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It's all in a day's work of buying and selling local radio and television time. And it's why
Nielsen Station Index gives you both Station-Total and Metro -Area facts
NSI Station -Total Audiences
( counting all the homes tuned in, regardless of their location )
For cost -per -thousand appraisals . . . multimarket campaigns... local radio or tv effort needing the full reach of the stations...
NSI Station-Total data are indispensable.
NSI MetroArea* Audiences
( reporting the intensive market area )
For matching radio or tv to brand needs... appraising brand impact against competition ...measuring "inner area" campaigns...
NSI Metro-Area data are indispensable.
Each is essential; neither is sufficient by itself. You need both Station -Total and MetroArea data for profitable time buying and selling. The Nielsen Station Index gives you both, in their full dimensions:
0 Homes reached cumulatively in a month
(and in a week, for the weekly radio strips)
[> Quarter hours received per home
(for weight of impact)
[> Per-broadcast audience facts
(for station time period comparisons)
Only the Nielsen Station Index regularly reports both Station-Total and MetroArea Audiences... in the full dimensions of radio and television.
*The accepted U.S. Census -defined Metropolitan Marketing Areas. Comparisons with other major marketing areas are available on request.
Nielsen Station Index °f ^ A.C. Nielsen Company
2101 Howard Street, Chicago 45, Illinois-HOllycourt 5-4400
. wire ... or write today for all the facts
Call .
Chicago 1, Illinois 360 N. Michigan Ave.-FRanklin 2-3810
New York 36, New York 500 Fifth Ave.-PEnnsylvania 6-2850
Menlo Park, California 70 Willow Rd.-DAvenport 5-0021
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Broadcasting
December 16, 1957 • Page 83