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spot trends
Bdsed upon the numbei oF prosrams and announcements placed by sponsors with staHons and indexed by Rorabaugh Report on Spot Radio Advertising. Spots reported for month of September 1947 are used as a base of 100
February spot business continued down for the fourth consecutive month. Only in New England was there a regional increase. The index of business in the Northeast jumped from 91.8 in January to 95.2 in February. In the industry classifications, only Drugs increased their national spot business, their index moving up from 108.7 to 1 17.0. Drugs have continuously used more air time since last September. Some of this increase should be credited to seasonal trends. Single other industry to continue above the base month (September; is the Beverage and Confectionery, although it was off considerably from January. Eleven per cent of Rorabaugh-reporting advertisers increased their schedules in February, while \2^ i scaled their's down.
AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL
Based upon reports from 238* Sponsors
Sept. 1947= 100% baw month
102.7 102.5 77.5 72.9 70.3
S50 200 150 1001 50
Trends by Geographical Areas 1947-1948
2,280,000 radio families
AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL
s
1)7.1 H.] 11.1 11.1 IS.2
250 200 150-1 100
50
9,166,000 radio families
250 200-1 150 100 50
71.2 ri9«.0)lOS.S|lN.4|SM|l5.4 M.1
11, 387,000 radio families
111.1 1lt.l1M.2 101.1 iS.0
6,399,000 radio families
""HH^mmmwm
250 1 200 150H 100 50
Southern
250 200 150 1 100 50
4,766,000 radio families
Pacific and Rocky Mountain
1^
in.11N.I 11.3 IS.S 71.1
S50 SOO ■ 150 100 ■
50
Trends by Industry Classifications 1947-1948
84 Sponsors Reporting
AUG SEP OCT NOV DEC JAN FEB MAR APR MAX JUN JUL
UK
M.I 1K.7 H.4 S2.I SIS
S50 SOO 150 100 ■
38 Sponsors Reporting
I1N.2 1IS.S1IS.S 173.1 1SS.S
S50 ' 16 Sponsors Reporting
SOO ■
150 ■
too
50
S50 SOO 150 100 '
50
fyimtmfj
1M.Sll03.s|l00.4|SS.3 SI.S
13 Sponsors Reporting
■ 5' 6 ffUfl
5 Sponsors Reporting
!50 SOO 150 1 100
616ff?f^40.4
30.7
29.2
S2.S
50.1
S50 1 15 Sponsors Reporting SOO •
150 ■
100
AutomoUve
Tobacco
D,
ru9s
6U^
69 Sponsors Reporting
117.1 1)2.S 103.71101.7 117.1
\ ^
MlscellaneoM
EnmimniyTn
• h\>r MiJ /o'u' 'I tpontor ii rrgardrd ns a tingle eorporatt entity no matter hole mnnv direr te tinisiont it mny include. In the indiutry reporli, hoioet^r, the r-i'nr apomnr nrti be reported under a numUr nf clnsiifientinm.
54
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