Television digest with electronic reports (Jan-Dec 1954)

21-in. CONSOLE STILL LEADS ALL SALES: Even while the low-cost 17-in. sets are enjoying resurgence of demand — both as first and second sets in home (Vol. 10 :14-15) — fact remains that 21-in. receiver is still way out front as hottest seller. That's not as surprising as fact that both production and sales of 21-in. consoles are running far ahead of table models — this despite enormous publicity surrounding current heavy sales of 17-in. tables retailing as low as |140. RETMA estimates for first 2 months, which we've projected for year to date, indicate 21-in. category runs 80% of production. 77% of factory sales, and 75% of distributor sales ; and it's fair to assume that retail sales rate (figures unavailable) approximates distributors'. Of the total 21-in. production, 84% are consoles, 15% are table models, 1% combinations. Of factory sales, 85% are consoles. 14% tables. Of distributor sales, 86% are consoles, 13% tables. Philco for some months has been devoting entire production to 21in. RCA devotes 85-90% of output to 21-in. , though it plans to resume 17-in. ii: Other sizes are also doing all right. While 17-in. now total 15% of output, 17% of factory sales, 18% of distributor sales, it's noteworthy that 24-in. , once regarded as strictly de luxe item along with 27 & 30-in. , has been showing remarkable upturn lately. For example, RCA tells us 10% of its current production are 24-in. consoles, listing — and selling well, currently — at $395 in mahogany, $415 in blonde. Prospect is that more 24-in. models will be added to RCA's new line. Foreshadowing possible increased 24-in. output generally are reports of the tube makers indicating pickup in orders for that size from set manufacturers. Our projections of RETMA figures indicate 24-in. (virtually all consoles) thus far in 1954 accounted for 3% of total production. 5% of factory sales. 6% of distributor sales. It should be noted, however, that many of first quarter's 24-in. sales came out of inventory, for factory sales of 54,000 in the first 2 months were more than double the 25,000 produced. Distributor sales in same period were 64,000. Admiral also expressed "pleasant surprise" at movement of its 24-in. , which list at $400 & $500 in open-face, $535 in half-door. But spokesman declined comment on future production plans, hinting further information might be included in details of Admiral's expansion program (Vol. 10:15), expected to be released shortly. * * * if Buoyed by start of baseball season, set sales continued to maintain steady pace, though volume for full month of April is likely to show normal seasonal downturn — but perhaps less of a decline than in past years. Industry leaders say they are pleased with sales for this time of year, though still bemoaning lower profits. Regional differences in trade patterns continue, as always. May Electrical Merchandising Magazine tells how the South is "rising again" as fertile TV market, spurred by opening of new stations. It quotes R. P. McDavid & Co.. RCA Birmingham distributor, as having backlog of 500 orders for TVs, taking ads in newspapers to explain delivery delays. It reports "market on the march" again in Atlanta, and better-than-1953 business everywhere in South except Carolinas. * * * * TV production totaled 124.771 week ended April 9, top week so far this year, compared to 123,280 units preceding week and 124,343 week ended March 26. It was year's 14th week and first of second quarter, brought production for year to date to about 1,570,000, compared to 2,415,000 in corresponding period of 1953. Radio production totaled 198,461, compared to 180,726 week ended April 2 and 191,149 week before. It brought 14-week production to approximately 2,785,000, as against 4,135,000 in same period year ago. t 9