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

TOLEDO'S FIRST RADIO STATION . , , since 1921 • p lllO I '" audience ratings since 1921 • plllO I '" coverage since 1921 Check any audience survey since 1921 CALL ANY KATZ AGENCY OFFICE V\fSPD RADIO Toledo, Ohio mil Bof h Hoofer »<i Pulse Prove WEBC Leads ALL DAY in Duluth and Superior MORNING HOOPER 50.9% PULSE 42% I k.r. I AFTERNOON |!:.i I HOOPER 52.5°; '"icdi.,... I PULSE 46% EVENING PULSE 42°/. SHARE OF AUDIENCE 1 ^ 1 ■ 1 A HOOPER PULSE _ U-^ ■^-■ '^' '' lit II SEE YOUR HOLLINGBERY MAN In tAinneapoMs See BUI Hurley report from Timebuyers Need More Market Information, Study Shows Timebuyers across the nation report they need more market and sales information in order to operate at peak buying efficiency, according to a recent survey of broadcast media personnel. The study, conducted by Marketing Associates Inc. for Eye R: Ear Inc., New 1 York, was designed to determine what I methods and tools buyers use in ordering broadcast media. A total of 1,762 questionnaires were mailed to 783 advertising agencies in 44 states. Replies were received from 370 respondents, but only 307 were tabulated, resulting in a return of \7.b percent, the survey firm points out. See Ad Budget Although 53 percent of those responding said they receive a total ad budget and have the authority to decide what portion should be s])cnt in a given market, a sulistantial majority indicated in the siuvey that they want more of the following information to back up their decisions: • Sales information (65 percent) • Competitive markets (62 percent) • Client's competitive position by markets (52 percent) • Client's distribution problems (72 percent) • Size of total advertising budget (51.5 percent) • News about client products (27 percent) Jn addition, 80.5 percent of the buyers suggested that they would like to participate in client-agency meetings because such contact would provide useful, first-hand data not usually available to them now, the report notes. .\n overwhelming majority of the respondents (91 percent) said they had contact with the client's advertising director and found it very useful. In many cases, however, according to the survey, the advertising director does not, or cannot, make sales information available to the timebuver. Market recouiiueiulations come to the media man from merchandise men or account supervisors, according to 51 percent of the respondents. Only 36 percent of the buyers said they "had anything to do with selecting the markets to be used." Eighty-five percent of the buyers credit account executives and the merchandising and marketing departments of their agencies with "keeping them up-to-date" on client affairs and sales, the report states. Sixty four percent of the media specialists say they are provided by these departments with sales figures that help them decide which markets require the most help. With regard to the make-up of rate cards, the agency people expressed strong preferences for both frequency breakdowns (75 percent) and frequency discounts (80 percent). Only 21.5 percent indicated a liking for flat rates. Asked to define a "saturation program" on a daily, weekly and monthly basis, the timebuyers gave the number of spots which they thought represented a saturation campaign. According to the survey, the average number of spots per day is 10.1; the average number per week is 49.5, and the average per month comes to 192. Campaign Duration The most popular duration for a saturation campaign, the report shows, is one month, chosen by 24 percent of the respondents. Eleven percent picked two weeks, and another 11 percent chose two months as the ideal length. A three-week period was selected by eight percent of the buyers, and a oneweek span was preferred by five percent. In conducting the study, a three-page questionnaire was mailed to more than 1,100 buyers across the country. Another 600 media people in New York, Los .Angeles and Chicago received a twopage version. A return of 17.9 percent was received from the longer questionnaire, while tlie shorter one drew a return of 16.8 percent. • • • 46 U. S. RADIO March 1958