Sponsor (Nov 1946-Oct 1947)

Record Details:

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..SPONSOR REPORTS... SPONSOR RE: Ginny Simms 7.8, "Break the Bank" 13.3, Gabriel Heatter 7.0). Wednesday reaches top listening during "Mr. D. A." airing when 43 per cent of sets are in use. Thursday hits 42.6 during period when "Kraft Music Hall," Dick Haymes, and "American Town Meeting of the Air" are being miked. Even Saturday does better than 40 (40.4) while "Hit Parade," "Can You Top This?", and "Saturday Night Serenade" are being broadcast. Thus, every night has one period when at least four out of every 10 homes are listening. BMB RENEWALS NIELSEN RATING SECRECY TO BE EASED STATICLESS FEATURE OF FM STRESSED PANEL SURVEYS COMMAND SPONSOR INTEREST -SR Even before first Broadcast Measurement Bureau (BMB) Area Report was released there was every indication that over 200 stations would sign up for second survey. However in few areas where new stations have changed local listening picture, lack of enthusiasm is understandable though regrettable. Pressure will be brought to bring these areas into line but no one at BMB thinks it will be simple. Sponsors and agencies are suggesting that subscriptions be placed on continuous basis (until cancelled) which would avoid putting Hugh Feltis (BMB president) on spot at regular intervals. But even though idea is good 'til-forbid contracts are thing of future. ■* Restrictions that have engulfed Nielsen Radio Index rating figures are going to be eased within next 45 days. Nielson met with network heads while in New York third week of February and outlined an entirely new (for Nielsen) approach to his research. Even if networks don't go along with Nielsen suggestions, way will be worked out for Nielsen to obtain some of prestige that has been C. E. Hooper's for so long. Procter and Gamble after over 18 months of hesitating and investigating have become NRI client, which it's said will lead flock of sponsors into Nielsen fold (he has only 50 now) . -SR The staticless feature of FM instead of its high fidelity (full tonal range) will be emphasized by number of FM stations. These outlets are located in gulf and other areas with static conditions so bad that radio without crackle and sputter is simple to sell anyone. They have persuaded number of manufacturers to design receivers for both AM (standard) and FM reception which will have tone range not much beyond regular good table-model AM receiver. These receivers will be in "under $100 price range" and will make acceptance of FM much quicker in static-ridden sections of U. S. -SR Industrial Surveys (research organization) has been developing radio information as part of panel operation which is being studied by number of sponsors. Panel vs. diary vs. audimeter vs. coincidental audience surveys haven't simplified radio man's job at advertising agencies and advertisers. IS hasn't tried to sell radio information but other information developed by panel studies has been bought by Bristol-Myers and number of other key national advertisers . SPONSOR