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a mention in the recap at end of period.
Cost: $45 per participation (introductory price ) .
Rep': NBC Spot Sales
• • •
FACTS AND FIGURES
[Continued from page 36)
Q. In what percentage of homes are people present during the afternoon and available to look at daytime television?
A. A good indication of how man) homes have people present in them during the afternoon is provided by figures Hooper compiled in JanuaryFebruary, 1950 I the last report before Hooper stopped issuing national rating). Hooper found that between 1:00 and 5:00 p.m.. during the average hour, there was someone present and awake in 69.7'r of all homes. There was very little difference in the figures from hour to hour. Low-point was 67.2r/< at 3:00 p.m.: high was 73.4% at 4:45 p.m.
Q How long do viewers look each day?
A. Advertest Research devoted one of its monthly reports I called The Television Audience of Today) to daytime television in June 1950. Some 846 TV homes in the New York viewing area were contacted, and respondents, mainly housewives, were asked to give detailed information on viewing habits. One-third of those questioned at that time said they viewed television regularly before 5:00 p.m. (10.7% said they viewed occasionally). Among the regularly-viewing respondents, the average time spent watching on weekdays before 5:00 p.m. was two hours and 11 minutes.
Q. What time is it most convenient for housewives to watch daytime television?
A. Advertest asked all of those who said they watched daytime TV regularly to select "the periods during which they felt it was most convenient to watch." In general, the figures rose with the hour. None of the respondents selected 9:30 a.m.; 8.5% selected 10:45 a.m.; 12.1% selected 11:45 a.m.; there was a drop at noon, with
For Vital News •
as well as for entertainment
Central New Yorkers
Have Learned
to Listen
to
. . . Public service f hat assures an Interested Audience for Your Show
ACUSE
AM • FM • TV
The Only Complete Broadcast Institution in Central New York NBC Affiliate — Headley-Reed, National Representatives
when you're comparing radio stations
. . . make sure to check their Service-Ads as well as their listings in SRDS.
"When I'm using Standard Rale." reports a Time Buyer, "I'm looking for certain things. I'm not reading. But, if I see an ad which gives station coverage or other useful facts not in the listing, I make a point to check it."
Have you noticed, too, how Service-Ads in the Radio Section of SRDS, and in Consumer Markets, help— especially when you're working fast? Service-Ads like WIBW's shown here?
Such Service-Ads supplement and expand media listings in SRDS Radio Section and market listings in Consumer Markets with information that helps you decide which stations and which markets you want.
Service-Ads. like the one illustrated, in the monthly Kadio Section of SRDS and in Consumer Markets help inn. buyers huy.
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Published by Standard Rate t, Data Service, Inc. Walter F Sotthor. Publisher 333 North Michigan Avenue, Chicago 1, Illinois • New York ■ los Angeles
29 JANUARY 1951
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