Sponsor (1956)

NCS ISSUES A REPORT LIKE THIS FOR EACH RADIO AND TV STATION In Green, Pa. table A KAAA Green, Pa. table B IARKET COVERAGE 1 NCS DAT-PART CIRCULATION OMIS BEACHED • DAY Oft NIGHT LISTENER HOMES, SEPARATELY. DAYllMt AND NIGHT TIME STATE TOTAL HOMES IN AREA MONTHLY COVIIAOI WIIKIT COVIIAOI STATE COUNTY RADIO HOMES IN AREA DAYTIMI li.lo,. Dork i NIOHTT1MI (AH.. Dark) OONTY HOMES Morket lnd« ■ HOMES Mo'hef nd,. WEEKLY DAILY WEEKLY DAILY BEACHED %Tot. %«adw BEACHED %T« %Bo<J>o NCS OBC % NCS CIBC % NCS OBC % NCS OBC % OHIO ON? 26,700 i.120 19 20 4,350 16 IT 8ELMONT 25.600 2.560 10 1.530 6 !.**> IS 2.560 10 E«SCN 28.100 3.520 13 13 2,980 11 11 JEFFERSON 27.100 2.710 10 1.350 5 1,620 6 540 2 54,800 6.640 7,330 52 . 700 5,270 2,880 5,»60 3. tOO LV4NU PENNSYLVANIA ■iHENY 4*6,200 115.260 25 26 93,090 20 21 ALLEGHENY 443,100 66,490 15 22.160 5 4... 330 10 26 . 590 6 ■ft 51,300 25.500 50 51 21,000 41 42 BEAVER 50,000 20,000 40 17,500 35 W.500 25 10,000 20 TTE 51,700 7,»30 14 15 5,450 11 11 FAYETTE 49,500 4,950 10 1.480 3 3,960 8 1.980 4 N 12,300 2,3*0 19 20 1.870 15 16 GREEN 11.700 230 2 LT 1 . T50 13 930 8 MET 22,300 3.600 16 17 2,760 12 13 SOMERSET 21,200 2.420 11 1.210 6 1,010 5 000 4 INSTON 60. «00 14,650 24 25 12,890 21 22 WASHINGTON 58,600 11,720 20 <1,960 17 6,4*0 11 5,270 9 WOE LAND 90,300 26,070 29 30 22,590 25 26 WESTMORELAND 86,900 20,850 24 13.030 15 10,420 12 8,690 10 744 , 700 194,850 159,650 721,200 126,660 65,340 80,410 54 , 260 NO MARYLANO 5ANT • 27,000 6,890 26 27 5,610 21 22 ALLEGANY • 25,500 5,100 20 3,820 15 2.550 10 1 ,T80 T I TT • 5,200 1,240 24 27 1,010 19 22 GARRETT • 4,600 920 20 690 15 460 10 320 7 32,200 8.130 6,620 30,100 6.020 4,510 3,010 2,100 IROINIA WEST VIRGINIA « • 7,000 1 .020 15 15 820 12. 12 BROOKE • 6,800 680 10 470 7 540 8 270 4 0« • 9,000 1.320 15 15 1,060 12 12 HANCOCK • 8,800 880 10 61" 7 700 8 350 4 ISON 22,900 5.130 22 23 4,240 19 19 HARRISON 22,300 3.340 15 1,560 7 2.230 10 1,330 6 ON 20,000 1.940 10 10 1,360 7 7 MARION 19.400 1.160 6 770 4 380 2 LT HALL 9.200 1.250 14 14 800 9 9 MARSHALL 8,900 E20 7 530 6 350 4 260 3 MALI* 16,000 3,430 21 22 2,810 18 18 MONONGALIA 15,600 1,560 10 1.400 9 2.340 15 1,710 11 23.000 . 16,880 73 75 14,180 62 63 OHIO 22,500 9 , 000 40 6,750 30 9.000 40 6.750 30 SANTS • 1.600 150 9 10 120 8 8 PLEASANTS • 1.500 90 6 60 4 70 5 40 3 TON • 7.500 730 10 10 580 8 8 PRESTON • 7,300 430 6 290 4 360 5 210 3 1IE • 3,000 290 10 10 230 8 8 RICHIE • 2,900 170 6 110 4 140 6 80 3 M • ♦ ,500 440 10 10 350 8 8 TAYLOR • 4.400 260 6 170 4 220 5 130 » t • 2,600 250 10 10 200 8 6 TYLER • 2,500 150 6 100 4 120 5 70 3 !L • 4,900 460 9 10 370 8 8 WETZEL • 4,600 270 6 180 4 230 5 130 1 131,200 33,290 27,120 127.500 18,610 13.000 16.680 11,330 H 962,900 244.910 200,720 TOTAL 931,500 156,560 85,730 105.560 70,790 MONTHLY data indicates the "outer reach of a station's coverage." Its chief value i .i a yardstick for inter-media comparisons, nut a i"<>] for choice of station DAYTIME information pinpoints each station's circulation on aweekrj and daily basis, before 6:00 p.m. 'f'li i~ data ran help buyers compare station coverage in specific areas NIGHTTIME circulation of a station ran differ material!} from daytime coverage. Breakdown before and after 6:00 p.m. helps buyers chose according to campaign aims The remaining counties were polled \ia written questionnaires that duplicated the procedure in the persona] interviews. Q. Hon does this NCS radio-tv i irculation information compare with UiC information on newspaper and magazine circulation? A. The Audit Bureau of Circulation shows purchase, not readership of -[indie newspapers and <>r magazine-. In other words. \BC figures represent the number of people who Inn a particular newspaper or magazine, not the people who read it. The NCS circulation figures -how how mam homes in each county are actually reached • luring given periods bj specific radio and or t\ stations. Q. Wluil information does NCS No. 2 pro ride about each station? A. NCS No. 2 provides individual reports for each radio and tv station in the county. Broadly, each report gives market coverage data and NCS daypart circulation. There will also be area summaries and network reports. Here's what the reports on individual stations include: 1. Market coverage data: Basicalh. this section shows the number of homes in each county and the number of receiver (radio and tv) homes. Also, NCS shows the percentage of total home in each countv that an individual station reaches and the percentage of receiver homes reached. The first figure (percentage of total homes) makes it possible for admen to draw broad inter-media conclusions, measuring radio versus t\ or l\ against newspapers, magazines. The percentage of receiver homes a station reaches makes it possihle for ARTICLE IN BRIEF Main uses of NCS No. 2 are to guide timebuyers' choice of stations; relate radio-tv budgets to sales areas; aid inter-media comparisons. Penetration figures, based on 140,000 families, show station coverage, not program popularity on monthly to daily base timebuyers to determine how thai station compares in a particular count) with other stations. Both sets of percentage figures are given on a monthly and on a weekl) basis. 2. VCS day-part circulation: Vgain, NCS gives the information for each countv in which a Malum ha an\ audience whatsoever. It lists the numbei ol radio or t\ homes in the countv, the number of home a station reaches weekl) and dailj during the daytime, .mil what percentage of the receive] homes this penetration represents. \i S shows comparable figures tor night' time. Q. What use 'mi advertisers and agencies ma/.c <w \( >' No. 2 data? A. Ad managers will be aide to allocate advertising budgets more aci in atelj based on < J i — I ■ ihution area <>i dealer districts. I!\ studying the county-by-count) Listening and viewing pattern revealed in the report, the) will have a yardstick for determining where radio-t\ spending would he most efficient. The co\era^e data will also Sl>0\-<u; I mi i miser 1956 37