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^TS. ..SPONSOR REPORTS..
,..x
,. SPONSOR REPOR
AMA REPORTS ON BUYERS' MARKET
RADIO HERE TO STAY
SAVINGS UP IN N . Y . AND N.J.
ACTORS' EQUITY FOLLOWS SCREEN GUILD
HIGHEST-PRICED N. Y. CO-OP & E. T. SHOWS SOLD
SUMMER LISTENING TO BE STUDIED IN 1948
NON-TELEPHONE HOME AUDIENCES VIEW TV MOST
TONI SPENDS $4,000,000 ON NETWORKS
May 1948
60' , of manufacturers surveyed recently by American Marketing Association reported there was definite switch to buyers' market during past six months. 20% reported no shift from past year's sellers' market but indicated they expected shift in 6 to 9 months.
-SR
Radio industry now believes that sound broadcasting will not be eliminated entirely even when TV becomes nation-wide. Leaders in manufacturing end of radio emphasize that while radio may suffer setback during early days of TV it will come back as phonographs did after ownership of radio sets was widespread.
-SR
Savings bank deposits in New York and New Jersey reached an all-time high in 1947. Increase was 7% over 1946 while 1946 showed 11%
increase over 1945
Life insurance sales hit new levels also. -SR
Actors' Equity Association has followed lead of radio's Screen Guild and will produce series of programs for TV, profits to go into Actors' Fund.
-SR
Kate Smith, highest-priced co-op program for New York, and Ronald Colman's "Favorite Story," highest-priced transcribed program for same market, have been sold. Smith is being sponsored by Hudson Pulp and Paper Corp. and Colman is being given pre-commercial spin on WJZ. Announced cost of each is said to be $1,000 a week.
-SR
Suraraer listening, never before thoroughly researched, will be given complete going-over by Psychological Corp. this year. ABC, CBS, NBC, are splitting cost of study which will be made in Peoria, city also being used by four networks for over-all study of broadcasting.
-SR
94.5% of New York's nontelephone homes with television sets (40"r of New York's homes have no phones) reported using their television receivers "yesterday" in March survey of The Pulse Inc. Only 80.6% of telephone homes made same report. New York March program preferences, in order of viewing, were hockey (WCBS-TV) , basketball (WCBS-TV), boxing (WNBT), "Birthday Party" (WABD) , "Small Fry" (WABD) .
-SRToni's (home permanents) gross time bill on CBS starting April 1 is $2,500,000 a year. Its radio time bill on ABC and NBC combined exceeds $1,500,000. The $4,000,000 pays for five hours weekly.
SPONSOR, VoL 2, No. 7, May 19li8. Published monihly by Sponsor Publicatiom Inc. Publication offices: 5800 N. Mervine St.. Philadelphia H, Pa. Advertising. I ial. and Circulation offices, 40 W. 52 St., New York 19. N. Y. Acceptance under the act of June 5. t9.1't at Philadelphia. Pennsylvania, authorized December 2. t9i7
Editor
MAY 1948