Sponsor (1964)

the average $5.63 — 6.1 percent of that sample have their own department store charge accounts. A Census Bureau analysis has shown that 8.4 million teenagers 14 to 19 years of age reported earnings during 1962 with a median income of $401 for boys and $385 for girls. While summer jobs were the source of earnings for 90 percent of them, full time working teenagers recorded a median income of $2500 per year. Two years ago, a scholastic magazine study among boys and girls (from 12 to 18 years old) showed that almost half — 49.3 percent — have a regular allowance. Almost half — 47.6 percent — earn money at part-time jobs out of the home and another 17.5 percent get money for working in their own homes. One in three (32.9 percent) said they get "odd amounts" of money from their parents from time to time. Nor can the astute marketer j overlook the rising educational level I of young people. The national campaign against school drop-outs is having a clear effect on these statistics. Compared to under 5C percent of all adults today win have finished high school, 60 percent of all our 1 8 and 1 9-year-olds have graduated from high school and the effect on the sophisticatior of teen tastes is sharp. The Younger Child. Although teens account for the larger expenditure in the youth market, youm children have a major voice in prod uct selection and consumer spend ing. They have a direct influence or items given to them on holidavs am birthdays as well as on product: and services used during the entin year. The market is flooded wit! child-oriented items, from pre-nata .:: Teenagers take to television ■ Teenagers — that special "inbetween" group that is usually treated as a segment of the overall children's market — have long been thought unreachable via network tv at least in practical terms. Not so, according to an NBC Television study which reports these vitally important facets of the diamond lode: • Of the 192 million total U.S. population, about 25 million are teenagers. While tv's penetration of all Americans is about 93 percent, its penetration of teenagers is a lot stronger — 98 percent. TEENAGE TELEVISION VIEWING 97S> 82 «b <; 60 40 20 PAILV 0 -42* SlON ON I. IO"W 1CAW !<•« 1-3 W MON-^Rl MON-PPl MON-FRI 'Daily vs. weekly, by day-parts ". 7 10 OM 7J0-11PM II P» to SluN OfF VON PRI SUN >*T 3UN -»T • Greatest amount of teenagt viewing is done between 7:30 anc 1 1 p.m. (EST) all nights of th. week, with virtually the entire teen age market (97 percent) checkin; tv at least once during the seveij days. On the average day (betweei 7:30 and 11 p.m.), 59 percent o all teenagers are reached by tele vision. Which are the very best half hours for reaching this free-spend ing group of viewers? The top three half-hours all li between 8:30 and 10 p.m., Sunda through Saturday. Over the ful week, they reach 88 to 91 pcrcen of the total teen market. For ai average day, they reach 43 to 4 percent. Next best arc the "adjacencies to the Mr. Big period — the 7:30 8:30 p.m. time slot and the 10-1 p.m. bracket. Trailing arc the non-networ half-hours between 5:30 and 7:3' p.m. Even so. they deliver nearl 60 percent each of the total tec audience in the course of a week. The greatest single half-hour foJ teenage viewing is from 9 to 9:3' I p.m.. delivering half the market Oil an average day and a giant 90 per | cent of it in a week. ■ 34 SPONSO