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FASHION GETS HALF OF ABC FAN MAIL
MBS RESEARCH TRAVELS
ALONE
RURAL STATION BUSINESS HITS ALL-TIME HIGH
STATIONS RESENT RADIO MFGS NON-USE
OF RADIO
TRAVELING RESEARCH
ised instead
of Cross]
Hooper**
Crossleyt
*
43.9
12.9
42.4
13.7
44.1
18.7
48.8
26.8
59.4
24.7
60.2
Over 50 per cent of ABC's mail in September was written about one thing and came to one broadcaster, Ted Malone. It was all on subject of the feminine "new look." Mail count was 110,596 with Malone 's pro and con letters adding up to 56,788.
-SR
Mutual is going it alone researchwise at this time. MBS thus far has not subscribed to Broadcast Measurement Bureau. It has dropped Hooper. Archibald Crossley made special MBS Crossley Rating report on World Series. Rating was on "recall basis" technique discarded with Cooperative Analysis of Broadcasting (CAB) some years ago. Its "listenability" report (which MBS is using to indicate coverage) is new variation of signal strength presentations. Basis of "listenability" is that since MBS hasn't top programs (with exception of a few public service airings and whodunits) it must present sponsors with possibilities of what might happen if a Bob Hope aired on web. World Series listening figures are another indication of what can happen on MBS. Figures are amazing even if coincidental
1st & 2nd game
2nd & 3rd game
3rd & 4th game
4th & 5th game
5th & 6th game
6th & 7th game *first game not on a Hooperated day so no survey made. **per cent of total homes in Hooper surveyed area, tper cent of radio homes in Crossley surveyed area.
-SR
Farm station business is at all-time high. This is based upon unofficial figures reported to FCC which will be basis of report issued in 1948. Reason for surge of rural spot business is amazing farm income increase. Farm income in 1946 reached $25,322,896,000, and 1947 is expected to increase this 10 to 25 per cent.
-SR
Resentment against radio manufacturers using so little broadcast time to sell receivers has manifested itself in a number of stations not cooperating with NAB-RMA (Radio Manufacturers Association) campaign to place multiple sets in every home. Station most voluble on subject was WGN, Chicago. Only set manufacturers on the air are Pilot (MBS), Philco (ABC), and RCA-Victor (NBC), with StrombergCarlson using small FM network (Continental) to help frequency modulation along.
-SR
Qualitative research picked up its equipment during past months and tested audiences in Ft. Wayne and Boston. McCann-Erickson took Lazarsfeld-Stanton Program Analyser to Ft. Wayne and for two weeks tested clients' programs. CBS took its "Big Annie," mass audience reaction recorder, to Boston to test programs for network and station WEEI.
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