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VI. RADIO SPENDING, COSTS
1. How much have advertisers spent for spot radio time?
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1949
1950
$108,314,507 $118,823,880
1951 $119,559,000
1952
1953
1954
1955
$123,658,000 $129,605,000 $120,168,000 $120,393,000
1956 $149,921,000
Figures above relate lo station income from time sales agencies. Source of all figures is FCC, except for 1956, only, after rate discounts but before commissions to reps, -which comes from the Station Representatives Association.
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2,
What are gross daytime costs of spot radio?
Total gross daytime costs by station groups
Station
Station
Places
Population Groups
30-Min.
15-Min.
1-Min.
Break
41
500,000 and over
$6,649
$4,379
$1,922
$1,528
47
250,000 to 499,999
3,787
2,426
877
742
92
100,000 to 249,999
4,996
3.248
1.053
1.074
33 (Est.)
50,000 to 99,999
1.217
810
260
227
155 (Est.)
25,000 to 49,999
5,443
3.322
973
850
100 (Est.)
under 25,000
28,013
17.558
4.896
4.132
The dollar figures above are totals for each station group. They are based on one-time rate for the highest-cost station in each market. Nighttime rates are substantially
the same. Data which comes from SRA, is based on April 1957 rates. A comparison with April 1956 showed rates up about 10% for the first three groups, 1% for the others.
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3.
What's the ratio between night and day spot radio rates?
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Ratio of Nighttime to Daytime Rates
1946 1.76
1950 1.78
1952 1.70
1956 .94
1957 88
Continuing study of spot radio rates by the Katz Agency of its represented stations shows that nighttime rates are now. on the average, 12% lower than daytime rates. Between 1916 and 1950 there was an almost parallel increase in both daytime and nighttime rates. Between 1950 and 1952, there was a slight increase in daytime rates with nighttime rates remaining relatively static. Between 1952 and 1956, daytime rates declined 13% but nighttime rates were cut in half. Since last year daytime rates have gone up slightly and nighttime rates down slightly. Rates shown here are for 12 announcements weekly for 13 weeks as of 1 January each year. Day rates are those for most hours between 8:00 a.m. and 6:00 p.m.: night for most hours between 7:00 and 10:00 p.m., thus do not include premium time rates.
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I \ \\l) RADIO BASICS