Sponsor (July-Dec 1950)

market penetration of 35%. Radio reaches more than 95' , of all families. 8. If all non-TV markets (such as Portland, Ore., and Denver) were lumped together the\ would equal a market seven times the size of New York City. The NBC study includes two important surveys, previously reported by sponsor, which revealed radio listening as America's favorite leisure-time activity. Fortune magazine in 1949 stated that 51$ of the men and .")!', of the women named radio listening when asked: "Which two or three of the things on this list I including many recreational activities I do you realh enjoy doing the most?" A 1948 Psychological Corporation study found that 85% of the people interviewed listened to radio on an average day, and that they spent four and a half hours doing so. Newspapers took only 58 minutes of their time. Only 25% read magazines, these for only one hour and four minutes during the average day. Other figures in the P. S. study, confirmed by a recent Pulse survey, revealed that the average person who listened to the radio out-of-home spent 93 minutes doing so. During an average day, 28% listened to the radio away from home. The NBC presentation quotes the Dr. Lazarsfeld discovery that "radio advertising is better liked, commands more attention, registers better recall than printed advertising." Place and frequency of advertising is flexible in radio: it is not controlled by issue dates as with magazines and newspapers. The advertiser has no competitive advertising or editorial matter to distract him. Listening generally is [Please turn to page 34) Iowa listeners like the j oh nidio is doiny Local Listeners' Appraisal Schools Newspapers Radio Government Churches "In this area they are doing" An excellent job 1 1 .05% 7.45% 12.7% 3.7 21.7 A good job 59.8 64.6 70.0 48.5 65.6 Only a fair job 13.6 19.5 13.1 23.3 7.0 A poor job 1.2 3.4 1.2 6.0 0.6 Don't know 14.2 5.9 2.9 18.4 4.9 Radio (iniiiu/ nearly 1 1 hours clctif •/ in average Iowa home (Figures are total hours reported divided by number living in Diary homes) Total (Average Home) Average Woman Over 18 Average Child 12-18 Average Child 4-1 1 Average weekday 13.95 hrs. 6.67 hrs. 2.61 hrs. 2.91 hrs. Saturday 15.59 hrs. 6.60 hrs. 3.44 hrs. 3.72 hrs. Sunday 13.52 hrs. 5.86 hrs. 4.41 hrs. 4.19 hrs. Otic* out of every two Iowa homes has more than one radio 1940 Survey 1945 Survey 1950 Survey Percentage of all homes owning radios 90.8% 93.6% 98.9% Percentage of radio homes owning: Only one set in the home 81.8% 61.5% 51.2% Two sets in the home 13.8% 29.4% 35.6% Three or more sets in the home 4.4% 9.1% 1 3.2% "Above figures based on 1950 Iowa Radio Audience Survey conducted by Dr. F. L. Whan. Radio is growing faster than America Circulation increases between Jan. 1946 to Jan. 1950 Radio Families 6.702.000 All Daily Newspapers