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SATURATION
i uritinued
'How the stations rolled out the red carpets," recalls Lynn Diamond of I. mil Mogul, "wlit'ii I started buying 20 or more spots a week for Rayco Seat Covers five years ago. At that time, the average client was buying three or five spots, and the saturation plan \\a> in its infancy.
"Today," she continues, "it has become something of a trick to find traffic availabilities, because this is the time a lot of clients want to saturate." For Rayco, however, this presents no big problem. They want no more than 10 announcements out of their 20 to 35 weekly in traffic hours. "We want to reach an audience at other times," Lynn explains.
"In another several weeks," says George Dietrich, sales manager for
NBC Spot Radio, "any saturation campaign must consist of 309? minimum at night. Daytime is selling out fast." This may be all to the good for the advertiser. True saturation, he points out, is an accumulation of impressions throughout the broadcast day.
"Saturation is the only way to buv radio economically," says Dick Pickett of Foote, Cone & Belding. "The universe of radio is limited to begin with and if you start restricting your campaign to only certain hours in a day, then you set up additional limits to your reach." Almost all buyers and sellers are unanimous in this feeling that saturation must touch all segments of the day.
Buyers and sellers are unanimous, too, in their feeling that the frequency
of announcements in a saturation campaign depends on the product problems and the campaign objectives. It also depends on the client budget and the sales expectancy.
Although the term "super-saturation" has been bandied about a good deal (with no one quite certain what "super" is), there is a growing feeling among some in the industry that beyond a given number of announcements per week per station there is a point of diminishing returns.
Adam Young Inc. has made just such a study, and on its findings have based its rate card which stops at 36 announcements per week. This rep firm's research found that when over 40 announcements a week are used for {Please turn to page 47)
Here's what it costs to buy saturation spot radio in 1957
General Saturation
Metropolitan Markets In Descending Order By Population Size Rank"'
12
iouncem< Weekly
First 5 $ 2,500
" 10 3,800
" 15 5,100
" 20 6,400
" 25 7,300
" 30 8,750
" 35 9,500
" 40 10,350
" 45 11,200
" 50 11,700
" 55 12,500
" 60 13,400
" 65 14,400
" 70 15,100
M 75 15,500
M 80 15,950
M 85 16,450
" 90 17,150
" 95 17,700
*' 100 18,250
Chart utesy of Joiin Blair Cc.
24
48
?6
Premium
Announcements
Announcements
Announcements
Time
Weekly
Weekly
Weekly
12-Plan
$ 4,500
$ 8,800
$ 17,250
$ 3,100
6,950
13,450
26,400
4,850
9,400
18,000
35,250
6,500
11,750
22,400
44,000
8,200
13,450
25,200
49,450
9,400
16,000
30,050 32,450
58,900 63,750
11,100
17,300
12,050
18,900
35,450
69,600
13,150
20,400
38,250
75,200
14,250
21,300
40,000
78,700
14,850
22,850
42,950
84,100
15,900
24,450
46,050
90,300
17,050
26,300
49,600
97,350
18,150
27,500
51,900
101,950
18,900
28,250
53,450
105,000
19,400
29,100
55,050
107,550
20,000
29,900
56,450
110,250
20,550
31,150
58,950
115,150
21,300
32,100
60,750
118,700
21,850
33,000
62,500
122,150
22,750
30
SPONSOR • 28 SEPTEMBER 1957