 18.00 Harrisonburg, Va 7.65 5.00 5.00 8.00 Greenville, S. C 10.63 10.63 10.63 12.50 Middletown, Ohio 7.50 7.50 7.50 12.00 Huntington, W. Va 9.00 8.40 8.40 12.00 Charleston, S. C 6.85 4.42 4.42 8.00 Fairmont, W. Va 7.20 5.76 9.60 9.00 Boise, Idaho 10.20 4.96 4.96 9.00 Durham, N. C 6.00 6.00 6.00 10.00 Mason City, Iowa 10.70 10.70 10.70 13.50 Canton, Ohio 8.50 8.50 8.50 10.00 Lima, Ohio 9.00 9.00 9.00 12.00 Winston-Salem, N. C 8.50 8.50 8.50 10.00 Monroe, La 6.00 6.00 6.00 7.50 Baton Rouge, La 8.00 8.00 8.00 10.00 La Crosse, Wis 7.20 7.20 7.20 9.00 Total cost for first 1 10 markets $2,671.28 $2,332.75 $2,146.66 $3,132.30 Total cost for first 150 markets. . $3,007.34 $2,641.70 $2,428.61 $3,560.55 Grand Island, Neb 10.80 9.60 12.00 Savannah, Ga 8.13 8.13 8.13 12.00 Jamestown, N. D 8.00 8.00 5.60 10.00 Green Bay, Wis 7.92 7.92 7.92 11.00 Johnson City, Tenn 7.50 7.50 7.50 10.00 Chattanooga, Tenn 8.80 8.80 8.80 11.00 Lexington, Ky 6.00 6.00 6.00 8.50 Wilkes-Barre, Pa 9.00 9.00 9.00 10.00 Colby, Kan 10.80 9.60 12.00 Newport News, Va 11.50 11.50 11.50 14.00 Total cost for first 120 markets. . $2,759.73 $2,418.80 $2,211.11 $3,242.80 * This is the rate used as the base rate (100%) in the estimating formula. 1 Markets are ranked in order of the largest Daytime Weekly Circulation (NCS No. 2) available in each market. 2 Average of the rates between 7 a.m. and 9 a.m. and between 4 p.m. and 6 p.m. 3 Rate in effect for the most hours between 9 a.m. and 4 p.m. 4 Rate in effect for the most hours between 6 p.m. and 1 1 p.m. The "market ranking" in the Katz radio spot estimator is not intended to reflect market size in the conventional sense. Rather, it is based on the station with the largest daytime weekly circulation in each market, based on A. C. Nielsen Co. data. Broadcasting December 16, 1957 • Page 31