NAB reports (Mar-Dec 1933)

TABLE IV NON-NETWORK BROADCAST ADVERTISING BY GEOGRAPHICAL DISTRICTS 1933 Gross Receipts Cumulative Geographical District September October July-October New England-Middle Atlantic Area ... $462,448.00 $599,277.00 $2,061,382.00 South Atlantic-South Central Area . 288,802.00 354,559.00 1,183,768.00 North Central Area . 676,341.00 1,018,643.00 3,047,628.00 Pacific and Mountain Area . 404,660.00 499,127.00 1,857,482.00 Total . $1,832,251.00 $2,471,606.00 $8,150,260.00 The outstanding trend in this instance is the marked rise of non-network advertising over Middle Western stations. Adver¬ tising in the Southern district continues the steady growth which it has experienced in recent months. Both the New England and Middle Atlantic districts and Pacific-Mountain region have re¬ gained the losses experienced in August and September, and have slightly exceeded July advertising volume. Spot and Local Advertising A comparison of the volume of national spot and local broad¬ cast advertising going to make up the non-network revenues of individual stations is found in Table V: TABLE V COMPARISON OF NATIONAL SPOT AND LOCAL BROADCAST ADVERTISING 1933 Gross Receipts Cumulative Class oj Business September October July-October National spot . $654,014.00 $1,066,413.00 $3,115,318.00 Local . 1,178,237.00 1,405,193.00 5,034,942.00 Total . $1,832,251.00 $2,471,606.00 $8,150,260.00 There was a marked increase in national spot advertising during October. Spot volume was 63.0% higher than September and 44.0% higher than in July. Local advertising showed a 19.0% increase over the previous month and was 3.5% higher than in July. Advertising of this type, however, seems to show somewhat less seasonal fluctuation than in the case of national spot business. Advertising By Type of Rendition The trends with regard to the electrical transcription business and other types of broadcasting rendition are found in Tables VI and VII: TABLE VI NON-NETWORK BROADCAST ADVERTISING BY TYPE OF RENDITION 1933 Gross Receipts Cumulative Type of Rendition September October July-October Elec, transcriptions $303,605.00 $563,753.00 $1,452,855.00 Live talent programs 916,041.00 1,094,678.00 3,762,906.00 Records . 51,906.00 53,398.00 23 6,885.00 Spot announcements 560,699.00 759,777.00 2,697,614.00 Total . $1,832,251.00 $2,471,606.00 $8,150,260.00 TABLE VII COMPARISON OF LOCAL AND NATIONAL SPOT ADVERTISING BY TYPE OF RENDITION 1933 Gross Receipts Cumulative . Type of Rendition National Spot Local July-October Elec, transcriptions $442,200.00 $121,553.00 $563,753.00 Live talent programs 350,455.00 744,223.00 1,094,678.00 Records . ... 8,943.00 44,455.00 53,398 00 Spot announcements 264,815.00 494,962.00 759,777.00 Total . $1,066,413.00 $1,405,193.00 $2,471,606.00 Electrical transcription volume in October showed a gain of 85.0% over the previous month. This was due entirely to na¬ tional spot business which increased 98.0% ; local electrical tran¬ scription volume having declined slightly. Live talent volume increased 16.3% over the previous month, while no change occurred with regard to the broadcasting of records and commercial programs. Spot announcement business increased 35.0% in October. This was due principally to national spot business which was more than double its September volume. Local spot announcement business increased but 16.0% as against the previous month. Participations which are found in Table VIII continued to de¬ cline in volume. This is probably a healthy sign since the most reasonable explanation of this trend would be that the average sponsor is becoming desirous of presenting his own individual program. TABLE VIII PARTICIPATIONS OVER INDIVIDUAL STATIONS Type of Rendition Elec, transcriptions Live talent . Records . September $144.00 62,067.00 15,623.00 1933 Gross Receipts October $ . 48,300.00 10,802.00 Cumulative July-October $395.00 238,685.00 62,929.00 Total $77,834.00 $59,102.00 $302,009.00 Radio Advertising Sponsors The volume of broadcast advertising in October sponsored by various industrial groups is found in Table IX, while an analysis of national spot and local broadcast advertising over individual stations is presented in Table X. The following trends are to be noticed with regard to the sponsorship of radio advertising by various industrial groups dur¬ ing the month of October: la. Amusements — There has been a 10% increase during the month in advertising of this type, although the total volume still remains materially below that of August. Amusement advertising is almost entirely local in origin. 1. Automobiles — Automobile advertising experienced a 27% in¬ crease over September volume and was almost double that of July. National network advertising in this field increased 19% over the previous month and stood at approximately two and one-third times July volume. Individual station business from this source increased 42% over September and stood approximately even to July revenues. This increase was entirely in the local field. 2. Accessories, gasoline and oil — General revenue from this source increased 35% as compared with September and was approximately 10% higher than in July. National network advertising in this field continued its growth of recent months. National spot business showed an increase of 140% over September, while there was little change in local advertising volume. 3. Clothing — There has been a marked increase in clothing ad¬ vertising during the past month. Network advertising in this field practically doubled as compared with September and was more than five times July volume. National spot business also more than doubled, while local clothing advertising showed a con¬ siderable rise in volume. 4. Drugs and pharmaceuticals — Advertising in this field more than doubled September volume after having remained compara¬ tively static during the preceding three months. Principal increases were in national network and spot advertising, the volume of local advertising in this field having risen but slightly. 5. Toilet goods — Toilet goods advertising continued its steady upward trend of recent months and in October stood at $725,230 as compared with $439,299 in July. National network adver¬ tising has accounted for the principal gains in this field. 6. Foodstuffs — The food industry still continues to be the largest single user of radio advertising. October revenues in this field were 60% over those of the previous month, network advertising having risen 67%, spot advertising approximately 80% and local advertising 30%. 7. Beverages — Although the total increase in this field has been slight, national advertising volume has risen 50% as compared with September. Individual station volume has held even, the ■ Page 252 •