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III. RADIO LISTENING HABITS
1.
How does radio listening change through the year?
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Average hours of in-home listening per home per day, 1956
Jan.
Feb.
Mar.Apr.
MayJune
JulyAug.
Sept.Oct.
Nov.Dec.
Radio-tv homes
1.84
1.87
1.89
1.69
1.83
1.87
Radio-only homes
3.65
3.59
2.90
3.05
3.08
3.49
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2.
What's the trend in radio in-home listening in tv homes?
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1.71
1.83 1.83
1.82
1.69
As Nielsen figures to left show, listening hours in tv homes have risen slightly in recent years. The percentage increase indicated is equal to about six minutes daily. These figures indicate stability rather than change, show pattern of future
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1952 1953 1954 1955 1956
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3.
How does radio's audience accumulate?
In-home listening, Monday-through-Friday, 9:00 a.m.-Noon
% U. S. radio homes
Audience
during average
day
Homes reached (M
on on.
one -Fri.
or more days 1
During average minute
15.7
At aver
any time in age single hour
23.3
At 3-h
any time in our day-part
35.7
In average single hour
45.6
In 3-hour day-part
58.6
0.67
1.32
1.72
4.02
Avg. hrs. listening per home reached
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Taken from a special analysis of the weekly radio and tv audience done by A. C. Nielsen during the week of 4-10 March 1956, these figures, though more than a year old,
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are still valid and illustrate there is more than one way to look at radio audience data. Specifically, the figures illustrate the cumulation of radio listening in three-hour span
TV AND RADIO BASICS