Sponsor (July-Dec 1952)

tion that exists in your country. 1 hat is why radio is such a good buy up here." 4. Canadian radio rates have risen less than those of other media. Freeman has prepared a rate trend study covering the past seven years to showthat radio homes have increased from 2,214,300 in 1946 to 3,454,000 in 1952 or 55.9rr while rates have gone up only 32.24%. Most stations raised their rates effective 1 July hut the average for one hour Class A time was only O.O.'V, and for one minute Class A time, 6.9^5 over 1951. In contrast rates of black-and-white media have risen much higher since the war, spurred b) skyrocketing newsprint prices. As for U. S. stations, Canadian rates are still remarkably cheap in comparison, according to Freeman. 5. Canadian radio has almost donHe the penetration oj daily newspapers. The radio experts argue that although the daily newspaper circulation 1 89 dailies, 3.5 million circulation) compares favorably with the 3.454,000 radio homes at first glance, a closer analysis shows the comparison to he misleading. Their reasoning: The newspaper circulation is mostly metropolitan, doesn't penetrate much of the 40' , rural population. A large number of morning newspapers are never taken home, therefore their ads are "wasted." In winter heavy snows prevent newspapers from reaching out1\ ing communities, sometimes for days. Ipso facto, only radio can get to 94% of the Canadian people on time every day. Using older figures, William D. Hannah, assistant manager of Cockfield. Brown & Co.'s Radio & Television Dept. in Montreal, says: "Radio as a medium reaches all parts of the country through a total of 155 radio stations. The 3.2 million radio homes comprise 93.3 % of the total Canadian households." And Freeman adds: "You would have to take all the other media to reach most of the radio homes. Radio is everywhere." 6. Canadian radio is still expanding. TV will not span the country for another 10-20 years, according to most Canadian experts queried. A total of 4,476,296 radio sets have been bought since the war. 603.594 of them last year, according to the CAB and the •9. Do Canadians prefer to listen to government or private stations? (Sydney, Nova Scotia, presents unique opportunity for comparison since there are only two stations in town.i STATION CBI (GOVERNMENT). SYDNEY. N. S. (1.000 WATTS) STATION CJCB (PRIVATE). SYDNEY. N. S. (1.000 WATTS. NIGHT) TIME DAYS PROGRAM SETS IN P R 0 CHAM % OF LIS TIME DAYS PROGRAM SETS IN PROGRAM % OF LIS USE RATING TENERS rr~4 USE RATING TENERS 6. IS MTFTFS News and Program 39.2 4.5 6.15 MTWTFS Newscast 39.2 33.9 86.6 6.30 Sun Jake the Kid 39.5 8.4 21.3 6.25 MTWTFS Weather Report 39.2 33.7 85.9 7.00 Sun Four Gentlemen 37.8 5.8 15.4 6.30 Sun The Hardy Family 39.5 30.3 76.7 Mon Supper Club 38.8 4.6 11.8 7.00 Sun Souvenir of Sometime 37.8 29.8 78.9 TT Prelude, and This is Jazz 36.8 4.9 13.3 7.00 MTWTF Easy Aces 37.8 31.2 82.6 Wed Recital. Music in Eve. 37.6 8.3 22.2 Sat Highland Lassie 41.6 33.9 81.4 Fri Roy Rogers Show 36.4 8.8 24.2 7.15 MWF Song Stars 36.6 28.8 78.8 Sat Sports News 41.6 7.4 17.7 7.30 Sun Our Miss Brooks 41.8 37.7 90.3 7 30 Sun CBC Woodwind Quintet 41.8 3.5 8.4 MTWTFS Newscast 39.3 34.0 86.4 MTFTF Intl. Commentary 38.5 4.9 12.8 7.40 MTWTFS Weather Forecast 39.3 33.7 85.7 Sat John Sturgess 43.2 4.5 10.4 7:45 MWF Hits from the Shows 36.7 30.4 82.8 7.40 MWF Music Won't Hurt You 37.6 5.0 13.2 TT The Variety Shop 38.9 32.9 84.6 TT Tony the Troubadour 38.8 42 10.8 8 00 Sun Cavalcade of Music 38.5 34.4 89.3 K III) Sun Natl. Sunday Evening Hour 38.5 3.5 9.2 Mon Bright Star 40.4 33.8 83.6 MTTF Various Programs 38.9 G.7 17.2 Tue 1 Was Commun'st for FBI 43.2 35.3 81.7 Wed Jimmie Shields 38.6 5.7 14.8 Wed Adventures of Frank Race 38.6 31.2 80.7 Sat Sketches in Song 39.9 3.3 8.2 Thu Music and Great Outdoors 37.2 26.9 72.2 8.30 Sun The Little Symphonies 40.2 6.2 15.4 Fri Frontier Town 36.5 30.3 82.9 MTT Various Programs 40.0 7.9 19.8 Sat Take a Chance 39.9 35.5 88.9 Wed CBC Wednesday Night 41.5 5.2 12.6 8.30 Sun Dor's Day Show 40.2 33.6 83.7 Fri Canadian Short Stories 37.2 5.5 14.8 MFW Club 15 39.5 34.2 86.5 8 45 MTT Various Programs 39.0 7.1 18.2 TT Sports Caravan 40.8 32.5 79.6 Ra'efi Parisi«n 43.2 3.4 7.9 8.45 MFW Market Place Quartet 38.8 30.5 78 fi Wed CBC Wednesday Night 40.5 4 5 11.2 9.00 Sun Charlie McCarthy 43.2 39.2 90.8 Thu The People Act 38.8 7.8 20.2 Wed Guy Lombardo Show 40.5 35.5 87.6 Fri Voice of Firestone 36.7 5.9 16.2 Thu Burns Chuckwagon 38.8 31.0 7" 8 Sat CBC Sports Page 44.8 3.1 6.9 Fri A Date in Hollywood 36.7 30.0 F! 8 9.30 Barrie Craig 40.8 210 51.4 Sat Twenty Questions 44.8 40.9 91.3 Sat Share the Wealth 43.4 13.6 31.3 9.30 Tue SM British Concert Hall Menory Music Hall 40.8 43 4 19.1 2-) g 46.9 1,1 H SOURCE: Elliott-Haynes Radio Ratings Report, Evening Programs June 1952 How fas* are CBC and prira*<* ■ • st ui Ums increasing? AM Stations FM Stations Revised Total CBC PVT CBC PVT Sept, 1948 128 13 115 14 5 9 Jan. 1951 151 19 132 37 5 32 Feb. 1952 157 19 138* 36t 5 31t SOURCE: Canad *3 non-com ian Broadcasting Corp. (S mercial jcommercial Patistica I Dept.) T How many radio sets are being **• sold in Canada? Radio set sales since war Year Sets Value 1945 47,027 $ 1,541,144 1946 587,172 29,507,766 1947 880,469 61,967,318 1948 597,460 49,387,434 1949 776,511 55,133,369 1950 802,743 60,501,058 1951 603,594 51,928,075 1952a 181,320 16,801,311 4,476,296 $326,769,475 ;,To end of May SOURCE: CAB, RTMA of Canada Above shows total sales since war, 4,476.296, exceed total homes by more than 1,000.000. 72 SPONSOR