Sponsor (May-Aug 1958)

FALL FACTS BASICS INDEX continued SECTION 2 Radio ARTICLES Highlights and index .....page 55 Network radio: will its comeback continue? Reports from the networks on new developments in programs, lineups, advertisers and promotion; summary of agenc) and advertising questions about the medium; whj the future differs from the past page 56 Network radio questions and answers: the most Frequent!) asked questions with the answers in easy-toread form page 60 Radio station representatives, their headquarters addresses and telephone numbers and the stations they represent page 77 Spot radio status report. Questions and answers covering all new spot buying and selling developments as reported by agencies and reps page 78 Special-appeal radio: three majors — INegro, Spanish and farm. Summaries of the profitable markets available to advertisers in these minority groups with audience, station and sales data page 82 FM radio: a new boom of interest. National and regional trend in FM audiences, advertisers and stations page 86 BASICS Number of U. S. homes with radio; spread of radio home ownership page 109 Distribution of radio sets; radio station growth; distribution of sets in homes page 110 No. of radio sets produced; most popular types of radio receivers page 112 No. of homes reached by radio in week and by day part; audience composition by day parts page 114 In-home listening variations by hours of day; average daily radio usage by day part f jmge 116 Listening variation by county size and region; national listening figures by local time page 118 Listening changes throughout the year; in-home listening in tv homes; cumulative audience page 120 Percentage added to in-home listening by out-ofhome tune-in in 27 markets ._ page 122 Trend in out-of-home listening page 124 Listening levels in radio-only and tv-radio homes by day parts winter and summer listening page 126 Most popular radio programs in 10 cities page 128 Audiences accumulated with different shows _ page 130 Spot radio spending page 132 Spot radio vs. tv page 134 section 3 Television ARTICLES Highlights and index page 141 Network tv changes patterns. Survey of advertiser and agency executives conducted by sponsor page 142 Network tv: which shows will live through '59? W esterns and mystery-adventure series seems to have the edge on other program fare but situation comedies and half-hour comedy shows are returning page 144 Color tv: what makes mass circulation? Status of color stations and facilities, color commercials, interest on the pari of advertisers page 154 Spot tv budgets to go up next winter. Based on a 10-cit) aurve) of agencj executives page 158 Spot tv status report. New trends and developments in the buying procedure, costs, availabilities, predic tions for fall gains with reasons page 160 Television station representatives, their headquarters addresses and phone numbers, stations page 164 BASICS How tv saturation has grown; variation in set saturation; tv homes vs. radio homes I>age 177 Rate of set production; uhf set production; most popular tube sizes page 178 Number of tv stations planned; retailers selling tv and radio sets; viewing choices per home; how number of tv stations has grown page 182 The amount advertisers have spent in television between '50 and '57; where 1957 tv advertiser dollar went; the growth in spot tv spending page 184 TV AND RADIO BASICS