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of the year. In January of 1948 sets-inuse figures released by Hixiper indicated .7^( increase over the same pcricxi in 1Q47, from 34. 1 % to 34.8'^( . This increase was in face of a downward trend in families who were at home and thus available to their radio receivers. The unexplained drop in "available radio homes" was from 82':; in 1947 to 80', in 1948.
While listening increased generally in 1947 (according to Nielsen), it increased more for independents than for networks. This was expected to some degree since numerous independents were coming on the air and building from scratch. However, older independents zoomed their audiences also. It was this over-all increase of listening to independents that inspired Compton Advertising to undertake a survey on "the trend away from network listening" last fall. The research study was under commission from
Procter & Gamble and based upon reports supplied by C. E. Hooper.
The O)mpton study is a confidential diKument, as is the report on listening shifts made recently by the A. C. Nielsen organization to the four networks. The Nielsen report is said to indicate that independent stations are increasing their share of listening on an all-year-round basis. In the past sponsors concluded that non-network stations added listening only during the baseball season.
It's true that baseball does accentuate the shift, especially at the height of the season and in cities in which there are major league baseball teams. It's even a bigger factor when night baseball games represent an important part of a hometeam schedule, as they do in Washington where all the Senators' games in 1948 will be played under lights. In Boston, Detroit, Cincinnati, St. Lxiuis, and in
How liNlcMiin;: is flivi«l4'«l in Nmall. meiliiiiii and largo 4*itios— January l» June, lfl40 vs. I« 17*
Growth of ratlio h«jiie
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34 35 36 37 38 39 4(1
•ToUl Ibltnlnt for Ui« tli month ptrlod li rtpf titnlcd u 1 00% In ttch brtakdown
most of the home cities of International League teams, independents broadcasting the games control the largest share of listening during the heat of diamond competition. In the towns where night football is a feature, independent stations carrying these games frequently snare top audiences.
Independent stations are expanding their share of the audience during the rest of the year too. While the networks have increased the size of their audiences, they generally are not holding their percentage of the total audience. The drop in network percentage of total listening audience is more than made up by the fact that the size of the radio audience has grown. During the past year the number of radio homes has increased 3^7 while no network has lost more than 2.3^^ of the sets in use.
Network advertisers, therefore, are receiving just as big an audience as in the past. Actually the audience may be larger because, besides the increase of radio homes, there has been a sizable growth in the number of radio receivers
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