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spot trends
Based upon the number oF programs and announcements placed by sponsors with stations and indexed by Rorabaugh Report on Spot Radio Advertising. Spots reported (or month of September 1947 are used as a base of 100
March is the first month since last September to show an upward trend in the placement of spot advertising. The increase nationally is not startling (from 70.3 to 73.5). The percentage increase is biggest in the South, from 73.3 to 82.1 and the Pacific-Rocky Mountain area, from 78.6 to 106.3. Neither is a big volume territory so these increases do not contribute greatly to the national index. With the exception of automotive and miscellaneous industry classifications all reporting businesses increased their spot placement. Beverages and Confectionery jumped from 156.9 to 187.5, Tobacco from 50.1 to 60.1, and Food from 90.5 to 108.1. Four of the seven classifications covered are now over their September 1947 base.
AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL
Based upon reports from 243* Sponsors
Sepi 1947=100% biw month/
102.7 102.5 77.5 72.9 70.3 73.5
Trends by Geosraphlcal Areas 1947-1948
AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL
Trends by Industry Classifications 1947-1948
90 Sponsors Reporting
AUG SEP OCT NOV DEC JAN FEB MAR APR MAX JUN JUL
•for ihis lolal a sponsor is regarded as a single corporate entity no mailer how many diverse divisions U may include. In the industry reports, however, the same sponsor may be raported under « number of classifications.
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SPONSOR