Sponsor (July-Dec 1949)

Record Details:

Title:
Sponsor
Date:
July-Dec 1949
Publisher:
New York : Sponsor Publications, Inc.
Volume:
Sponsor (July-Dec 1949)
Leaf #:
000807
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals","Television advertising -- United States -- Periodicals  LinkTelevision broadcasting -- United States -- Periodicals.
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Subtitle varies: The Buyers of broadcast advertising; The weekly magazine TV/radio advertisers use; the national weekly of TV & radio advertising
Date Added:
March 28, 2024
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TV stole what PM audience from what AM? In Boston's first year of TV, the evening share of audience for "FM, TV and all others" zoomed from 3.3% in 1948 to 18.3% in 1949. Mostly this is TV, of course, and obviously had to come from AM station evening audiences — But what stations ? Again the answer is supplied by Hooper's May-September 1949 figures with the comparable report of 1948. All network-affiliated stations individually lost from 2% to 5.8%. And the total, interestingly enough, approximates the gain for "FM, TV and others." On the other hand, one Boston station held its evening audience — and even gained listeners against TV competition. This independent station — the Herald-Traveler station WHDH — demonstrated the power of news-sports-music programming to complement video fare in the home. Now with TV in the picture, Boston's fastest growing station continues to be your surest, best buy in Boston radio. Here's what TV did to Boston Evening Radio Listening... Network-affiliated stations lost as high as 30% of their evening audiences, according to these Hooper figures, in Boston's first full year of TV. And independent WHDH is the only station that gained! In Boston, look to WHDH to protect your radio position. Share of Audience May through September Evening Sunday through Saturday 6:00 p.m. — 10:30 p.m. Network Stations Homes Using Sets A 1948 26.2 21.8 1949 25.0 16.0 Audience change —5.8 BCD 12.0 20.7 14.0 9.4 18.7 9.8 -2.6 -2.0 -4.2 WHDH 23.8 24.2 + 0.4 Owned and operated by the HeraldTraveler BOSTON • 50,000 WATTS Represented Nationally by John Blair & Co. 5 DECEMBER 1949