U. S. Radio (Oct 1957-Dec 1958)

BEFORE BUYING RADIO IN KENTUCKIANA Check your John Blair Man or Bill Spencer at WKLO LOUI SVILLE '^^ 1080 KC TOLEDO'S FIRST RADIO STATION , , , since 1921 • rIKol '" audience ratings si)ice 1921 • ilKol '" coverage since 1921 Check any audience survey since 1921 CALL ANY KATZ AGENCY OFFICE report from RAB Nighttime Radio Valuable to Advertisers, RAB Evidence Shows WSPD RADIO Toledo, Ohio Tlie niaci scramble of radio advertisers to use only the inoriiiiiK hours or the peak trallu hours seems to he ihiuniu"; out. I hi' Radio Advertisinjj; Bureau believes that more advertisers each tlay are learning that nighttime has considerable value (see Dialing After Dark, p. 15). Advertisers are re-in\ estimating radio after dark due to the following developments. RAB states: • The "sell out" condition ol ilic socalled ])(ak periods in nian\ in.ir kets. • The introduction ol new nighttimeprograimning tcchnicpus h\ mam -.t.itioiis. • I lie i.ipidh increasing importance ol nighttime in retailing (more stores slay open at nigiu l)oth downtown and in the suburi)an shopping center). • The unavailability of prime tele\ ision lime in the evening hours in some markets. • The forced "new look" at radio because of lelevisioiTs increasinglv high cost. Post 6 p.m. advertisers are discovering that they can reach huge audien'ces — almost as large as the daylight hours. Cunuilatively, ,\. C. Nielsen shows, the 6 to '.) p.m. period weekly will deliver .")3.2 percent of all radio homes, while the 6 to 9 a.m. period delivers .')3.9 percent— a very small dillercnce. Special Coverage Another compelling reason for investing dollars in nighttime radio is that an acherliser can reach radio homes he would miss at other times. The same Nielsen report shows that the 6 to 9 p.m. period delivers 21.4 percent of the radioonly homes on a weekly basis. The only other three-hour stretch that is com|)arable is the 12 noon-3 p.m. period when 22.3 percent of radio-only homes tune in. When an achertiscr remembers that there are some 10 million radioonly homes he has an important goal to aim at, according to R.'KB. Another source of information lor nighttime radio buyers (and salesmen) is the series on radio listening habits conducted for RAB by The Pulse Inc. These studies show that radio delivers audiences at night that are not easily accessible at other times (but are important audiences for the advertiser). F.xamples: 35.7 percent of married working women; ll.S percent of working men. and 27.9 ])ercent ol yomig men. And the added importance of evening leisure insures more attenti\eness to the nighttime advertiser's message, R.\B believes. The Pulse survey shows that male audiences can be reached more easily at night. Audience com])ositi()n in the 7 to 8 p.m. period, for example, is 11.2 percent male, while from 6 a.m. to noon, on the average, it is only 30.1 percent male. 1 his is why beer, tobacco, gasoline and other achertisers who ha\e to reach men buyers arc now using nighttime radio, R \H rc])orts. On the Move Ol comse. some of nighttime radio's audiences are on the move. A. C. Nielsen says that 23.8 ]H'rcent of automobile radio families are tuned in on the average weekday between (i p.m. and midnight. They might be on the way to the shopping center during the early e\ening. To put it another way, auto listeners as a percent of in-honu' listeners arc greater after 7 p.m. than any other hour of the day. Do television set owners listen to radio at night — they certaiiiK do, RAB says. .Si.\ty percent of radio's inght audience comes from tv-owning lioi7ies. This is evidence, once again, of radio's new patterns of listening. Many family members are listening to the radio in other rooms of the house w^hile the tv set ijlasts away in the living room. RAB notes. RAB also points oiu tt) advertisers that they can reach people strategically during the night hours. An obvious example of this is the toothpaste advertiser who can reach his customers just before his product is used — or a shampoo advertiser, since another R.\B stiidv shows that 56.8 percent of women shampoo their hair at night. Alert advertisers are also paying inore and more attention to RAB's advertising awareness tests, fn these studies, only radio advertising is used. One reveals, for example, that with the use of only 20 nighttime announceiuents on one station, advertising awareness for a clothing concern added up to 12 percent of the market. • • • 44 U. S. RADIO March 1958