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The accompanying tabulation shows hour by hour the listeners per home. With the exception of two of the daytime hours, the listeners per home figure is greater for the TOTAL AREA than for the CITY AREA.
Adjoining are two examples of the result of projecting CITY AREA figures of "Homes-Using-Radio" to the TOTAL AREA or 1,423,500 radio homes. The hour from 6:00 to 7:00 P.M. was chosen because of the great difference in "Listeners-Per-Home." The hour from 7:00 to 8:00 P.M. was chosen because of the great difference in "Homes-Using-Radio."
DO LISTENERS PER HOME OF THE CITY AREA DIFFER FROM THAT OF THE TOTAL AREA?
HOURLY LISTENERS
PROJECTING
i II ^ FIGURES
TO AREA
22.2
6:00-7:00 P.M.
MONOAY.FRIDAY
Homes ii-lnj: radio
ti /( \t
TOTAL AREA
FIGURES
25.1
PER HOME Monday Friday
316.017
Radio Hon
.157.298
CITY
VS.
TOTAL
1.64
Liatcneri prr home
2.00
AREA
AREA
518.268
Total I.iMrlli-r
711.596
Difference in Liateneri PI 1 S 196,328
TIME
AREA
CITY
Percent of Iliff. I
PI 1 S :t7.8°0
6 OO AM
1.72
1.51
7.00
BOO
1.75 1.63
1.78
1.62
PROJECTING
CITY KICl RES TO AREA
7:00-8:00 P.M.
HONDAY.FRIDAY
li 11 II
TOTAL AREA
1 If. 1 RES
9 OO
IOOO IIOO
1.49 1.42 1.43
1.33 1.30 1.31
19.6
Home using radio
23.8
12:00
1.49
1.33
279,006
Radio llonie
338.793
1 :00 PM
1.42
1.27
1.80
Li-lener prr Home
1.88
200
1.39
1.24
502.210
Total Listener*
636.930
3:00
1.50
1.38
Differenee in Listener* PLUS 1 I 1.720
4:00
1.52
1.39
Percrnt difference in listeners
PLUS 26.8%
5:00
1.54
1.56
6:00
2.00
1.64
THE MARGIN OK ERROR IN
PROJK 1 INC
7:00
1.88
1.80
Cm ROMES-USING-RADIO"
K.I RES TO
8:00
1.90
1.82
THE TOTAL ARI \ MH SHORT
I 11 Wit
9:00
1.85
1.82
DIO AS A
MEDll'M Hi V> Ml (II
as 37.8%
10:00
1.89
1.74
11:00
1.57
1.55
DOES TELEVISION PENETRATION AFFECT THE CITY AREA TO A GREATER DEGREE THAN IT DOES THE TOTAL AREA?
The divergence between Homes-Using-Radio 'figures of the CITY AREA, and the TOTAL AREA from noon (where the major difference first begins to show) to 11:00 P.M. probably results from:
(a)— A difference in CITY AREA and TOTAL
AREA Listening Habits, (b) — The difference in Television saturation between the CITY AREA and the TOTAL AREA. The latest figures on Television sets in the TOTAL AREA I Broadcasting, April 6, 1953) shows from reports in the two cities that contain the three Television stations in Eastern New England:
Providence 284,000
Boston 1.029,151
TOTAL 1.313.151
These figures include sets in taverns, hotels, restaurants, in dealer and distributor inventories, and obsolescent sets, as well as those actually in operation in homes. According to Telepulse of Boston, conducted simultaneously with this Area survey, Television penetration in the CITY AREA is 71.3%.
Other available studies have shown that as you get away from CITY areas exposure to the visual medium decreases. Even if you apply the 71.3% penetration factor to the TOTAL AREA. 28.7% of the families do not have television . . . some 308.000 families. These 308.000 families to whom Television isn't available, and who are included in this TOTAL AREA survey are responsible for over a BILLION DOLLARS per year* in retail sales.
•Standard Rate and Data Service Consumer Market 1951-1952.