Sponsor (July-Dec 1951)

KLX LEADS ALL OAKLANDSAN FRANCISCO INDEPENDENT Radio Stations 9 OUHF 12 Hooper Periods.' Hooper Share of Audience, May through September, 1951, Oakland KLX Tribune Tower • Oakland, Calif, Represented Nationally by BURN-SMITH, INC. revealed 1>\ the Iowa study. Figures in the following table show the percentage "I increase in listening b) the average adult, due to multiple-sets: All Women Mi n In terms of all adults questioned I4.49i 12.89! 19.99! In nuns cit listeners, o„h 6.9 10.3 l in upper figures in each column report cm a basis "l .ill adults questioned, regardless of wheth er they had listened during the four-hour test period, rhe lowei figures in each column n foi those who had listened during it" ti riod.) Radio sets located in barns account foi still more "extra listening." In I'M') one out of 10 farms in Iowa had radios located in the barn, and nearly all of this number used the radio there while milking. The following table brings these figures up to date: Percentages of radios in barns 1949 1951 All farmers questioned 1 1.5$ 13 9' 1 ,ii mi is u ho hi iii'd barns 12.5 1 1.6 (Hen n might !)<■ noted thai 99.59! <>i Iowa has electricity.) In the 1951 Kansas Study Dr. Whan studied the total amount of listening done during the average day. The following table shows that the average woman over 18 years of age listens a great deal more than the average man or child; however, the differences are smaller on Saturday and Sunday than on weekdays: Number of Hours Average Kansan Spends Listening to the Radio Daily (Figures are in hours, being total hours reported, divided by numbei living in Diarj homes)" Average 1(11 \1 Woman i Average Home) Over 18 Werage Weekday 11.20 Ins. 5.16 hrs. I arm people 1 1 .69 hrs. 6.02 Ins. \ ,n,,...( people 10.22 hrs. I 82 hrs. 1 ib. in people 10.60 hrs. I'M Ins. Average Saturdaj 10.19 hrs. f.51 Ins. Average Sunda; l().l"> hrs. I 67 Ins. \m i age Werage Av< i ag< Man Child Child Ovei 18 12-18 -1-11 Average Weekday 2.59 hrs. 2.47 hrs. 2.45 hrs. I .urn people 2.90 his. 2.2 I Ins. 2.09 hrs. Village pi le 2.39 hrs. L'. lb Ins. '_'.T7 Ins. Urban people 2.58 hrs. 3.06 hrs. 2.69 hrs Vverage Saturday '-'.:il Ins. 3.74 hrs. 2.49 Ins. Average Sundaj 3.08 hrs. 3.03 hrs. 2.50 hrs. •A total ol 96,122 different "listener-quartei hours" are represented in the figures in the table. • • • MR. SPONSOR ASKS {Continued from page 51) motorists li>lming to their car radios, stressed service features, weather, traffic lips. Here al W II' Wilkic Buick .Iocs the same with the (>:••<) p.m. news. When Samuels Motors wanted to sell rebuilt motors the) bought news with John Facenda 7:15 p.m.: Broad Motors sponsors nine five-minute weather shows a week, including a new 6:25 weather show7 to reach early shift drivers coming into the city. Beeching Motors buys two sport shows a week at 6:30 p.m. to give scores and schedules. Albert Tire buys five minutes of news five nights a week at 6:40 p.m.; Swenson Motors the 11:00 p.m. news Sunday night. So it sounds like service programs sell service for auto dealers. One question though — since most men are leaving their cars at home these days due to the parking problem— why doesn't some smart auto serviceman buy a program to appeal to the wife who has the car all day long these days? Sell her on the cleanliness of the car after service — rugs vacuumed — ashtrays emptied — windows sparkling — steering wheel wiped off — no smears on the upholstery — no grease spots on the fenders might do the job! Next — perfumed gasoline. Ralf Brent Commercial Manager WW, Phila. RESULTS PROVE 500,000 MEXICANS IN CREATER LOS ANGELES LISTEN TO 6 HOURS OF SPANISH PROGRAMMING DAILY ON KWKW AND KWKW-FM ASK FOR JOE TWO are better than ONE KLIX IS KLICKIN' with ABC and MUTUAL Ask AVERY-KNODEL PACKAGE that ty film spot at TELEFILM Inc. in Hollywood (28) Calif, since 1 938 82 SPONSOR