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milium
Radio's out-of-home summer plus continues its steady rise
Market
Homes using
Homes with
% Added by
radio
out-of-home
Total
out-of-home
in-home
listening
audience
listening
(Summer 1961)
(Summer 1961)
(Summer 1961)
(Summer 1961)
Atlanta
13.4
5.4
18.8
40.3
Baltimore, June-July
13.9
5.8
19.7
41.7
Birmingham
14.5
5.6
20.1
38.6
Boston
13.7
4.9
18.6
35.8
Buffalo
16.5
6.2
22.7
37.6
Chicago, Aug. only
14.1
5.5
19.6
39.0
Cincinnati
14.3
6.3
20.6
44.1
Cleveland, Aug.-Sept.
13.6
5.0
18.6
36.8
Columbus, Ohio
15.0
4.4
19.4
29.3
Dallas
14.0
5.9
19.9
42.1
Detroit
14.5
6.3
20.8
43.4
Fort Worth
14.2
5.7
19.9
40.1
Houston
13.9
5.2
19.1
37.4
Kansas City
17.4
5.1
22.5
29.3
Los Angeles
15.1
5.9
21.0
39.1
Miami, June-July
14.1
5.3
19.4
37.6
Milwaukee
16.4
5.0
21.4
30.5
Minneapolis-St. Paul
15.3
4.6
19.9
30.1
New Orleans
12.7
4.4
17.1
34.6
New York, Aug. only
13.5
6.1
19.6
45.2
Philadelphia
14.5
4.4
18.9
30.3
Pittsburgh
13.3
4.5
17.8
33.8
Portland, Oregon
16.4
4.7
21.1
28.7
Richmond
13.9
4.3
18.2
30.9
St. Louis
16.8
5.1
21.9
30.4
San Diego
14.1
4.8
18.9
34.0
San Francisco
17.2
5.5
22.7
32.0
Seattle
15.9
4.8
20.7
30.2
Washington
15.4
5.3
20.7
Average, 29 markets
14.5
5.5
20.0
37.9
PERCENT ADDED by out-of-home listening in summer 1961 (col. 4) averages 37.9, a new high. Markets with highest out-of-home listening were Cincinnati and Detroit, with Buffalo and New York next. New York, however, was leader in terms of percent added by out-of-home listening (45.2%). Homes-using-radio figures cover 6 a.m.-midnight, Sun. -Sat. (Portland, Ore., Mon.-Fri.) All figures expressed as % of radio families surveyed
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low, "should dramatize to advertisers the pitfalls of an 'out-of-home, out-of-sight point of view' in today's rapidly changing market. This is why Pulse puts so much stress on
out-of-home reporting — not only by market but by individual stations," he said.
Out-of-home listening's chunk of total audience varies greatly by sta
tion, the report reveals (see chart, opposite page). Some stations reach larger out-of-home audiences than inhome. For example, station G in the (Please turn to page 46)
SPONSOR
5 march 1962
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