NAB reports (Jan-Dec 1934)

markedly in the automotive accessory and gasoline, cos¬ metics, and radio fields. Network household equipment advertising and national spot automotive and cosmetic volume were among the few fields to experience decreases. As compared with October, 1933, the following increases are of especial importance in the national network field: Automotive advertising practically doubled, drugs up 60.0%, cosmetics 60.0%, food 23.5%, household equip¬ ment nearly double, soap and kitchen supplies 26.0%, and tobacco more than doubled. In the national spot field, the following increases occurred: Drugs 67.5%, food 23.0%, beverages 68.8%, soap and kitchen supplies 26.0%, and tobacco practically quadrupled. Local increases were as follows: Accessories 33.3%, clothing 31.5%, beverages practically doubled, radio the same. More detailed information regarding various sponsor groups is as follows: la. Amusements. Decrease 19.0% as against September. Lower than same month last year by 56.0%. Local volume re¬ sponsible. 1. Automobiles. National network volume double September, national spot 10.0% less, and local up 32.0%. National network volume also double 1933, with national spot 45.4% less and local 36.4% under last October. 2. Accessories, gasoline and oil. National network 24.4% above September, regional network volume 76.4% higher, national spot up 13.0%, and local volume up 40.0%. Compared with Octo¬ ber, 1933, national networks 9.9% more, regional up five-fold, local up 33.3%, and national spot down 12.5%. 3. Clothing. _ Compared with September, national networks even, spot up 90.0%, and local 27.0%. Networks 10.0% under 1933, spot 7.5% lower, and local up 31.5%. 4. Drugs and pharmaceuticals. Networks 66.1% above pre¬ vious month, national spot double, and local volume up 42.0%. Networks 60.0% above same month 1933, regional volume down, local 21.1% under, and national spot 67.5% over. 5. Cosmetics. National network 40.9% above September, local up 85.0% due mainly to what seems to be local manufacturer brands, and spot down 21.6%. Compared with October of last year, net¬ works up 60.0%, local double and spot down 65.0%. 6. Foodstuffs. National networks double September, spot up 70.0%, and local up 7.1%. Regionals six times October 1933, national networks up 23.5%, national spot up 23.0%, and local down 28.6%. 7. Beverages. National networks 30% over preceding month, regional networks four times higher, national spot up 46.6%, and local no change. Networks 34.0% under October 1933, regionals six times better, local double, and national spot up 68.8%. 8. Confectionery. October national network increased to SI 70,000 from $9,000 September level. All other forms gained also. National networks 30.0% above same month last year, regionals ten times better, national spot half as much as last year, and local 40.0% as much. 9. Household equipment and appliances. As compared with September, national networks down 13.3%, local even, and RADIO BROADCAST ADVERTISING (October, T ype 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 . 9-10. Household goods: (9) Household equipment and furnishings . (10) Soap and kitchen supplies . 11. Insurance and financial . 12. Radios . 13. Retail establishments . 14. Tobacco products . 15. Miscellaneous . Total . national spot up 10.0%. As compared with same period 1933, national networks up by nearly 100.0%, national spot volume 27.0% greater, and local advertising up 11.0%. 10. Soap and kitchen supplies. National spot volume 60.0% above previous month, national network down 7.6%, and local even. Compared with 1933, national network doubled, national spot up 26.0%, and local down 50.0%. 11. Insurance and Bnancial. Marked increases in all fields over September. National spot triple same period last year, national network 39.0% under, and local 46.0% under. 12. Radio. All fields practically double the preceding month. Compared with October last year, national networks up 50.0%, and national spot and local practically tripled. 13. Department and general stores. This type of advertising 10.0% above preceding month, and 19.1% greater than same period of 1933. 14. Tobacco. Marked increase in network advertising over the month, with some gain in national spot volume. Network volume double same period of preceding year, and national spot volume four times last October level. 15. Miscellaneous. Marked increase along all lines, both over preceding month and October 1933. Seems to mark return of wider sponsorship to radio advertising. General Retail Advertising. General retail advertising was 24.0% above September, and 10.0% greater than during October 1933. All forms of retail advertising increased in September with exception of beauty shops, restaurants, and hardware stores. Prin¬ cipal gains over same period last year include the following: gasoline stations and accessory shops 55.0%, clothing and apparel stores 20.0%, drug stores doubled, beauty parlors increased materiallv, electric appliance stores 44.0%, furniture stores 26.0%, hardware stores 20.0%, and radio dealers practically tripled. Decreases occurred in retail automotive advertising to the extent of 23.0%, and in restaurant volume to a 75.0% degree. Business Conditions General business continues the gradual improvement noted in the past month. The New York Times index of business activity has remained at approximately 76.0% for the past month, while several other indices have shown slight increases. The Times index is 4.0% above the same period of last year. Prices have remained comparatively steady during the period, while industrial production has shown some gains. November iron production, according to Iron Age, increased about 4.0%, and though 11.0% lower than in November 1933, was 51.0% greater than in 1932. Cotton cloth production amounted to approximately 125,000,000 yards per week for the past month, the highest level reached since last spring. Automobile sales were approximately 10.0% higher than during October of the preceding year, while department store sales were 7.0% above the 1933 level for the period. Freight car loadings were about equal to. last October, following a slight decline as compared with the preceding month, contrary to the usual seasonal trend. Rural grocery chain sales decreased slightly. Employment and pay¬ rolls were about the October 1933 level. On the whole, business seems somewhat steadier than it has been in some time. TYPE OF SPONSORING BUSINESS 1934) National Regional National Gross Receipts Networks Networks Spot Local Total — — $1,033 $30,080 $31,113 $515,256 — 27,810 54,000 597,066 326,153 $24,805 126,175 84,000 561,133 41,707 1,064 37,865 164,603 245,239 571,341 1,145 331,080 72,100 975,666 913,924 1,146 46,745 37,230 999,045 888,642 25,698 224,050 154,215 1,292,605 252,783 9,600 46,690 66,444 375,517 170,043 2,880 21,880 2,750 197,553 26,078 2,267 46,900 116,000 191,245 196,489 436 64,750 6,913 268,588 57,202 2,675 29,400 38,850 128,127 95,426 — 6,783 22,056 124,265 — — 2,783 129,263 132,046 315,920 1,712 16,290 750 334,672 156,038 22,536 220,780 523,850 923,204 $4,527,002 $95,964 $1,251,014 $1,503,104 $/ ,o77 ,084