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TV Sel Distribution Updated: Insatiable demand of TV industry for fresh circulation figures was met again last week by Advertising Research Foundation and Nielsen in form of county-by-county set distribution estimates as of March 1958. Full tables won’t be released to public until Sept. 15 or shortly thereafter — but whole report has gone to all members of ARF and Nielsen subscribers, plus underwriters of the report — NAB, TvB and the 3 networks.
Current report shows 84% of nation’s households have TV — 42,400,000 out of 50,540,000. This compares with 72.8% two years ago — 35,495,330 out of 48,784,600. Regionally, West showed greatest increase, 17%; South, 13.5%. Northeast and North Central sections maintain highest saturation— 90% and 88%, respectively, i Only portion released for publication now is a state-by
I state and regional breakdown. It’s repi’oduced in next column, with comparable breakdown of previous report, which was as of March 1956. In Sept. 1956, we reprinted entire county-by-county breakdown as a 10-pp. Special Report — copies of which are still available (at $1 each).
Data is derived from Census Bureau’s broad estimates — U. S. and regional only, which showed 83% of U. S. households TV-equipped as of Jan. 1958 (Vol. 14:15). ARF has taken Nielsen’s subsequent surveys and the Census report, calculated estimates in the current report. It covers most of nation’s 3073 counties individually, presenting the remainder in “clusters.” It includes a “Table of Standard Errors,” indicating probable deviation from results obtainable by a complete census.
NBC’s Share-Cost Plan: “Rather good response” by sponsors and station affiliates to new “3-for-l” fall program promotion plan was reported this week by NBC-TV, which proposes that all share cost of newspaper curtainraiser ads in 60-100 markets. Spokesman for network, confirming trade rumors that plan was in works, told us I that commitments for 16-18 ads (% paid for each by sponsor, station, NBC-TV) already have been signed, that I “almost every client” approached so far agreed to pai ticiI pate. NBC-TV assumes all program promotion costs for 0-&-0 stations.
Canada’s Bureau of Broadcast Measurement has I elected George S. Bertram, adv. director of Swift Canadian I Co. Ltd., as its 3rd president in 15 years; also named Ross I A. McCreath, All-Canada Radio & TV Ltd., v.p.; Frederick L. Wood, General Foods Ltd., director. Reappointed as chairman of research & development was T. Ralph Hart, Spitzer & Mills Ltd. Charles L. Hoffman continues as BBM exec. v.p.
TV staging & production costs are covered in Advertising Dndget & Cost Control, published recently by Assn, of National Advertisers, 155 E. 44th St., N. Y., as Vol. IV I of 7-vol. AdveHising Management Guidebook series. First I 5 books in series will be made available to non-ANA memf bers following publication soon of Vol. V, Agency Relations.
“Spot TV Advertising Cost Summary No. 23,” for quick estimating of spot costs in 1 to 242 markets, plus formulas for estimated spot budgets, has been issued by The Katz Agency.
NTA names foreign reps: David Yaffa, Yaffa Syndicate, Sydney, Australia; Akim Shimizu, Pacific TV Corp., Tokyo; Felipe Ysmacl, Manila, Philippines.
TV Ownership by Regions and States
(1958 vs. 1956)
Third Nielsen Coverage Service Report
Released by Advertising Research Foundation
SPRING 1958
Total
TV
%
Total
TV
%
Homes
Homes
TV
Homes
Homes
TV
NORTHEAST .
12,863,800
11,599,870
90
12,859,800
10,548,160
82.0
New England
2,917,900
2,634,880
90
2,949,800
2,374,400
80.5
Conn.
692,600
627,930
91
688,800
565.490
82.1
Me.
259,400
226,950
87
263,200
188,510
71.6
Mass
1,449,400
1,31£,920
91
1,474,200
1,212,460
82.2
N. H
165,900
147,470
89
164,200
124,510
75.8
R. I
245,300
224,190
91
249,800
213,390
85.4
Vt
105,300
89,420
85
109,600
70,040
63.9
Middle Atlantic
9,945,900
8,964,990
90
9,910,000
8,173,760
82.5
N. J
1,685,600
1,535,310
91
1,672,100
1,404,970
84.0
N. Y
5,012,600
4,526,020
90
5,011,400
4,139,470
82.6
Pa
3,247,700
2,903,660
89
3,226,500
2,629,320
81.5
NORTH CENTRAL .
15,154,900
13,294,940
88
14,816,100
11,630,760
78.5
East North Central ....
10.549,500
9,483,240
90
10,232,500
8,463,740
82.7
Ill
2,992,800
2,683,800
90
2,983,300
2,445,000
82.0
Ind.
1,376,000
1,223,380
89
1,348,000
1,073,630
79.6
Mich.
2,266,400
2,042,580
90
2,148,000
1,805,000
84.0
Ohio
2,802,000
2,561,850
91
2,670,500
2,328,000
87.2
Wis.
1,112,300
971,630
87
1,082,700
812,110
75.0
West North Central
4,605,400
3,811,700
83
4,583,600
3,167,020
69.1
Iowa
834,000
734,600
88
830,600
635,180
76.5
Kan.
673,400
530,800
79
688,900
435,330
63.2
Minn.
956,600
805,170
84
929,200
661,450
71.2
Mo.
1,341,400
1,153,150
86
1.332,500
973,720
73.1
Nebr. .
432,800
349,200
81
433,100
290,390
67.0
N. D.
170,300
115,540
68
169,900
84,400
49.7
S. D
196,900
123,240
63
199,400
86,550
43.4
SOUTH
14,423,800
10,817,410
75
13,723,000
8,440,010
61.5
South Atlantic ..
6,597,300
5,117,690
78
6,179,800
4,030,450
65.2
Del.
120,100
108,030
90
108,300
92,960
85.8
D. C.
246,800
221,500
90
253,000
209,990
83.0
Fla
1,226,700
946,380
77
1,089,900
687,440
63.1
Ga. .
998,100
743,320
74
948,900
584,880
61.6
Md
823,100
716,260
87
748,700
607,820
81.2
N. C.
1,097,600
811,440
74
1,041,200
620,290
59.6
S. C.
586,900
423.090
72
559,500
308,190
55.1
Va
983,200
765,170
78
927,900
614,850
66.3
W. Va
514,800
382,500
74
502,400
304,030
60.5
East South Central
3,159,700
2,178,060
69
3,072,700
1,655,700
53.9
Ala.
829,500
589,250
71
803,200
444,070
55.3
Ky.
831,500
584,090
70
811,900
463,810
57.1
Miss.
557,600
315,240
57
558,600
211,820
37.9
Tenn.
941,100
689,480
73
899,000
536,000
59.6
West South Central
4,666.800
3,521,660
75
4,470,500
2,753,860
61.6
Ark.
496,300
327,740
66
509,600
234,610
46.0
La
845,400
630,570
75
804,400
488,110
60.7
Okla. _.. .
674,500
525,170
78
668,500
444,930
66.6
Tex
2,650,600
2,038,180
77
2.438,000
1,586,210
63.8
WEST
8,097,500
6,687,830
83
7,385,700
4,876,400
66.0
Mountain
1,857,900
1,371,690
74
1,715,100
882,560
51.5
Ariz. .
322,400
254,950
79
292,200
168,460
57.7
Colo
508,100
398,340
78
465,900
271,050
58.2
Ida.
182,600
130,940
72
173,800
87,570
50.4
Mont.
208,200
120.750
58
200,400
63,260
31.6
Nev.
79,900
57,000
71
71,200
33,010
46.4
N. M.
226,100
156,150
69
210,100
89,830
42.8
Utah
233,500
201,290
86
209,400
145,630
69.5
Wyo.
97,100
52,270
54
92,100
23,750
25.8
Pacific
6,239,600
5,316,140
85
5.670,600
3,993,840
70.4
Cal.
4,760,000
4.150,730
87
4,312,300
3,177,350
73.7
Ore.
585,300
437,420
75
537,700
285,550
53.1
Wash.
894,300
727,990
81
820,600
530,940
64.7
TOTAL U. S.
50,540,000
42,400,000
B
84
48,784,600
35,495,330
72,8
SPRING 1956
Filmsmitlis-TV', Witherspoon St., Princeton, N. J., is new subsidiary of On Film Inc., to pi’oduce TV commercials.
CBS-TV Film Sales reports 56% increase in first quarter sales — $3,900,000 vs. $2,500,000 for same 1957 period.