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publications has arrived ;)t a figure for the number of advertising-readers per dollar. The figures for the four magazines were averaged to obtain a figure of advertising readers per dollar.
In like manner, the average number of families per dollar listening to network programs was computed, based upon Nielsen's reported NRI homes per dollar reached by commercial network programs. The figures for all programs (day and night) were averaged.
The magazine average was 441 advertising readers per dollar. The broadcast listeners per dollar were 1464. The listener figure was obtained by multiplying by two the number of NRI homes reported, since there is an average of two adults per home. The M.A.G.S. figure is based ufxin readers over 10 years of age onl>', so that it would be manifestly unfair to use the full Census Bureau family size figure of 3.40 to arrive at a radio listening figure.
The costs used by A. C. Nielsen to determine his homes-per-dollar are based on gross time figures and are subject to discounts which may run, as they sometimes do on the Mutual Broadcasting System, and to a lesser degree on the other nets, to 40*^7 or more. Since announced talent cost figures are often inflated, advertising
agency radio executives feel that Nielsen overestimates his talent costs by 10'^ . In the comparison, therefore, there may be an important bias in favor of printed media. But in compensation, Nielsen uses his "Total Audience" figure to determine his homes-perdollar. Total Audience means all listeners who heard any part of a radio program. It is around 25'7 higher than the Nielsen figure for "Average Audience" which is the "audience during an average minute of broadcasting of a program."
Program of the year
There is also evidence of strong inflation in Starch's "advertising noting." Starch does not ask his sample of magazine readers if they read the ad or if they know the advertiser. His question is simply "Did you note this ad?"
The comparison between the advertising impact of a magazine ad on a reader and the impact of a commercial on a listener is completely undeterminable with present research tools. All that can be compared is cost-per-readei against cost-per-listener. ♦ * *
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The program of the year, 1947-1948, is Truth or Consequences. The success of Ralph Edwards' "Miss Hush," followed by the even greater success of "The Walking Man" promotion, started hundreds of local telephone programs. Three out of four of the networks have shows on which the listener in the home plays a vital role. (NBC, Edwards' network, currently has none. )
There is a feeling in the advertising
profession that quiz programs based upon listener participation and giant jackpot merchandise prizes are bad for broadcast advertising. Most program men look upon them as a current phenomenon that will run their span and disappear. They point to the failure of the Pot o' Gold comeback as an example of what happens when a program runs beyond a trend.
Truth or Consequences was eight years old this spring (March 23). During most
WBT HAS A GOOD TIME
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