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i. ..SPONSOR REPO
S... SPONSOR REPORTS...
;P0T AND ,0CAL BILLING
lLERT
Til STATIONS
PROFIT BY
)EALER AID
'ROGRAM
HJILDING
JET & STATION
1UST
)IRECT N BUYING 5Y SPONSORS
\LPHk
TEST RESULTS
DISPUTED
)0WN GO
JET PROFITS
1 OUT OF 10
.ISTEN
3NE PERIOD
^VERY NIGHT
vl ARCH 1947
MARCH 1947
National spot and local billings went up $22,000,000 in 1946, while network business increased $3,000,000 (previously published figures showed network business increase as $500,000). Higher level of local station operation, and sponsor and agency surveys which reveal that advertisers are getting what they pay for, have switched many sponsors with spotty distribution to spot field.
-SRFIVI stations that work closely with radio distributors in their areas find going much smoother. Close liaison not only produces quicker distribution of FM receivers in area but keeps FM promotion running daily. Typical example is WBT-FM which instead of piping programs to studio audiences over conventional loud speaker system uses makes of all FM receivers available for purpose. Visitors see programs going on air and hear them, as they would in their homes, over FM or FM-AM receiver. Demonstration type of reproduction helps pay bills, too.
-SRStations and networks find that building programs for sponsors not only is profitable but is only assured way of keeping talent costs down. Profits sometimes are considerable. Demand for good producers has gone up all over country. So has local level of programing (see Commercial Reviews, page 36).
-SRAdvertisers coming into TV are dealing direct with stations and networks, buying time and programs without consultation (until after the fact) with their agencies. U. S. Rubber, General Foods, General Mills, and Ford set their schedules first and then turn operations over to agencies.
-SRMentality of radio listeners is not at 12-year level, says Dr. Philip J. Rulon, acting dean of Harvard University's School of Education. He attacked veracity of Alpha tests conducted during World War I and stated 12-year-old-mentality claim which tests produced was reflection not on public but on makers and users of the tests and "gullibility of those who circulate the idea."
-SRNetwork operation has become less profitable each year in last decade. Chains (except MBS) own stations which have become more profitable during the ten-year period, so financial statements don't look as bad as they are.
-SRPractically half of nation's radio sets are operating on Tuesday evenings, actual receiver usage rating hitting 49.5 during period when "Fibber McGee and Molly" is broadcast. Second top receiver usage is at time of "Lux Theater" airing on Monday night when aggregate of 45.2 per cent of sets are on. Sunday night sets hit 45 at hour of Bergen-McCarthy opus. Friday 43.5 per cent of sets are in use during period when no single show is major contributor to making people tune ("People Are Funny" gets 15.2,
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