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NEGRO RADIO BASICS
Facts about how much and where Negro listens to the radio
milllllllllil Illllllillll]llllllllllllllllllll!!llllllllllllllllilllillll!llllll Illlllllllllllllllllilllllllllllllllllllllllllllllllllllll
A. PERCENTAGE OF NEGROES LISTENING TO RADIO WEEKLY
% LISTENING IN A WEEK % LISTENING 4 OR MORE DAYS
8-Markot Average
95.4
75.3
Southern Market Average
96.0
82.5
Northern Market Average
94.9
68.1
B. WHERE NEGRO LISTENING TAKES PLACE
8-MARKETS
SOUTHERN
MARKETS
NORTHERN
MARKETS
Midweek Week-end
Midweek
Week-end
Midweek
Week-end
Living Rooms
46.6% 40.5',
48.5%
47.8%
44.5%
32.4%
Bedrooms
45.6 45.6
55.8
50.9
34.8
39.2
Kitchens
22.1 26.4
11.9
11.0
32.9
i:u>
Automobiles
4.5 6.3
3.0
3.5
6.1
9.4
C. NEGRO LISTENING DURING AVERAGE WEEKDAY AND DAY-PART
Morning
Afternoon
Evening
All Day
8-MARKET AVERAGES Weekday
5S.U',
Week-end Day
48.8
45.5%
41.8
42.3%
37.1
79.7%
75.6
SOUTHERN MARKET AVERAGES
Weekday 60.8
Week-end Dav
52.5
49.3
48.0
51.3
46.8
so.l)
79.J
NORTHERN MARKET AVERAGES Weekday
Week-end Day
55.3
45.0
ll.s
35.5
:;::.:;
27.5
77.5
71.7
RAB is the source of this Pulse study of Negro listening done during 1-7 February 1957. The eight markets include: South ■ — Birmingham, Dallas, Memphis, New Orleans; North — Boston, Detroit, Pittsburgh, Baltimore. Chart at top shows, left, percent Negroes listening once or more during the week; right, percent listening on at least four days during the week. Middle chart measures percent who listen during average weekday in the place indicated. Vertical columns add up to more than 100% because some listened in more than one place. Bottom chart shows what percent of Negroes listen during the average weekday (right-hand column) and during the morning, afternoon or evening. Note Southern Negro uses radio more than northern.
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SPONSOR NEGRO ISSUE • 26 SEPTEMBER 1959
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