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Hear about that Madison Avenue clock-maker who blew his brains out the other clay?
Used to do a lot of business with agenc) people, and from listening to their gripes, got an idea that figured to make a mint: a clock that would have two 7 to 8 am periods every day. Would be a cinch to sell to radio stations, advertisers and agencies. (E-v-e-r-y-b-o-d-y-'-s looking for more 7 to 8 am radio time.) Then he came across that Katz report on radio listening in 18 TV markets — and grabbed the gun.
It's early morning — evenings and week-ends, loo
The special analysis Pulse made for us doublechecks the high opinion advertisers have of that 7 to 8 am radio hour. (Reach the whole family . . . get the men before they've gone to work.) But it also shows that there are a lot of evening and week-end hours that are as good as — and better than — that early morning radio time:
Item : Every day of the week, there are more men listening (daring the average quarterhour) between 7 and 11 pin than between 7 and 8 am. (That's 112 good quarterhours.)
Item: On the average, there are a third more total listeners from 6 to 10 pm than in the entire daytime span from 7 am to 6 pm. (That's an eye-opener, too.)
How did we learn these facts? Because we finally figured out what audience composition and sets-in-use data were trying to say.
It takes both to count listeners
You see, "sets-in-use" is based on all radio homes. "Audience composition" is based only on listening homes. (The distinction is important.) You've got to combine the two to get the total number of listeners at any given period. For example:
Audience composition figures show 68 men (per 100 listening homes) at 6 am, and only 38 men at 5 pm.
Think you get more men at 6 am?
No! Sets-in-use at 5 o'clock are more than double the 6 am figure (22.4 vs. 9.2). When you combine sets-in-use with audience composition, you uncover the fact that there are actually 35' , more men listeners in the 5 pm period.
If you can't join 'em — beat 'em
If you're getting tired of waiting to join the advertisers in those few, highly-sought-after early morning periods, this Katz report will show you how to beat 'em — get even better time. For the study identifies the evening radio hours and the week-end radio hours which win more listeners than the 7 to 8 am time. The full report is available on request from The Katz Agency, Inc. Send for your copy now, while the supply lasts, to find the time for more profitable Spot Radio advertising.
THE KATZ AGENCY,,^
National Advertising Representatives 488 Madison Avenue, New York 22, N. Y.
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