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1. How many U.S. homes have radio?
SOURCE: Joint Radio Network Committee Report, I January 1952
96% have radios
42,800,000 homes
4% have no radios
1,937,900 homes
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I . S. radio sets now total over 108,000,000
Radio set saturation of U. S. is so great it can be considered 100% for many areas. Figures at left are average for whole country, including over-96f( metropolitan areas and slightly less-saturated rural areas. Total sets for summer 1952 is over 108,000,000.
2. How many sets are there per home?
SOURCE: American Research Bureau study for ABC, January 1952
One set
17,020,000 homes or 39.8%
Two sets Three or more sets
15,080,000 homes 10,700,000 homes or 35.2% or 25.0%
Si.v of 10 homes have more thiin one set
One-set homes are in the minority. Six out of 10 homes have two or more radios. In big TV cities number of multiple-set homes is higher. Pulse study in 20 TV cities (for BAB) put number of two-set homes at 37.1 %, three-set homes at 29.0%. ARB figures at left are averages for the entire U. S.
3. How are multiple sets divided between radio-only and radio-TV homes?
SOURCE: American Research Bureau study for ABC, January 1952
U. S. radio-TV homes U. S. radio-only homes (39.1%) (60.9%)
3 OR MORE SETS
2 SETS
SET
44.5%
TV homes have more radios
In homes which have both radio and TV sets, 67.5% have more than one radio set, but in radio-only homes figure is 55.5%. With their greater-than-average number of sets, TV family members can continue listening to radio conveniently. Part of family can listen outside living room while rest view TV. (Data on rooms where listening takes place in radio-TV and radio-only homes on page 128.)
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