We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
HOW'S RADIO DOING?
(Continued from page 28)
the 3,500 homes spend 164.200 hours hearing radio; 87,600 hours seeing TV; 55.200 hours reading newspapers. Interestingly, when Kemper interviewed 2,942 of these homes within a 30-mile circle of Louisville, 40% had a TV set, 7% planned to buy one, but 53% definitely planned not to buy one. (SOURCE: Raymond A. Kemper Associates.)
That's the picture as it has been shaping up today. If present radio trends continue — and there's every indication that they will, while TV is levelling-off — radio's position will be even better.
Of course, there are more figures, one way or the other, sponsor eni muttered plenty of them in preparing this report. There are surveys to show that radio is bigger and better (in some local TV areas, it often is) than those shown above. There are other reports, like the three famous ANA studies, to show that radio is worse. However, the above nine key points help point the way to where radio will stand in the early part of 1952.
At the same time, there are other qualitative studies which take the broadcast advertiser backstage in a TV home to show him what effect TV has had on family habits, particularly with relation to radio listening. They, too, serve as guideposts along the rocky road of 1952 advertising decision, and point the way to new radio opportunities.
Two of the best and most useful studies in this field in recent weeks have been those made jointly by NBC and CBS (in cooperation with American Research Bureau. Washington, D. C.) and by Advertest Research, New Brunswick, N. J. Together, they show what's going on in TV homes, where the listening is being done, and how TV families behave over a long (31 months of ownership) period of time. Here's the summary of findings:
1. Joint NBC-CBS Network Radio Report:
Where TV has entered a radio home, one of the major effects is a sort of dispersal of radio listening to other locations not used as much in the home's radio-only days. In radio-only homes, the away-from-the-living-room radio listening accounts for about 51% of the radio total. In a radio-TV home
( again, there are practically no TVonly homes anywhere) this figure jumps up to about 77%. It's in this extra out-of-the-parlor listening that a lot of radio's "loss" occurs, since in the past it has not been measured as it should.
As you might imagine, this big outof-the-parlor listening calls for more radios around the TV house. That's exactly what has happened, according to the joint NBC-CBS study, which was based on some 3,600 diaries (87% usable for tabulations, from all over the U. S.) placed by ARB.
Radio-TV families do own more radios than radio-only families. For instance. 68' ( of the radio-only families have two or more radios; in radio-TV families, it's 77%. Some 35% of the radio-only homes have three or more radios: in radio-TV families, it's 46%. Similar NBC-CBS comparisons show that the four-or-more-sets label belongs on some 14% of radio-only families, on 22% of radio-TV homes; in the five-or-more bracket, it's 5% against 10%.
The joint NBC-CBS study also showed where all these extra sets in
* BASED ON HOOPER RADIO AUDIENCE INDEX OCT. 1951
31 DECEMBER 1951
65