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How does network radio compare with oilier media in people per dollar?
SOURCE: CBS film "More Than Meets the Eye.'' For explanation of how figures are deriv-ed, see below
MEDIA PEOPLE PER DOLLAR
Radio 934
Television .___ 365
Magazines 334
Newspapers 240
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Network radio's cost is based on Nielsen Radio Index data on all sponsored programs for which information is available, for the period October 1951 to January 1952 (1st report). Number of listeners per set is from nation-wide American Research Bureau study, February 1951.
Magazine cost is for the average full-page black-and-white ad in eight leading publications (Life, Look, Collier's, Saturday Evening Post, Ladies' Home Journal, Woman's Home Companion, McCall's, Good Housekeeping). Circulation from ABC as of June 30, 1951. Readers per copy from Magazine Audience Group Study, 1949. Percent of ad noters from Starch data, July 1950-June 1951. Page costs are figured on the one-time rate in effect in January 1952.
Network television's cost is based on approximately two-thirds of all sponsored television programs (all available) for the month of February 1952. Number of viewers from the American Research Bureau. Cost of time: PIB gross time cost as of January 1952, net time cost estimated at 75fr of gross. Cost of programs: Variety.
Newspaper cost is based on an average 500-line ad in the largest morning and evening newspapers in 50 largest U. S. cities. Circulation, ABC as of September 30. 1951. Readers per copy estimated at 2.5 Percent of ad noters, from Continuing Study of Newspaper Reading, Nos. 1-125. Space costs are based on the flat line, onetime rate in effect March 1952.
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2. What's the cost-per-1,000 homes of network programs by types?
SOURCE: A. C. Nielsen, 3-9 February 1952
Once-a-week evening (25 minutes or more duration)
SITUATION COMEDY
GENERAL DRAMA
MYSTERY DRAMA
CONCERT MUSIC
POPULAR MUSIC
VARIETY MUSIC
VARIETY COMEDY
QUIZ & AUD. PARTIC.
$8.85
$8.95
Multi-weekly daytime
ADULT SERIAL
CHILD
PROGRAMS
QUIZ & AUD. PARTIC.
$2.88
Note: In contrast to chart one above, (based on "people") chart two is based on "houses" — and there are more than three people per home. Further, two of the lowest cost nighttime categories (news and sports) are not shown in this Nielsen breakdown.
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