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/' ! TV ««d radio research
1 pages of ' research (acts on summer radio and TV
Easy-to-follow charts cover topics ranging* from summer economics to sets-in-use figures through the year, out-of-home listening
M. he seven pages of charts and analysis which follow this foreword have been culled from a variety of sources to give advertisers and agencies perspective on summertime air advertising. For easy understanding, you'll find that each topic covered is self-contained on a single page. In each case a headline atop the page states the topic, a chart pinpoints the facts themselves, and a block of text beneath gives you an analysis of the facts.
Topics are covered in the following numbered sequence:
1. Facts on commodity sales and income in summer.
2. The availability of audiences for summer programs.
3. Radio sets-in-use summer vs. winter by hours of dav.
4. What out-of-home radio adds to summertime listening.
5. Average month by month ratings by radio show types.
6. TV sets-in-use summer vs. winter by hours of day.
7. Average month by month ratings by TV show types. Among the highlights coming out of this compilation
are these conclusions about the summer air: • People do not disappear from the air audience in summertime, wrapping themselves in woodland remote from radio and TV receivers. On the contrary, during any
6 APRIL 1953
given week, over 90% of the population is at home. It's apparent, therefore, that absence of major programs is as much to blame for drop-offs in ratings as lack of enthusiasm for the air media by summer audiences.
• Network radio programs fare far better in the afternoons during summer than in evenings — relative to winter tune-ins. One probable reason: Fewer afternoon shows take a hiatus. Thus once again the facts put the finger on defections from major program ranks as the cause for reduced summer ratings. By contrast, strong programs staying on the air 52 weeks frequently equal or exceed their winter standings.
• When you take a look at network ratings compiled by A. C. Nielsen you are, of course, seeing measurement of in-home listening only. Out-of-home listening must be considered as well because of the substantial increment it gives to in-home. A Pulse study showed out-of-home setsin-use represented a 19% plus last summer in 15 cities surveyed. Figures in this research section show what that plus means ratingwise for a variety of programs in six Pulse markets across the I nited Slates. * * "*
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