Sponsor (Nov 1947-Oct 1948)

spot trends Bdsed upon number oF spots (prosrams and announcements) placed each month by all sponsors indexed by Rorabaugh Report on Spot Radio Advertising. Spots indexed during September are used as a base and charted as 100 Spot business was up in October 2.9 points over September despite the (act that the trend was down in a number of industry classifications. Food, reflecting the grain and meat markets, was off 1.2. Sponsor's miscellaneous classification, which includes farm products, motion pictures, coal, men's clothing, etc., was off 27.0. Greatest drop (59.38 points) was in the tobacco group because a number of campaigns concluded during the month. Soaps-cleansers-toiletries held its own despite gloom in the cosmetic business. Biggest gain was in the beverageconfectionery index which jumped 90.2 points due to Coca-Cola's return to the local program field over 245 stations. Three out of five sections in the country showed an increase in spot placement. The South was off 7.6 and New England off 2.8 points. 1947-48 AUG SEP 1 OCT 1 NOV DEC JAN FEB MAR APR MAY JUN JUL 1 250 200 150 100 50 Based upon ref jorfs frorr 274* S ponsors — NATIONAL TREND 1 1 1 1 1 Trends by Geo graphical A reas 1947-48 AUG SEP|OCT|NOV|0EC jJANjFEB |MAR APR MAr JUN JUL ( 250 — 2,280,OOQ radio familiei 1 1 1 1 2O0 — 150 — — ■• 100— 50— _ New England 250— 9,166,000 ro 1 dio fa mille s 200— 150 — 100 — 50 — Middle Atlantic 250— 11,387,000 radio families ' 1,11 200— 150 — 50 — Mid-Western 250— 6,399,000 radio families t 1 1 1 1 200 — 150 — 100 — 50 — South em 250 — 4,766,000 radio fomilie 1 1 1 1 i 200 — 150 — 100 — 50 — o^^:r.^ nn.,4 1 R ock' ^Mc W!ti ain Trends by Industry Clcssi Rcotions 1947-48' AUr. SEpIoCT [nOv| DEC 1 JAnI FEB 1 MAR. APR 1 A*At|jun| JUl ' 250— 200— 150— 100— 50 — 95 J >pons ors R( •porting Food 250— aoo^ 150^; 100 — 50 — 23 5 >pons orj R< tporti ng Beverages and Confectionery 250— 200— 150— 100— 50— 50 17 Spons ors R eporl "9 ;>oaDs. Cleansers ond Toiletries 250— 200— MO— 100 — 50 — Sponi ors R eport ng ■ 1 Jpi L*liil*lik!/.^S II' 250— 200— 150— 100— 50— 6 Spons ors R< iporl! ng Tobacco 250— 200— 150— 100— 50— 12 Spon ors R eport ng Drugs , 1 250—' 200 — 150— 100— 50 — 71 S pons srs Re porli ng Miscello neous 1 'For this total a sponsor is regarded as a single corporate entity no matter how many diverse divisions it may include. In Itie industry reports, fiowever, ttie some sponsor may be reported under a number of classifications. 24 SPONSOR