Sponsor (Jan-Mar 1960)

'Uthan the national average. Majority "of the newcomers are young marrieds who have not yet completed their families. School enrollment has doubled in the last 10 years. The vacationers: An estimated five million vacationers will visit South Florida during 1960. The combination of these visitors and the permanent population produces on an average single day a total population greater than that of Washington, D.C. 1 1.980.000 vs. 1.950.500). :.i! About 65% of these tourists will come from the Middle Atlantic states and from the East North Central regions (New York, New Jersey, Pennsylvania, Wisconsin, Michigan, Illinois. Indiana and Ohio). The next largest group (11%) comes from New England. Only about 1% come from the West Coast. How they come: 48% of the tourists come in their family cars, 30% arrive via airlines, 20% take a train, and 2% come by bus. These different transportation modes appear to have some relation to where the tourwhen they arrive in South orida. Tourists arriving by airlines ire i>ts stav Fl, usually stay in large hotels; only 15' , . stay in motels. But with tourists who come by auto, about 50% stay in motels, only about 10% in hotels. Most of those who arrive via train or bus stav with friends or relatives. Between 10% and 20% of the train-bus travelers stay in motels. Many of the tourists, regardless of how they arrive, rent apartments — especially if their stay will be fairly long. (30% rent apartments.) As of July, there were 2,142 moll/ tels and hotels of all sizes within the Gold Coast" area; 1.105 of these are Avithin the Miami-Miami Beach In addition, there are. in the ea I « ■ area. "Gold Coast," an estimated 43.030 apartments that are normally occupied by tourists only. Tv set count: Both surveys commissioned by WTVJ came up with estimates of total television sets within this South Florida area that are available only to tourists. Dr. Wolfe's U. of Miami Bureau estimated 65,707 tourist-only tv sets, while the ARB estimate was 67,865. Both these estimates exclude tv i sets in bars and restaurants. -V «o: SPONSOR 9 JANUARY 1960 WTVJ, for its presentation, has picked a figure between the two estimates. They give 66,500 receivers as the tourist-only tv set count. Among permanent residents in this South Florida area, the 1 January 1960 tv home count is estimated at 462,100, according to A. C. Nielsen Co., updated from its NCS#3. The tourist-only set count plus the permanent resident tv homes makes a total of 528,600 as a new base in evaluating this section's media. Where sets located: More than one out of three (36.5%) of all "Gold Coast" hotels and motels have tv sets permanently installed in their rooms. Such installations account for 59' { of the total 66,500 tourist-only tv sets. Tv circulation: Of the five million vacationers who will hit South Florida nine out of 10 will have access to tv viewing. Of still more significance is the fact that, according to the WTVJ surveys, two out of three (66%) will watch tv. They will do their viewing mainly in their own room or quarters, with motel or lobby or recreation room representing the second principle viewing point (47% in own rooms; 40 a in lobbies or recreation rooms). Only a small percentage will watch tv in bars or restaurants or at homes of friends. Tv viewing characteristics: Women tourists do slightly more viewing than (Please turn to page 69 > ;■-■ : ■ ■ ■; ^'.. m ■■ iiii' ■iiir ' ■■:;;■ i", :i; mi: ■ ^iii: ■■|i!, 'ih, 1',^, nil. ':;': ,rii Mi: i!' ■-■■ 'I' ::'■.,;■'■ .iT | FOR THE ADVERTISER: SOME NEW | POINTS ON TOURISTS AND TV 1 ABOUT 66,500 tv sets are available to tourists alone in South Florida. Added to permanent residence tv home set count of 462,100, this makes the total for area — 528,600. 2 ONE OUT of three South Florida hotels and motels have tv sets permanently installed in rooms. Only 2.4% of all touristonly sets are in hotel-motel lobbies, bars or recreation rooms. 3 TOURIST-ONLY apartments (of which the "Gold Coast" area has some 43,000) represent 22% of all tourist sets. About 16.6% of tv sets are in trailer homes, rooming, rental homes. 4 TOURISTS, who daily will swell area's total population to 1.98 million, will spend some S625 million during 1960. Biggest expenditure (29%) is for groceries, foods and beverages. 5 NEXT BIGGEST slice of $625 million jackpot goes for lodging ( 24' V ) . After that, in order, come clothing, gifts, souvenirs, drugs, cosmetics, tobacco, gas, oil, services, amusements. 6 MOST POPULAR tv program fare among vacationers, according to WTVJ studies, are: news, weather, westerns, dramas, variety. Average age of tourists is 47. median age is 45. lll|l|l|||||l!!li'-;77!--'!:!:illlllllllllll!llllllllllllll 39