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per home. While the number of radio homes has increased to 37,000,000 from the 35,900,000 reported at the end of 1946, the number of radio receivers built up to 66,000,000. Today there is an average of 1.7 sets per home. Multiple -set families listen more than single-receiver homes, although it is not possible to estimate just how large the increase is. Economic status and other factors are involved for which no comparative figures are available.
The average Nielsen radio index home listened 18 minutes more per day in 1947 than it listened during the same period in 1946 (January to June). It listened one minute less per day to NBC, one minute more to CBS, three minutes more to ABC, four minutes more to MBS and 1 1 minutes more to independents. In the daytime, independents ran a very close third in competition with the networks. Average daytime listening, per day, was NBC 36 minutes, CBS 33 minutes, independents 32 minutes, ABC 25 minutes, and MBS 19 minutes.
Independents tie with ABC for third MARCH 1948
place at night splitting 38 minutes of listening with that network. The senior networks lead nighttime listening by a far greater margin than they do in the daylight hours. NBC is heard 35 minutes, CBS 30 minutes, ABC and the independents 19 minutes each, and MBS 13 minutes.
Total radio listening per day and night during the first half of 1947 was four hours and 23 minutes in the Nielsen survey area. In Hooper's 36 cities, where all four networks are said to be heard with equal facility, Hooper's sets-in-use figures indicate, for the same January to June 1947 period, three hours and 17 minutes listening per day. Hooper's figures, representing only big-city telephone home listening, are always lower than Nielsen's, which are said to reflect radio listening habits of 63% of the United States, rural as well as urban.
It is in the rural areas that the biggest increase in radio homes is noted. Radio ownership among farmers has lagged in the past far behind urban home ownership. While big urban-center homes were 97% radio equipped in 1946, only 76.2% of farm homes had receivers. Estimates indicate that this 76% jumped fantastically upward during 1947 as farmers enjoyed unprecedented prosperity. However, actual figures are not available as SPONSOR goes to press.
Indicative of the extent to which independents are increasing their share of the listening audiences, Nielsen's presentation to the networks (based upon January to June listening, 1947 vs 1946) showed that NBC's share dropped from 29.2% to 26.9%. CBS during the same period dropped from 25.5% to 24.3%. ABC's share was almost the same as in 1946 — ( Please turn to page 62)
Distribution of lij!$tenin^ in tliree major marii^ets, February Marcii, I046 vs. 1047*
Day and Nite
46 47 46 47 46 47 46 47 46 47
NBC CBS ABC MBS INDIE
*TeUl llttcning for «aeh FcbrairyMarch period ii rtpr*itnl*d ii 100% in Mch brtakdewn