NAB reports (Mar-Dec 1933)
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TABLE IX
RADIO BROADCAST ADVERTISING VOLUME BY TYPE OF SPONSORING BUSINESS
(October,
Type of Sponsoring Business
la. Amusements .
1-2. Automobiles and accessories:
(1) Automobiles .
(2) Accessories, gas and oils .
3. Clothing and apparrel .
4-5. Drugs and toilet goods:
(4) Drugs and pharmaceuticals .
(5) Toilet goods .
6-8. Food products:
(6) Foodstuffs .
(7) Beverages .
(8) Confections .
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 .
Total .
1933)
Gross Receipts for Month
National
Regional
Individual
Networks
Networks
Stations
Total
? —
$
$69,117.00
$69,117.00
217,933.00
1,595.00
137,748.00
357,276.00
297,543.00
4,697.00
206,461.00
508,701.00
46,308.00
1,125.00
199,980.00
247,413.00
357,048.00
3,400.00
288,058.00
648,506.00
574,471.00
2,600.00
148,159.00
725,230.00
723,580.00
3,590.00
399,800.00
1,126,970.00
381,700.00
1,348.00
62,530.00
445,578.00
129,506.00
250.00
51,259.00
181,015.00
11,496.00
_
140,236.00
151,732.00
92,247.00
—
64,676.00
156,923.00
161,739.00
93,704.00
687.00
67,348.00
57,812.00
—
9,150.00
66,962.00
—
111,108.00
5,946.00
111,108.00
133,697.00
—
139,643.00
127,108.00
6,799.00
510,030.00
643,937.00
$3,244,153.00
$26,091.00
$2,471,606.00
$5,741,850.00
TABLE X
NON-NETWORK ADVERTISING BY TYPE OF SPONSORING BUSINESS
(October, 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-S. 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 .
Total .
Gross Receipts for Month
National
Spot
Local
Total
$2,704.00
$66,413.00
$69,117.00
50,607.00
87,141.00
137,748.00
143,735.00
62,726.00
206,461.00
40,750.00
159,230.00
199,980.00
196,807.00
91,251.00
288,058.00
132,696.00
15,463.00
148,159.00
182,180.00
217,620.00
399,800.00
28,057.00
34,473.00
6,765.00
62,530.00
44,494.00
51,259.00
37,009.00
103,227.00
140,236.00
51,775.00
12,901.00
64,676.00
10,609.00
56,739.00
67,348.00
2,494.00
6,656.00
9,150.00
3,344.00
108,764.00
111,108.00
622.00
4,324.00
5,946.00
138,530.00
371,500.00
510.030.00
$1,066,413.00
$1,405,193.00
$2,471,606.00
slight increases in spot advertising having been offset by similar declines in local advertising volume.
8. Confectionery — There has been a marked increase in this field. October volume was 160% higher than in September and six times that of July. National network advertising was three times that of the preceding month, and more than thirty times July volume. Spot advertising more than doubled, while there was no appreciable change in local advertising. Chewing gum advertising is the principal explanation of this trend.
9. Household appliances — There has been a slight increase in this field, individual station revenue from advertisers of this type having risen 30% as against September. This is due to a 50% rise in spot advertising and a 21% increase in local adver¬ tising. National network advertising in this field has declined 50% since July.
10. Soap and kitchen supplies — There has been little change
in this field other than a slight increase in national spot adver¬ tising.
11. Insurance and financial — Total revenue in this field increased approximately 17% during October after having been compara¬ tively static throughout the preceding three months. This was due almost entirely to a 65% increase in local financial adver¬ tising over individual stations.
12. Radio — There has been a slight recession in this field from the previous month, most of the decline having been in local advertising.
13. Retail— There has been a further slight decline in retail advertising as far as general retail establishments are concerned. This situation is treated more fully in a discussion of Table XI.
14. Tobacco products — Revenues from this source have in¬ creased 12% as against September. Advertising of this type is almost exclusively national network in point of origin.
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