Sponsor (Jan-June 1954)

Sales represents a leading radio outlet. According to the CBS study, there was an increase of 25.3% over-all in the total number of radio sets sold (to dealers I between 1953 and 1952 in the 14 markets. The total figures: 3,849,169 for 1953 as against 3,070,948 sets in 1952, including both auto and home sets (see 25 January 1954 article, page 30 ) . However, the increase in auto sets alone was striking. Between 1952 and 1953 dealer orders for car radio sets in the 14 CBS spot markets went from 990,164 up to 1,342,065 per year— an increase of 36.5%. (As might be expected, the increase in the number of radio-equipped cars on the roads has meant a series of striking changes in the weekend radio program philosophy of both networks and local stations. For details of these new programs and a discussion of the latest trends in weekend radio programing see Part II of this study which will appear in the 28 June 1954 issue of SPONSOR.) Other weekend factors: In addition to the substantial amount of inhome audience, the greater number of listeners-per-set, the increased amount of out-of-home listening and the boom in auto radios, there are several other factors worth noting about weekend radio: .1 . Weekends are the time to reach men and women just after they've collected their weekly pay checks and envelopes. A study prepared a few seasons ago for the National Industrial Conference Board, and quoted in a 1951 Petry study called The Pay-off's on the Day Off, showed that 52', of the nation's salary earners and 70' < of the wage earners are paid on Friday. Most of these families proceed to do the bulk of their weekend food, drug and household shopping on Saturdays, often commuting to the markets in their cars. And, there's a decided trend toward the huge "shopping center" in the suburbs where families can shop for all their weekly needs and have no difficulty parking their cars. 2. You can reach more men per 1.000 homes with radio on weekends than you can during the week — often at considerably less expense. Last season, an 18-market Pulse study for the Katz agency showed that the peak pe riod I'M the entire week in male radio listening was not weekday morning* but Sunday nights at 8:00 p.m. Ilii weekend time slot attracts 48' ,' more male listeners than does the Mondaythrough-I* rida\ 7:00 a.m. slot. 3. You can reach almost as man) women in terms of sheer numbers with weekend radio as you can with radio during the week. The Pulse stud) mentioned above also showed thai the number of women listening to radio on Sunday nights (8:00-9:00 p.m. i was 90% of the number tuning to radio during the week at the peak listening period of 10:00-11:00 a.m. In addition, there are several million working women and career girls who cannot be reached during the usual working week with radio, and who are available for the most part only on weekends. Food, drug, toiletry, cosmetic and other advertisers who appeal largely to women with their radio commercials, however, seldom attempt to build weekend radio schedules. *** Part II of "Weekend Radio" in the 28 June issue will explore weekend programing on local stations and the networks. Article will he based on an extensive survey of network officials, researchers, reps and station executives. SELF-POWERED AUDIENCE APPEAL Ellery Queen is a magnet that literally pulls audiences out of thin air— regardless of market . . . regaidless of type or popularity of the programs which precede it. Here's the record written on a small DuMont hookup as reported by Videodex in 1951. In New York in June, it won a 16.9 rating —30 times the rating of the preceding musical variety. In Cleveland, in October, Queen's 41.8 was more than double the "inheritance" from a leading comedy show. In Washington, in February, it's rating of 25.9 was 12 times that of the preceding mystery. These records are the assurance of big audiences, fast, for the sponsors of THE ADVENTURES OF ELLERY QUEEN This is a new first-run series of half-hour programs specially filmed for television. It's a series that will write a brilliant new chapter in the success story Ellery Queen has established in its rich 25-year existence— in print ... in the movies ... on the radio and in TV. This is a show that can't miss . . . it's a show you don't want to miss. For full details, call, write, or wire. starring HUGH MARLOWE tefevis l°n Program. f477 MADl S0N MENUE 'of 1846 »■ «»«NGrB7v;NE„wnvoR^TT ■ "OUVWOD 38. C„.,F. ■ 14 JUNE 1954 99