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A BILLIONJOLLARS ON A SILVER1PLATTER
Sound good? It is! One buy (WSFA-TV) delivers the lush Montgomery and Central-South Alabama area, where a million people spend over a billion dollars every year.
WSFA-TV
fiBC / ABC MONTGOMERY. CHANNEL 12
Represented by Peters, Griffin, Woodward, Inc.
TV BASICS
I Continued from page 39)
sample. Multi-car ownership is also high.
A survey by Color Television Market Facts in December 1959 found that more than half, or 51'/ . of color tv homes possess two or more car* although only 13% of the total U. S. homes fall into that category. Fortyone percent own at least one car. a total 92rr with one or more cars, while only 74% of the total U. S. families have cars.
A circulation survey conducted bv NBC and based on various industry sources places color television on top of the coverage list. Since color television is what might be called a "class medium." reaching a high income group, "class" magazines are its "competition.'" XBC said. The number of color sets in use is estimated at 500,000, while the New Yorker reports a circulation of 427.053. The median income of New Yorker subscribers is $8,389, a color tv advantage of 56%.
Circulation l ABC Dec. 1959) and median income of other upper-level magazines are: Business Week. 338.626, $14,350; Fortune, 325,298. $14,375; Atlantic, 259,439, $11,000; Harper^, 232.523 $11,000; and Saturday Review, 224.779. $10,199. Color television has the edge on these publications in either circulation or income or both.
Color television homes are more apt to view programs telecast in color. Summarized from a number of XBC surveys, ratings for color shows in color tv homes were twice that of black-and-white homes. The average rating of all tv homes for a group of color shows was 17%. although 33% of the color tv homes tuned in. Similarly, the share of audience was 54 r"r versus 29%. Program identification, commercial recall, sponsor's slogan recall, etc., were also high in color tv homes.
Color programing is growing. The total number of stations ( including satellites) equipped to rebroadcast network color is 367 — 70.6% of all U. S. stations. Only 104 stations— 21.2% of all U. S. stations— are equipped to originate some form of local color. Last year's weekly schedule of 18 hours has virtually doubled this fall with 32 hours of web color programing. ^
SPONSOR • 19 DECEMBER 1960