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TEST YOUR MEDIA KNOWLEDGE
What are some of the figures that an advertising manager or account executive should have at his finger tips?
If he already happens to know the answers to some of these questions, we suggest he try them on his neighbor or colleague in the next office. Better still, he might try them on his wife, who happens to be a mighty hep gal. He'd be surprised to learn how much she knows about c-p-m, the cost of spot tv and split-runs. But back to our quiz!
3. 4. 5. 6.
Have you any notion how many homes radio reaches each week? How many daily in the daytime? How many every evening?
What percentage of all homes are reached by radio today?
Can you name the five leading network tv advertisers in the fourth quarter of 1961? How many U. S. homes are now tv-equipped and what was the percentage increase in 1961 over 1960? Can you estimate the audience in the average minute in television in 1961?
How much did advertisers spend in network television in 1961? Was this an increase or decrease of how much over 1960?
Approximately how much national spot gross business went into television in 1961? Was this an increase or decrease, and how much, compared with 1960? As you probably know, network c-p-m homes
dropped last year. Can you tell us what was the all program c-p-m in 1961? What was the c-p-m for evening programs in. 1961? What was the cost for daytime programs? 9. In round figures, how much would it cost me to sponsor (time and talent) a half-hour program in nighttime network television? How much would an hour program cost? And if I decided to buy a participating minute in a nighttime program, how much would it cost?
10. What percentage of women dominate the in-home radio audience, particularly in the morning? On the average during the broadcast day there are between and listeners per home.
11. How many brands used network television in 1960? How many brands used spot television in 1960?
12. How many television stations are now on the air?
13. How many television markets are there?
14. What is the 23rd television market (metro population) (tv homes potential) (tv homes reached) ?
15. What is the base cost of prime time 20s in the top 50 markets? Top 100 markets?
16. What percentage, based on one time rates, is a daytime minute of a prime time 20? Late night minute? 'Fringe' minute?
17. Using prime time rates, what percent, in general, is an I.D. of a 20? A 30? A 40?
18. What is the average discount for six announcements per week (daytime) ? Twelve weeks, daytime?
19. How many am stations are now on the air? How . many fm stations?
20. In traffic time, what is the average radio announcement discount from one week rates for 12 announcements per week for (a) 26 weeks (b) 52 weeks?
(Answers on page 49)
SPONSOR • 16 APRIL 1962
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