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HAS RADIO SOLD GOODS IN 1932?
The above is the title of an elaborate survey in book
form (all wrapped in cellophane) presented by the Columbia Broad¬ casting System. The answer to the question, "Has Radio Sold Goods in 1932?" is an emphatic "Ye si "
This is based on an inquiry (his second) conducted by Robert F. Elder, of the Massachusetts Institute of Technology.
A 35$ increase for all radio-advertised products in radio homes, compared with non-radio homes, is reported. The percentage of increase in use of radio advertised brands in radio homes for a few of the commodities advertised is: Cigarettes, 19.7$; Toilet soaps, 8.3 $; Toothpaste, 45 $; Flours, 14.8$, Shaving creams, 78.4$; Collars, 64$; and Cigars, 56.9$.
The decrease in use of non-radio advertised brands in radio homes (compared with non-radio homes) is: Cigarettes, 40.6$ loss; Toothpastes, 16.5$; Toilet soaps, 12.9$; Scouring powders, 16.1$; Flours, 34.7$; Shortening, 21.5$; Shaving creams, 10.6$; Collars, 16.7$; Cigars, 22.0$. loss.
The "Table of Contents" of "Has Radio Sold Goods in 1932?" follows:
Method and Procedure Pages 6-14; Results: General Summary 16-17; Results: by Categories 18-20; Results: by Individual brands 21-36; Results (by Listening Time) 37-39; Comparisons with 1931 Study 40; Conclusions 41; forking Formula 42-43; Addenda Page 44 ,
In addition, there is a booklet "A Second Measurement of Radio Advertising Effectiveness", the original report made by Professor Elder to the Columbia Broadcasting System,
His conclusions, in his own words, are: 1. Radioadvertised brands are used to a greater extent in homes with radio sets than in other homes; 2. The greatest gains in use of radio-advertised brands occur in the homes using their sets for longer periods of time; 3, Brands not advertised by ra.dio are used to a smaller extent in homes with radio sets than in other homes; 4. Radio advertising has a definite, measurable value in influencing people to buy merchandise.
Columbia adds: "The more they listen the more they buy.1 Preference for radio advertised brands increases still further as listening time increases in radio homes. Radio advertising is both attack and defense.' All non-radio-adver¬ tised brands, left undefended on the air, show sizable corres¬ ponding losses in radio homes. The radio market (17,000,000
homes, over 50$ of U.S. total) pays rich rewards, in consumer purchases, direct to the sponsors of its programs,
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