Sponsor (Sept-Dec 1958)

Another conclusion drawn from the survey was that the "varied program" stations are also considered more reliable as a source of information than the "music-and-news" group by nearly a two to one margin. Some of the questions asked by Pulse interviewers that elicited such data as was reported were: (1) People listen to a radio station because they themselves want to listen to that station or because someone else in the house wants to ... Do you generally listen to (specific station) because someone else wants to or you want to? (2) Do you generally listen to this station for information, for entertainment or for both information and entertainment? (3) People generally listen to radio stations in two ways — either attentively or casually. Do you generally listen (to station X) attentively or casually? (4) If you heard conflicting reports of the same incident on different radio stations, which would you believe ? The data contained in the report were collected by the traditional Pulse method of personal interviews in the home. The survey, which took place during last March and April, was not conducted, however, along with any regular Pulse survey. Each interview covered the housewife's activity for a 24-hour period starting at 6 p.m. the previous night and continuing to 6 p.m. on the night of the interview. "Until this time, an advertiser could only guess at the advantage of a station's program format offered in terms of advertising effectiveness," sa\s Robert J. Leder, vice president and general manager of WOR. Why was this survey directed specifically at the housewives? The answer is easy: There is hardly a family purchase made which she does not influence; in most purchases, she is the final, if not sole decision maker. This was demonstrated rather conclusively last spring by a CBS Radio Spot Sales presentation (See "All about women," SPONSOR 17 May). This showed that the distaff side influences 92% of all grocery purchases, 79% of all family auto purchases, 85% of all family budget expenditures. Women own 65% of the nation's private wealth and hold 65% of all accounts in mutual savings banks. Thev own $100 billion worth of stocks; of nearly 62 million women over 14, one out of three work and earn an estimated total of $42 billion. ^ 20 DECEMBER 1958 PARTI-DAY TOPS TOPPINGS 8 TH WEEK • • .^^-.s>^p^, OF A '.~ "*■ 26-WEEK „__ TEST SALES BOX SCORE !6-31 Oct 580 cases 1-15 Nov 1450 cases l.S-30 Nov 370 cases Shipments to wholesalers in 80-mile area around Green Bay, Wis. Area beginning start of daytime tv test WESTERN UNION TELEGRAM [M GUA311 PD NL=3^EENBAY WIS 8= SPONSORI *0 EAST 4 9TH ST HyK= MADE AREA TELEPHONE SURVEY TODAY OF SUPER MARKET MANAGERS WHO CARRIED PARTJ-DAY PRIOR TO TELEVISIOIJ CAMPAIGN. THESE MANAGERS NOW, Wl THOUT SI flGLE EXCEPTIOfl STATE PARTI-DAY THEIR LEAD I KG SELLER AUOUQ TOPPINGS, WITH SALES INCREASES FROM 200 TO 400 PERCENT* ALL REPORTED REPEAT BUSINESS EXCELLENT, WITH CHILDREN'S INFLUErjCE TREMENDOUS FACTOR_ ROBERT PARKER MARKETING UGR WBAY-TV= I bis week's news from Green Bay, Wisconsin, throws into sharp focus some important highlights about PartiDay's 26-week test of daytime tv spots. Parti-Day had been in the Green Bay area for six months before the tv schedule began over WBAY-TV. Distribution was spotty (less than 10% of stores). Retail sales were sluggish. And competitive dessert toppings, led by Hershey's, pretty much owned the market. Among the brands which Parti-Day has had to battle are Ann Page, Johnston, Snirkle's, Sifer's, Elmer's, Marshmal-o, Kidd's, Towne Pride, Smucker's, FlavoRite, Morning Glory, and Topp's. Bob Parker's wire (above) shows clearly that Parti-Day has gained steadily in consumer preference. So far no retail sales figures are available but Parti-Day shipments to wholesalers in the 80-miIe area around Green Bay showed a healthy 2400 cases in the first 45 days following the start of the tv spot schedule. Next week's sponsor story will carry wholesale figures for the period 1 December-1.5 December. ^ The test in a nutshell Product: Parti-Day Toppings Market: 80 mile area around G] Bay, Wisconsin Media : Day tv spots only Schedule: 10 spots weekly Length : 26 weeks— fn Commercials: Live, o Budget: 19.980 compl, 15