NAB reports (Jan-Dec 1934)

The National Association of Broadcasters NATIONAL PRESS BUILDING ..... WASHINGTON, D. C. PHILIP G. LOUCKS. Managing Director NAB REPORTS nra ' yt ' ' Vol. 2 No. 59 DEC. 12, 1934 Conyrioht. 1934. The National Association of Broadcasters BROADCAST ADVERTISING IN OCTOBER Developments of the Month BROADCAST advertising volume in October was the most encouraging in recent months. Total time sales amounted to $7,377,084, a gain of 39.3% above September. Regional networks continued their remarkable growth of business of recent months, while national network volume rose 77.0% as against September. National spot broadcast advertising increased 60.0% during the month, and local volume 27.8%. Comparison with 1933 Broadcast advertising during October of the current year was 28.5% greater than during the same period of 1933. National network advertising was 39.5% greater than during the same period of last year. Regional net¬ work advertising was materially higher in volume, while national spot business showed an increase of 17.3% over last October. National network advertising during the current month totaled $4,527,002, a figure 5.5% greater than March, 1932, the previous peak of network adver¬ tising. Following an unfavorable showing in recent months, local broadcast advertising in October finally exceeded that of the same period of the preceding year, rising to 7.0% above October, 1933. If present trends are maintained, which seems probable, total broadcast advertising for the year should be ap¬ proximately 15% greater than 1933, though still somewhat below the 1931 high for the medium. Comparison with Other Media National magazine advertising in October was 14.7% greater than in the preceding month, and 12.5% .higher than in October, 1933. National farm paper advertising RADIO BROADCAST ADVERTISING VOLUME *953 *934 035 showed a 5.0% increase over September, but remained at approximately last year’s level. Newspaper advertising was 13.0% above September volume, and 2.7% higher than last year. Other Trends of the Month Regional stations showed the greatest increase in busi¬ ness during the month, experiencing a gain of approxi¬ mately 50% over September. Clear channel and high powered regional non-network volume was 2.0% above October, 1933, regional volume 24.5% higher, and 100-watt station volume 7.6% greater. All sections of the country gained materially in non-network advertising. The New England-Middle Atlantic area volume was 52.6% above October, 1933. Southern advertising was 10.0% greater, Mountain and Pacific advertising 3.6% above the same month of last year, while a slight recession occurred in the Middle West. All forms of rendition gained materially over the pre¬ ceding month. National spot live talent broadcasts were 61.1% greater than last October, and local live talent volume was 33.9% higher than last year. National spot announcement volume showed a decline of 17.2% as against the same period of 1933, while record volume de¬ clined materially. Electrical transcription business and local announcements remained at approximately the Oc¬ tober 1933 level. Broadcast Advertising Sponsors Marked increases in broadcast advertising occurred in most industrial groups as compared with the preceding month. In the national network field heaviest increases occurred in the automotive, drug, cosmetic, food, confec¬ tionery, radio and tobacco lines. The most important national spot increases took place in drugs, clothing, food, radio and tobacco. Local advertising increased most ADVERTISING VOLUME MAJOR MEDIA July, 1933, to June, 1935 Dollars /ooo.oeol lorn'>t4«dl/ ■60 ■40 ✓ Newspapers^ s / \ / ■20 •10 ^ > — —National Magazines 8 / ■6 / . ^ V / ■ 4 R e d i© \ Broadcasting \. / 2 J A S o n d'j f m a n j j a s w n o'j'f m a m j I 9 33 I 9 34 I 935 Page 655 •