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

report from w McDonald Research Provides Regular Data On Audience Composition (This is the last iii a series on Canadian ratings systems.) McDonald Research Ltd., one of the latest additions to the ranks of Canadian ratings services, jiublishes audience composition data on all markets on a semiannual basis, according to John C. A. Wilson, associate. This infonnation is compiled from 24 major markets and designates the number of men, women and children listening to any radio station at a given time. McDonald, established last August, is also issuing lour ratings reports a year on the basis of written questionnaires which are mailed to a sample of households in each of the urban areas surveyed. (Rural areas are polled only on request.) Mr. Wilson reports an average return of over 50 percent. Data is taljidated on the basis of approximately 250 replies from each market. Households Tuned Each ratings report contains the number of households tuned to each station in each time period. The projections, in thousands of households tuned, are shown for major stations only. The radio logs are kept for a sevenday period, measuring listening from 6 a.m. luitil midnight. The diary also includes space for designating out-ofhome listening. While the out-of-home listening is tabulated as received, it is not projected into thousands of households tuned "due to lack of evidence on reliability." according to the latest McDonald report. Out-ot-home listening may be calcidated "for rcjugh comparisons," liowe\er, by applying the reported oiu-of-home percentages. McDonald, in addition to its ratings and audience composition material, will provide, upon request, the following types of data: • The cumid;iti\e number of undujjlicated households reached in a week by spot announcements or a daily program. This type of analysis also shows the average number of times each household is reached. Clyde McDonald heads ratings firm. • The iniduplicated reach of a radio program or a series of spots in the same market in the same week. (That is, a breakdown cif a sponsor's different buys in the same market.) • The unduplicated reach of a spot series over one day. • The unduplicated reach of a survey spot campaign running on several stations at one time. Such analysis can show the exclusive reach of each station and what would happen to the reach if one or more stations were dropped or added to the schedule. The households, which pn)\ ide all ol NfcDonald's data, are chosen from telephone directories "since telephone ownership is high in all inlKiu areas of Canada, ' Mr. WiKon says. McDonald uses a "systematic method of selecting names with random starting points." In some cases post office directories are used to supplement the telephone books. All households receiving the log are contacted prior to the survey and are recalled on the first or second day of the survey to give needed instructions and to urge cooperation. The firm has found that by re-contacting the respondents at the beginning of the survey period returns are increased by as much as 10 percent as opposed to making only one approach. • • • TOLEDO'S FIRST RADIO STATION , , , since 1921 * rlKvl ^^ audience ratings since 1921 * rIKol ^^ coverage since 1921 Check any audience survey since 1921 CALL ANY KATZ AGENCY OFFICE V\^SPD RADIO Toledo, Ohio lllllllllllllllllllllllllll llllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllliy^ 1 LOOKED UP! \ SPECIALIZED NEGRO PROGRAMMING With 100% Negro programming pertonnel, KPRS it efFectively directing the buying habits of its vast, faithful audience. Your lolei message wattes neither time nor money in reaching the heart of its "preferred" market. Buying time on KPRS is like buying the only rodio station in a community of 127,600 active prospects. 1,000 W. 1590 KC. KPRS KANSAS CITY, MISSOURI for availabilities call Humboldt 3-3100 Represented Nationally byJohn E. Pearson Company U. S. RADIO March 1958 49