Sponsor (Apr-June 1964)

RADIO MEDIA Radio at the cash register The massive radio audience at hallowed point-of-purchase gets infrequent probe by Hooper; measures potential "sell" to consumers stratified by instant "retail category" count ■ Radio listening in business establishments can mean bigger business to advertisers who learn to use the "last word" point-of-purchase-moment to reach the consumer. All oi advertising's dazzling choreography in the market arena must — as must the most brilliant life-on-the-line matador — face the "moment of truth." There's no bull in the cash register. The money's in there, or it isn't. The marketer's concern for what, when, where and why people buy is pouring in the neighborhood of $200,000,000 per year into research. Hut there is one area of research — measurement of how many can be influenced where they are buying, when they are buying which is a "sometimes thing." Car audiences, an adman told Sponsor recently, although "impossible to measure" were, of course, counted on in his radio buy. "We felt they had to be there," he said. A number of alert users of radio time feel the same way about listening at the cash register. Considering that retailers and consumers are involved in radio listening at the cash register, the wholesale and retail purchasing power represented is enough to whet the appetite of any ad manager. In the near decade since the I ii si Hooper survey of business establishments, there has been a scant handful of follow-up in this area with potential wallop for the radio advertiser. Hooper made its first survey in New Haven in May 1955. And, according to Prank Stisser. guiding hand of the Hooper organization, the purpose of the survey was "to supplement the findings of the inhome coincidentals." As it developed, these surveys opened up new avenues to account and media peo ple. Radio listening in business establishments, the report indicates, reflects a higher degree of listening in business establishments than "inhome." Since 1961, Hooper has conducted business establishment surveys in a range of markets from New York to New Orleans. The surveys include barber and beauty shops, florists, cleaners, drug stores, grocery stores, gas stations and liquor shops. Dentists' offices were also checked in Atlanta, Kansas City. New Orleans, Philadelphia and New York City surveys which span the three years. A survey of in-store listening is. almost completely, "instant audience stratification" since the customer is immediately classified as in need of beauty or barber care, gasoline and oil. beer, food, medical attention or clothes cleaning. The merchandising and promotion support which advertisers desire at the retail level is usually labeled as part of its "marketing strategy." Radio listening in business establishments can become part of that strategy upon close view of the statistics, meager as they are. In its most recent survey, the Hooper sample of 4.771 reflected the listening habits in the above listed business establishments in the New York area. Since the New York retail pie amounts to $16 billion annually, radio listening in business establishments can represent a considerable influence for almost any product. I ood sales account for about 25 percent of the total retail sales. drug sales about 3 percent, service stations including auto equipment, about 3.8 percent. Big dollars are definitely involved, but so are big audiences. I he New York survey showed that SO percent of the business establishments have ladios. and 4S.4 per cent of the radios were on duringB the survey hours of 9 a.m. to 5 p.m. But — hold on to your book keeper ■ — Hooper reported an average 4.8 listeners per set! The survey reflected listening toil I 6 New York stations, AM and FMi I (an interesting footnote is that the j leader (WHN) does not have FM).B At the time of the survey taken at the southern extreme of the U. S.,| I New Orleans contributed some $1.2. ! billion in retail sales to the economy ■] — approximately 25 percent in food sales. 4 percent in drug and 6 percent in service stations ineluding automotive equipment. Ol the New Orleans business establish I ments. 58 percent had radios withjl an average of 5.7 listeners per set.B In Atlanta, the nation's 24th city. I 64 percent had radios which were'J tuned in 40.8 percent of the time> with an average of 5.2 listeners per set. Kansas City. 18th largest U. S. town, had five listeners per scl averaged in the 74 percent of it business establishments where radios were tuned in 37.6 percent ol the time. In Philadelphia, 83 percent ol the surveyed businesses had radios In that fourth largest city, sets ii use were 45.4 percent with ar average of 5.5 listeners per set. While the Hooper surveys 0 business establishments were conducted in various sections of th*. country at various times of tru year, there is no significant patter; or conclusion as to type of pro graining which appeals most U listeners in business establishment' (See chart). Perhaps the most interestinj e\ idence presented points to tin fact that any over-all or iiulusivi pattern is non-existent. Geographically, two cities wen northeastern, one southern, oru midwestern and one "deep"' sout 40 SPONSOl