Sponsor (July-Dec 1954)

Record Details:

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;.ml talent. Program prices l<>r \h. Keen, which i alread) on tin air, and Life with Luigi are $1,340 and $1,500 pei quarter hour, respoi lively. Cli^ Radio is planning to bring back Stop the Music in 1 1 1« fall. Berl Parks will possibl) be m.c. The unusually interesting thing about it, however, i th.it it ma) be I ' 2 hours long and will be slotted between <'!:•»() and 9:30 p.m. on I uesda) s. \t least it \\ ill I"' iliat Ion 1! the (i :an be -"Id. Advertisers will 1m aide to buj the show in segments with tin price $2,000 per segment. Ilc»s€k;ir<*li Q. What's the big problem in network radio research? A. Our of the biggest, if not the biggest, i> to measure the extent of outof-home listening on a regular program basis. Q. Why is this particularly important? A. Because the amount of out-ofhome listening i increasing in absolute figures and relative to in-home listening. Most of this out-of-home listening i in automobiles — there are 29 million or more auto radios — and the networks consider other out-ofhome listening a factor, too. In a presentation now making the rounds of agencies and advertisers, CBS Radio points out that there are about 10 million batter) -operated portables and about 1*) million radios in public places. The problem of how to measure all this listening economically is a humdinger. Q. To what extent is out-ofhome listening increasing? A. Pulse lias been measuring out-ofhome listening locall) in an increasing ninnliei ol markets Eoi lour years. In those mat kets ' -ix ol them 1 where out-of-home listening ha been measured dm in those loin \ ears the in1 rease 1 '■-" i . \ a by-producl ol it < overage stud) in 1952, Nielsen found thai the average houi l\ amount ol out-of-home li-tening relative to in-home went from I I .'i' . dm inj the week to 14.89! on weekends. However, during a number ol hours the percent rose to from 25 to more than 30%. There 1 general agreement thai Bince l'.>.">2 the figures have gone up substantial!) . Q. What is the outlook for the measurement of out-of-home listening? A. As a by-product of it new local rating service, Nielsen i offering the network national auto radio -et-inuse figure b) quarter hours. These will be given as a percent of homeusing radio. These auto radio listening figures will also be available locally. There will be no breakdown b) programs, however. Auto listening data will he collected from Nielsen diaries (Audilogs) plus Recordimeters on auto radio-. These Recordimeters -how the amount of lime a radio or t\ -el i turned on but. unlike the Audimeter, do not -how station or channel listened to. The auto Recordimeler. unlike the home Recordimeter, will not lor obvious reasons buzz or light up periodical!) to remind ihe listener to fill in the diary. The networks and Nielsen are still dickering about this service and it is not known exactly when the information will first be available. One of the webs is reported close to signing up. Q. What new research is being done affecting network radio? A. Anxiouslv awaited are the re-ults of the BAB-four network radio and t\ set count. With the field work already completed by the Alfred Politz Research organization, results are now being tabulated and the figures are expected to be out by the end of this month. The stud) will have stature in advertising circles, having been validated by the Advertising Research Foundation. The Politz stud) did not go into actual listening but gathered complete information on all radio and t\ sets in and outside the home, where the) are located and how main each home ha-. Also expected to be released shortly, if it ha not alread) been released, are partial figures on Mutual's radio study. This Study, done In J. \. Ward. Inc.. not onl) < ounted radio ami t\ sets ami noted their locations but gathered material on listening ami viewing habits In quartet hours ol the da) . I 01 example, those interviewed were not only asked whether the) were listening to their radio or t\ -ets each 15 minutes but were asked what the) were doing. This will not onl) give a profile of famil) activit) all through the da) but will -how to what extent people listen to radio while doing something el-e. Mutual will not release all the data gathered in the studv hut will use some of it for -perific -ale pitches to clientami prospective clients. However, mosl of the broad results are expected to he made public. Q. What research data are the networks pitching at advertisers? A. Aside from pointing out the bonus of out-of-home listening, the networkare stressing such things as ill total amount of radio listening in the country, i2i the large unduplicated audiences a radio advertiser can gather over a period of time and 1 \ I the -till-large percent of non-tv home-. In its new general radio presentation CBS is stressing figures showing total in-home radio listening that Nielsen got together for the radio networks in March. The) show that 92' ! of all radio homes listen to radio sometime during the week. This is a weighted average of the 909< of tv homes that listen to radio during the week am the K)W , of radio-onl) home that listen. The figures also show that the average radio home listens 20 hours and 44 minutes each week and that 1I1 lit million people are listening during the average davtime minute and (2 1 13 million listen during the average nighttime minute. These figures are for in-home listening only. Thev cover the week of 7-13 M 1954 The large unduplicated radio audiences that an advertiser can gather through a single buv or a serie spot carrier bins i< another wav <>l saying that radio program audi' show a large turnover. Here i a sample of unduplicated audiences t half-hour once-a-week evening pro gram. Ihe figure are Nielsen's: The program averages a (>. 1 ratinj during a 12-week period with a hiiill of 8.0 and a low of l.'i. The av< number of home rea< hed each week i 2,982,000. Dunn the fir-t W( llii 12week period the pro reached 6.7^ of all radio home-. Th 260 SPONS0I