Sponsor (July-Dec 1952)

Record Details:

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1. How does net TV compare in costs-per 1,000 people with other media? SOURCE: NBC TV. 1952 $5.17 $3.36 E— -, E— , Dl ' Wl—r n »I«mI»« comparative costs-per1,000 $1, .57 $3.83 ] NBC TV EVENING HALF-HOUR SHOW (AV. TIME b TAL.) NBC TV DAYTIME HALF-HOUR SHOW (AV. TIME & TAL.) LIFE MAGAZINE PACE BLACK & WHITE (INC ART, MECH.) 500-LINE ADS 64 LEADING NEWSPAPERS (INC. ART, MECH.) 2. What is the relationship between spot TV costs and TV set circulation? I Sept. '49 I Dec. '49 I Mar. '50 t July '50 I Oct. '50 I Feb. '51 I May '51 I July '51 I Dec. '51 I Mar. '52 I June 52 Costs-vs.'Sets are down In the last two or three seasons, with TV spot costs constantly jumping upward as TV stations raised their rates, sponsors have often felt that there was no sensible relationship between station costs and sets in TV markets. The chart above shows that this is not so. Based on the combined "open rate" for one-minute Class A film availabilities, using the highest-cost station in each market, the down-curving line above shows how this rate-vs.-sets has declined from a level of 950 in the fall of 1949 to present level of some 480-per1 ,000 TV sets. It is, however, a simple ratio of cost-to-circulation in 63 TV markets. 180 SPONSOR