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TV BASICS/DECEMBER
Color tv's upper-income audience
^ Facts and figures gathered by NBC, other industry sources prove color television the acme of class media
I^IBC points out in a recent study that color television ownership is confined to homes of substantial annual income and parallel occupation.
The survey, based on various industry sources, reveals the advantage of color program sponsorship for high-priced products such as automobiles. Also covered are data on
programing and circulation of color tv vs. magazines.
Color Television Market Facts, Inc., via NBC, reports 30% of all color tv set owners fall within the s5. 000-10,000 annual income range, with 9% earning below $5,000— a total of 39%. The $10,000-15,000 bracket represents 20% of this grow
ing medium and the remaining 41% earn over $15,000. The median income of color tv set owners is $13,123, an inviting figure for advertisers after a select audience, in addition to the black-and-white viewing audience.
Automobiles are among the highticket items which stand to benefit with the purchase of color tv shows. A Trendex study, issued in June 1960, revealed 68% of the color homes owned 1958 or later model autos vs. 44% of a matched black-and-white [Please turn to page 64)
Distribution
OCCUPATION
Off color tv homes.
U.S. homes by occupation
COLOR OWNERS*
u. s.**
Professional
13%
10%
Proprietors, Managers,
Officials
48%
10%
Clerical, Sales
13%
19%
Draftsmen, Foremen
14%
12%
Retired, Unemployed
11%
6%
Not Reported
1%
Other — Agriculture
9%
Service
8%
Household
3%
Laborers
....
6%
Suiwv of Color Television. Market Facts, Inc.. 1 "Bureau of Census. Population Reports. 20 Ju
December
1959
1. THIS MONTH IN NETWORK TV
Special
s scheduled during four weeks ending 15 January
PROGRAM (NETWORK)
COST SPONSOR, AGENCY, DATE
PROGRAM (NETWORK)
COST SPONSOR, AGENCY, DATE
Basketball Tournament (A)
$110,000
Miles, Gillette, 12 31
NBC White Paper (N )
$ 40,000 'Timex V2, Doner, 12 20
CBS Reports (C)
57,000
Philip Morris, 12 26
N.Y. Philharmonic (C)
175,000
Ford
Bell Telephone Hour (N)
285,000
AT&T, Ayer, 12/23, 1/6
Orange Bowl (C)
400,000
1 2
Bob Hope Buick Show (N)
320,000
Buick, McCann, 1/11
Omnibus (N)
120,000
Aluminum, Thompson,
Christmas Mass (A)
12 24
1 1
Christmas Tree Lighting
12 23
Project 20 (N)
50,000
U. S. Steel, BBD0, 12 21„
(White House) (A)
12/29
W. Churchill Special (A)
Mead Johnston, 1/1 i
Projection 21 (N)
12/30
Cotton Bowl (C)
350,000
1/2
The Renegade (N)
12 27
Equitable's Am. Heritage (N)
230,000
Equitable, FC&B, 1/13
Sports Film (A)
50,000
Miles, Gillette, 12/24
Gator Bowl (C)
250,000
12/31
Story Of Love (N)
1/3
Music For A Xmas Nite (A)
12/25
Tournament of Roses (A)
700,000
Quaker Oats, 1/2
Music— New Year's Nite (A)
1/1
Tour, of Roses Parade (N)
Minute Maid, Bates, 1/2
NBC Opera (N)
12/25. 1/1
Tribute To A Patriot (N)
SPONSOR • 19 DECEMBER 1960