Sponsor (July-Dec 1954)

.1 week it reach* <l 5.9' i . Borne <>f whom heard the first broadcast, but in. ii | "l w bona didn't, i Since Nielsen has a fixed sample, ii can mea ure this (lupin ation. i \ total <>f 2.')' , of all radio 1 n >i 1 1« ■ represent new homes u hi< Ii did not heai the fii st pi ogram. Thus the unduplicated homes percentis 9.6 % "i all radio homes. I his unduplicated homes total continues rising. \i the end ol four weeks the unduplicated rating is I 1.5 or 6, 757,000 homes. \t the end of 12 weeks the unduplicated rating i 25.6' i of all radio home or 11,930,000 homes which have heard one or more program-. This audience accumulation is more marked on radio than on i\. The reason is that the average radio rating is lower than I lie average television ratin-. \ h program viewed l>\ !<•', of all the t\ homes obvioush cannot quadruple the number of different homes which tune in while a radio show with a rating of 6.4 has lots of room to do so. It should also be noted that unduplicated homes figures are not a measure of total home impressions. A tv America's No. 1 Negro Market WWRL has a larger audience in the 1,045,371 New York Negro Market than any other station — network or independent— according to Pulse Ratings. WWRL moves merchandise FAST — that's why: Carolina Rice Aunt Jemima Flour Tip Top Bread Carnation Milk Manischewitz Wine Camel Cigarettes Scott's Emulsion Lyd.a Pinkham Feenamint B J Headache Powders use WWRL to outsell all competition. Discover today how New York's Negro Market (greater than ALL of Boston, St. Louis or Pittsburgh) plus WWRL programs and merchandising can produce greater sales for you. Pulse Report on Request DEfcndcr 5-1600 In New York City at 5,000 Watts K1B program ma) show a slower rate of rise in unduplicated audience <>\er a period ol weeks but the probabilities are thai each home hit i hit more often than a comparable radio Bhow. Turning now to point No. 3 in th<first paragraph of this question: The radio networks have not been pushing too hard the point that ladio is the best wa) to reach non-t\ homes. \ the number of non-tv homes has been deon-a-in^ that sales argument has been losing it* force. The radio Stations and networks have been programing more and more to tv home-. Despite the decreasing number of radio-only homes there is -till a large number of them. NBC Radio is making a point of that in one of its newest sales presentations. I he presentation declares that an advertiser who uses network t\ must complement his television advertising for full national coverage. It points out that of the 47,500,000 U.S. homes b'.V ( have tv sets but only 40' l of U.S. homes have tv sets and are in the coverage areas of "the average 66-station evening television network." That leaves 51 ' < of U.S. homes uncovered, on the average. Even if every tv home is covered an advertiser' would miss 17.100.000 or 37', of all U.S. homes. However, to increase a tv network station lineup is often difficult, clearances being what they are. and. NBC sa\s, the mushrooming co?t is out of proportion to the gain in coverage. The presentation states: "When you increase I from I basic to full tv network, coverage (is) up 21 ' i and cost (is) up 50' < ." The presentation also compares network radio with four top national magazines and four top Sunday supplements in their ability to reach non-tv homes. It finds that the number of non-tv homes reached by these eight periodicals ranges from 1.251.000 to 3,843,000 per issue and compares this with the 17.100.000 non-tv homes which can be reached 1>\ radio. The presentation also torn lies on the amount of duplication between radio and t\ programs. Quoting a Nielsen stud) <>f 17 radio-ft program combinations, the presentation point out that the highest delivered audience duplication for an) combination was 4.3' i while the average duplication for all 17 wa l.'>' . \ a final inducement to prospective client \RU Radio offers "at no COSl to you, a complete Nielsen analysis (of) \our t\ advertising combined with a recommended complementary -< hedule." Network advertisers Q. Who's buying more of radio network advertising and who's buying less? A. \ comparison of 1MB indu try figures for the fir>t four months of this year vs. the corresponding period last year show-: 1. In three important categories there are increases in gross billu loi Boaps and cleansers, autos and accessories, gasoline and oil. In the case of the soaps and cleansers and gasoline and oil classifications the upward move in billings is a reversal of the 1953 trend. There are a variety of reasons for the increase in soap and cleanser business but the gas and oil increase seems clearly linked to the increased advertising for the new. higher octane auto fuels. The increase in auto advertising on the radio networks (from $2.0 to $3.4 million i is a continuation of last year's upward rise, a result of the keener competition in the busin Auto billings went from > 4 . 1 in 1952 to $8.0 million in 1953 on network radio, according to PIB. 2. In five important categories there were decreases in toiletries, drugs, food, tobacco and household equipment billing-. The first three categories are the most important in network radio from the standpoint of billings. The decline in food billings a a continuation of last year's trend. However. L953 PIB hillings for toiletries and drugs were above 1952. Q. What are some of the new radio network buys this year? A. ABU has attracted four clients new to network radio. They are < Paw Rubber Co.. which bought Modern Romances; Merit Greeting Card Co., which bought into the Marl n Block Show; Elsevier Press, which bought health talk h\ Carlton Fredericks, and Table Products Co.. a division of Safeway Stores, which bought \o School Today. ( Ux was quite successful in selling it Robert Q. Lewis Saturday morning show. whi<b began earh this \ear. 262 SPONSOR