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IOWA SURVEY REPORTS STARTLING LISTENERSHIP!
Average Iowa Family Listens 13 Hours Per Day!
.Txlthough much research has been done on the total amount of radio listening that occurs in the average home, most studies — whether interviews, telephone surveys or mail questionnaires — have been handicapped by some aspect of their technique. One result is that the number of total listening hours per day in an average home has been seriously underestimated for many years.
Now the Diary Study of the 1950 Iowa Radio Audience Survey* reveals some thoroughly reliable and
rather startling facts about the amount of listening per Iowa home. It shows that the average Iowa family listens to the radio a total of 13.95 "listener-hours" per weekday! The total is a little less on Sundays but jumps to 15.59 on Saturdays!
These figures were compiled from 48-hour diary records voluntarily kept at the time of listening by family members of 930 Iowa homes. They include all the listening to all sets in the home by all members of the household over four years of age. Here is the breakdown:
NUMBER OF HOURS AVERAGE I0WAN SPENDS LISTENING TO RADIO, DAILY
(Figures are in hours, being total hours reported, divided by number living
in Diary homes)*
*A total of' 100,294 different "Listener-quarter-hours" are represented in the figures.
_Ta.side from the impressive totals, there is added significance in the fact that of the 13.95 weekday hours of listening, 6.67 hours were registered by the average adult woman and 4.05 hours by the average adult man. In other words, less than a quarter of the total listening recorded in Iowa homes is done by children under 18 years of age!
WHO, of course, continues to get 6 NOVEMBER 1950
the greatest share of Iowa listening. Out of 57 Iowa AM stations, WHO is "listened-to-most" by 37.5% of Iowa's radio families, daytime, and by 43.9%, nighttime.
The 1950 Edition of the Iowa Radio Audience Survey contains many new and important facts about listening habits in general and Iowa in particular. Write for your free copy, today!
48-HOUR DAIRY PROVEN RELIABLE
The reliability of the 48-hour, diarytype radio survey used in the 1950 Iowa Radio Audience Survey was established by a study conducted in January, 1949, by Dr. Arthur Barnes of the State University of Iowa. He obtained a ten-day diary record from 368 families in 41 Iowa counties. A careful comparison of tbe first three days of listening with each corresponding day of the week (eighth, ninth and tenth days of the diary) showed no tendency on the part of diary families to "listen more" when the diary was first started.
*The 1950 Iowa Radio Audience Survey is the thirteenth annual study of radio listening habits in Iowa. It was conducted by Dr. F. L. Whan of Wichita University and his staff. It is based on personal interviews with 9,110 Iowa families and diary records kept by 930 Iowa families — all scientifically selected from Iowa's cities, towns, villages and farms. It is a "must" for every advertising, sales or marketing man who is interested in radio in general, and the Iowa market in particular.
WIHI®
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Des Moines . . . 50,000 Watts
Col. B. J. Palmer, President P. A. Loyet, Resident Manager
FREE & PETERS, INC National Representatives
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