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V. RADIO NETWORK PATTERNS
1.
What size* audiences can an advertiser accumulate
A. With 10 7 Y2 -minute segments across-theboard during the day?
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Monday Tuesday
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Thursday
Helen Trent 2d Mrs. Burton
Nora Drake Road of Life
Ma Perkins 2d Mrs. Burton
Nora Drake Road of Life
Friday
Helen Trent Ma Perkins
Weekly unduplicated audience „. 8,764,000 Listeners
Weekly commercial minutes .. .42,374,000 Listener impressions
Weekly cost $19,896
Four-week unduplicated audience 1 5,1 1 0,000 Listeners
SOURCB: CBS Radio estimates, Uital audience based on Nielsen full network average audience, Jan. -Apr. 1957. AutoPlus included. Audience composition: Nielsen, Mar. -Apr. 1957.
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B. With two nighttime and one morning newsstrips in four weeks?
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Net Rating
18.7%
Unduplicated homes Average frequency
8,920,000
SOURCE: NRI, Jan. -Feb. 1956, ABC Radio, in-home only.
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3.4
C. With a complete weekend news package?
% total U.S. homes
24.1
% tv homes
20.5
% radio-only homes
38.9
SOURCE: NRI, Oct. 1956, all segments, network not identified, in-home only.
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D. With a typical daytime strip in four weeks?
Cume audience
Avg. per broadcast rating
13.9
2.4
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6,630,000
1,145,000
SOURCE: NRI, Jan.-Feb. 1957, network not identified, in-home only
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3.6
E. With a run-ofschedule plan during the day Monday through Friday?
Average rating per minute
No. of announcements per week (10 minutes, 10 30-seconds)
Gross weekly rating
Weekly cost
Home commercial impressions per week
Plus estimated 20% added by car radio
Cost-per-1,000 impressions
SOURCE: NRI, Feb. -Apr. 1957 (auto audience estimated), NBC Radio.
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•Charts above are not meant to be compared. Some figures are based on homes, others on listeners: some include auto listing. others do not, etc.
1.6
20
32
$10,063
15,264,000
18,317,000
550
212
TV AND RADIO BASICS