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RADIO SPENDING, COSTS
4. What's the trend in day and night spot rates?
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YEAR
1946 1950 1951 1952 1953 1954 1955 1956 1957
1946 =: 100.0
DAYTIME
100.0 126.9 132.3 133.9 133.6 132.7 124.8 116.7 119.7
NICHTTIME
100.0 128.3
129.9
62.6 60.0
YEAR
1946 1950 1951 1952 1953 1954 1955 1956 1957
1950 = : 100.0
DAYTIME
78.8 100.0 104.2 105.6 105.3 104.6
93.8
92.0
93.9
NICHTTIME
78.0 100.0
101.2
48.8 46.4
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Prepared by The Katz Agency, this data shows rate data on Katz radio stations as of 1 January each year. The figures are based on a schedule of 12 one-minute announcements for 13 weeks. Daytime rates are those that apply for the most hours between 8:00 a.m. and 6:00 p.m. Nighttime rates are those that apply for the most hours between 7:00 and 10:00 p.m. Thus, trends for prime time rates are not covered here.
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5.
How can spot costs be calculated?
The need among agencies for quick methods of estimating spot campaign costs has led to a variety of prepared estimators, usually put out by reps. The SRA and Peters, Griffin, Woodward have put out spot radio estimators in the past and The Katz Agency and Blair Tv put out spot tv estimators regularly. John Blair and Co. added to this list a new spot radio calculator emphasizing the saturation aspects of the medium rather than the unrealistic gross (one-time) rates. The calculator provides costs for campaigns involving one station per market in up to the top 100 markets. A new wrinkle is the inclusion of costs in premium time, which, in the case of the stations covered, embraces 6:00 or 7:00 to 9:00 a.m. and 4:00 to 6:00 p.m. Cumulative figures are given by groups of five markets ranked by population data according to Sales Management. All costs given are for 52-week campaigns, cover Blair stations in markets where there is one. Stations in nonBlair markets were picked by a group of media buyers from four agencies. Rates are based on January 1957 SRDS book. The Blair calculator is reproduced here.
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NUMBER OF ANNOUNCEMENTS WEEKLY
PREMIUM =
MARKETS*
12
24
48
96
12 PL A N
First 5 '
$ 2,500
$ 4,500
$ 8,800
$ 17,250
$ 3,100
" 10 ..
3,800
6,950
13,450
26,400
4,850
" 15
5,100
9,400
18,000
35,250
6,500
" 20
6,400
11,750
22,400
44,000
8,200
" 25
7,300
13,450
25,200
49,450
9,400
" 30 _
8,750
16,000
30,050
58,900
11,100
" 35
9,500
17,300
32,450
63,750
12,050
" 40
10,350
18,900
35,450
69,600
13,150
" 45
11,200
20,400
38,250
75,200
14,250
" 50 .
11,700
21,300
40,000
78,700
14,850
" 55 .
12,500
22,850
42,950
84,100
15,900
" 60 .
13,400
24,450
46,050
90,300
17,050
" 65
14,400
26,300
49,600
97,350
18.150
" 70 .
15,100
27,500
51,900
101,950
18,900
"75
15,500
28,250
53,450
105,000
19,400
" 80
15,950
29,100
55,050
107,550
20,000
" 85
16,450
29,900
56,450
110,250
20,550
" 90 _
17,150
31,150
58,950
115,150
21,300
" 95 ... .
17,700
32,100
60,750
1 18,700
21,850
"100
18,250
33,000
62,500
122,150
22,750
•In descending order by population size rank. "52-week order,
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TV AND RADIO BASICS