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5/13/38
82^ OF U.S. FAMILIES OWN RADIO, SURVEY SHOWS
The number of families in the United States owning radio sets as of January 1, 1938, is estimated at 26,666,500, or 82 percent of the families of the nation, according to tabulations of the Joint Committee on Radio Research released this week.
This is an increase of 17 percent over the 1936 estimate of the Committee, which was organized jointly by advertisers, advertising agencies, and broadcasters. Its first report was made in 1936,
The 1938 count ”does not represent the total number of radio sets in use", the report states, "there being many more than one radio in many homes, and sets in automobiles, and in stores, restaurants, institutions, etc. The figure 26,666,500 represents the number of homes having at least one radio, "
"Families with radio sets out of order for more than six months are not defined as radio families and therefore are not included in the figure presented. Sets temporarily out of order (less than six months) amount to approximately 4^ and are included in the figure of 26,666,500."
The Committee in making its estimate utilized new radio ownership information, collected by two surveys during 1937. One of these was the rural survey conducted by the Committee in the Fall of 1937 and financed by the Columbia Broadcasting System and the National Broadcasting Company,
The other, an urban survey made for the Columbia Broadcasting System by Daniel Starch, was made available to the Committee.
"These data were in sufficient detail to permit of directly estimating state and county figures", the report stated, "without resorting to multiple correlation. Although this represents an improvement in method of estimating, the Joint Committee emphasizes that the figures of radio families published herewith are estimates with which there are no actual figures to compare. They constitute approximations at best and should not be looked upon as being exact measurements.
"In analyzing these data, the Committee has had the cooperation of various individuals and organizations who have conducted research in the number and distribution of families owning radios, particularly Dr. George Gallup and the Institute of Public Opinion, Fortune Magazine’s Quarterly Survey, Dr, 0.
H. Caldwell of the publication Radio Today , the publication Ra^lo Retailing. Several individual city surveys covering radio ownership were also available. "
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