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TABLE VI
COMPARISON LOCAL AND NATIONAL SPOT ADVERTISING BY TYPE OF RENDITION (September, 1933)
Gross Receipts for Month
Type of Rendition National Spot Local Total
Elec, transcriptions. . $223,485.00 $80,120.00 $303,605.00
Live talent programs 295,023.00 621,018.00 916,041.00
Records . 2,604.00 49,302.00 51,906.00
Spot announcements. 132,902.00 427,797.00 560,699.00
Total . $654,014.00 $1,178,237.00 $1,832,251.00
Electrical transcription business increased 15. 6% over August. There was a slightly greater increase in local transcription volume than in national spot volume, the latter having increased but 11.6% over the previous month. General live talent business increased 10.6%, while national spot live talent volume rose 16.3%. There has been a marked decline in spot announcement volume which may indicate a resumption of advertising effort on the part of the users of radio broadcasting and a willingness of companies to sponsor more ambitious programs. There has been no appreciable change in the record situation since the marked decline which occurred in August.
Local advertising has still to show a fall upswing, a situation which is probably partly due to seasonal lag plus the uncertainty which exists in retail trade at this time. Participations, which are found in Table VII, declined approximately 9% during September.
TABLE VII
PARTICIPATION OVER INDIVIDUAL STATIONS
1933
Gross Receipts
Cumulative
Type of Rendition August September July-Sept.
Elec, transcriptions. . $141.00 $144.00 $395.00
Live talent . 67,708.00 62,067.00 190,385.00
Records . 16,284.00 15,623.00 52,127.00
Total . $85,133.00 $77,834.00 $242,907.00
Radio Advertising Sponsors
The volume of broadcast advertising in August sponsored by various industrial groups is found in Table VIII, while an analysis of spot and local broadcast advertising over individual stations is presented in Table IX.
TABLE VIII
RADIO BROADCAST ADVERTISING VOLUME BY TYPE OF SPONSORING BUSINESS
(September, 1933)
Type of Sponsoring Business
la. Amusements .
1-2. Automobiles and accessories:
(1) Automobiles .
(2) Accessories, gas and oils .
3. Clothing and apparel .
4-5. Drugs and toilet goods:
(4) Drugs and pharmaceuticals .
(5) Toilet goods .
6-8. Food products:
(6) Foodstuffs .
(7) Beverages .
(8) Confections .
Household goods:
(9) Household equipment and furniture.
(10) Soap and kitchen supplies .
11. Insurance and financial .
12. Radios .
13. Retail establishments .
14. Tobacco products .
15. Miscellaneous .
Total .
9-10
National
Networks
182,455.00
262,257.00
24,429.00
155,836.00
356,038.00
431,598.00
244,833.00
42,083.00
94,325.00
95,432.00
59,679.00
113,277.00
40,567.00
$2,102,809.00
Gross Receipts for Month Regional Individual
Networks
1,100.00
2,220.00
900.00
1,800.00
3,541.00
972.00
200.00
550.00
918.00
2,080.00
$14,281.00
Stations
$62,156.00
96,463.00
111,340.00
134,702.00
159,876.00
131,576.00
264,835.00
62,832.00
28,263.00
110,478.00
59,597.00
41,556.00
12,296.00
117,797.00
1,898.00
436,586.00
$1,832,251.00
Total
$62,156.00
280,018.00
375,817.00
160,031.00
315,712.00
489,414.00
699,974.00
308,637.00
70,546.00
110,478.00
153,922.00
137,538.00
71,975.00
118,715.00
115,175.00
479,233.00
$3,949,341.00
TABLE IX
NON-NETWORK BROADCAST ADVERTISING BY TYPE OF SPONSORING BUSINESS
(September, 1933)
Type of Sponsoring Program
la. Amusements .
1-2. Automobiles and accessories:
(1) Automobiles .
(2) Accessories, gasoline and oil .
3. Clothing and apparel .
4-5. Drugs and toilet goods:
(4) Drugs and pharmaceuticals .
(5) Toilet goods .
6-8. Food products:
(6) Foodstuffs .
(7) Beverages .
(8) Confectionery .
9-10. Household goods:
(9) Household equipment and furniture.
(10) Soap and kitchen supplies .
11. Insurance and financial .
12. Radios .
13. Retail establishments .
14. Tobacco products .
15. Miscellaneous .
National Spot $4,671.00
41,696.00
59,369.00
18,190.00
86,247.00
107,453.00
102,464.00
23,630.00
21,060.00
25,371.00
44,259.00
4,579.00
3,239.00
13,107.00
118.00
98,561.00
Gross Receipts for Month
Local $57,485.00
54,767.00
51,971.00
116,512.00
73,629.00
24,123.00
162,371.00
•39,202.00
7,203.00
85,107.00
15,338.00
36,977.00
9,057.00
104,690.00
1,780.00
338,025.00
Total
$62,156.00
96,463.00
111,340.00
134,702.00
159,876.00
131,576.00
264,835.00
62,832.00
28,263.00
110,478.00
59,597.00
41,556.00
12,296.00
117,797.00
1,898.00
436,586.00
$654,014.00
$1,178,237.00
$1,832,251.00
Total
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