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TELEVISION SPENDING, COSTS
14. What does it cost to use I.D.'s?
Put together by TvB, the chart below on I.D. costs represents part of the findings of a special spot tv study. Costs below are based on the highest rate station in each market but special announcement packages are not included. Audiences are projected from Nielsen Audimeter homes during the 11-15 February 1957 week. All time periods listed in the fourth column are local except 11:30 p.m., which is 10:30 p.m. in the Pacific zone.
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If you spend
this much money
per week
$ 4,729 5,007 5,292
5,995
6,322
6,333
6,662
6,958
7,340
7,448
7,905
9,090
9,469
11,148
11,825
12,156
12,261
13,200
14,158
14,211
14,679
14,978
15,516
15,536
16,414
16.448
17,374
18,102
18,408
18.439
19,110
21,258
21,500
22,458
28.849
31.961
33.739
37.788
39.606
44.352
46,348
52.039
Cost-per-1,000 "sales call'
You can deliver this many sales calls per week
4,008,600
5,116,900
6,539,500
4,621,700
6,787,100
6,217,300
7,305,900
5,262,300
6,822,500
8,913,200
8,347,300
9,007,600
9,196,200
10,603,100
12,112,300
10,563,800
15,044,000
11,082,600
12,320,600
12,167,300
16,058,000
15,327,000
17,119,100
16,144,400
13,016,200
12,917,900
17,095,500
20,428,100
14,336,600
17,897,200
18,750,000
19,595,000
20,384,900
25,089,100
28,802,900
25,820,100
33,546,500
35,692,300
30,913,400
33,974,900
42,915,600
48,610,200
In this
many top
markers
50
50
50
75
50
75
75
100
100
100
75
100
50
50
50
75
50
50
75
100
50
75
75
50
75
100
100
100
100
75
75
100
100
50
75
50
100
50
75
100
75
100
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data for users of spot tv
At
this time
of day
10:30 a.m.
12:30 p.m.
4:30 p.m.
10:30 a.m.
1 1 :30 p.m.
12:30 p.m.
4:30 p.m.
10:30 a.m.
12:30 p.m.
4:30 p.m.
11:30 p.m.
11:30 p.m.
6:30 p.m.
10:30 a.m.
12:30 p.m.
6:30 p.m.
4:30 p.m.
10:30 p.m.
10:30 a.m.
6:30 p.m.
11:30 p.m.
12:30 p.m.
4:30 p.m.
8:30 p.m.
10:30 p.m.
10:30 a.m.
12:30 p.m.
4:30 p.m.
10:30 p.m.
11:30 p.m.
8:30 p.m.
11:30 p.m.
10:30 p.m.
6:30 p.m.
6:30 p.m.
10:30 p.m.
6:30 p.m.
8:30 p.m.
10:30 p.m.
10:30 p.m.
8:30 p.m.
8:30 p.m
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I.D.'s on 13-week basis COST-PER-1 ,000 SALES CALLS
On these days of the week
All
television
Homes
M&F(2)
$1.18
M&F(2)
.98
M&F(2)
.81
M&F(2)
1.30
M&F(2)
.93
M&F(2)
1.02
M&F(2)
.91
M&F(2)
1.32
M&F(2)
1.08
M&F(2)
.87
M&F(2)
.95
M&F(2)
1.01
M&F(2)
1.03
M-F (5)
1.05
M-F (5)
.98
M&F(2)
1.15
M-F (5)
.82
M&F(2)
1.19
M-F (5)
1.15
M&F(2)
1.17
M-F (5)
.91
M-F (5)
.98
M-F (5)
.91
M&F(2)
.96
M&F(2)
1.26
M-F (5)
1.27
M-F (5)
1.02
M-F (5)
.89
M&F(2)
1.28
M-F (5)
1.03
M&F(2)
1.02
M-F (5)
1.08
M&F(2)
1.05
M-F (5)
.90
M-F (5)
1.00
M-F (5)
1.24
M-F (5)
1.01
M-F (5)
1.06
M-F (5)
1.28
M-F (5)
1.31
M-F (5)
1.C8
M-F (5)
1.07
Youngest
Housewife
Homes
$3.30
2.88
1.79
3.85
3.43
2.99
2.11
4.11
3.24
2.34
3.68
3.88
3.64
3.19
2.80
4.35
1.90
5.05
3.53
4.47
3.14
2.84
2.18
3.50
5.31
3.71
3.14
2.38
5.52
3.45
4.03
3.76
3.97
3.19
3.63
4.69
3.91
3.84
5.08
5.20
4.08
4.33
Largest Family Homes
$3.50
4.07
2.83
3.82
2.93
4.51
3.01
4.14
4.81
3.23
3.31
3.57
4.43
3.10
3.91
5.09
2.57
4.29
3.38
5.03
3.01
4.40
2.90
3.44
3.86
3.76
4.83
o
Illllllll
4.54
3.25
3.46
3.57
CA5 Illllllll
3.79
3.90
Illllllll
Illllllll
3.91
4.41
4.47
3.82
4.07
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104
TV AND RADIO BASICS