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4. How many out-of-home sets are there?
SOURCE: Joint Radio Network Committee Report, I January 1952, plus SPONSOR estimate of spring 1952 auto sets
Out-of-home sets
Total: 29,419,266
AUTOMOBILE PUBLIC INSTITUTIONS
SETS PLACES DORMITORIES
24,419,000 4,100,000 900,000
Auto figure above is for spring 1952. It was updated from I January figure by adding number of sets installed since. Car radios more than doubled between '48 and '52, continue rise at two million-plus annual rate. Over 75c't of U. S. cars have radio, with the figures much higher in some markets.
SOURCE: Advertest Research study in New York metropolitan-area homes, February 1952
Yiiihiht of portable radios in home
HOMES INTERVIEWED
TOTAL RADIOHOMES HOMES
RADIO-TV HOMES
1,036 317
707
Total of homes with 22 3% 16 1% portable radios
25.5%
Homes with one portable radio
18.7%
14.2% 1.9%
21.1% 4.4%
Homes wilth two or more portable radios
3.6%
Average number of portable radios per home
0.27
0.18
0.31
Though limited to New York area, data above indicate extent to which portable radios have become standard equipment in metropolitan homes. More than one out of five have such sets. TV homes have more portables than radio-only homes. Over one-quarter of television homes own portable radios.
5. How much does the out-of-home audience add to [n-home listening?
SOURCE: Pulse out-of-home listening study January 1952 (except New York which is February 1952)
City
Average quarter-hour sets-in
use of "in-home" radio
listening
Philadelphia 18.3
New York 21.3
Boston 21.5
Detroit 20.2
Washington 21.3
Atlanta 21.2
Cincinnati 19.6
Minneapolis-St. Paul 22.9
Chicago 20.7
Birmingham 24.4
St. Louis 20.3
Seattle .... 25.0
™,.J
•—
^
Average quarter-hour sets-in
use of "out-of-home" radio
listening
3.3 3.5 3.3 3.0 3.1 3.1 2.6 2.9 2.6 3.0 2.4 2.6
~_~
i
% of listening added by out-of-home
18.0% 16.4% 15.4% 14.9% 14.6% 14.6% 13.3% 12.7% 12.5% 12.3% 11.8% 10.4%
Out-of-home bigger plus note titan year ago. Pulse ftmf.v
Out-of-home listening added I5rj to the winter-spring radio audience in 12 markets. This represented a "plus" to sponsors ranging from 18% in Philadelphia to 10.4% in Seattle. Philadelphia, Pulse points out, has consistently ranked first in terms of percent added by outof-home listening in surveys it has conducted over the past two years. Out-of-home represented a bigger plus in the winter of 1952 than in the previous year. Pulse figure for 1951 (in seven of the above 12 markets) was 13.7% added by out-of-home. In these same
seven markets in 1952, out-of-home plus was 15. 2*7. Out-of-home listening, now checked continuously by Pulse, is higher in summer than in the winter figures shown here. (Figures on the next page show how much out-of-home can add to ratings of specific shows in summer time.) Since Pulse conducted study above, over 350,000 portable radios were purchased in the U. S. Car radios, however, account for bulk (over 55fr ) of out-of-home listening. Other places where out-of-home listening occurs include beaches, taverns, factories.
14 JULY 1952
101