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[our times between 11 p.m. and midnisfht. The Crocker First National Bank bought a schedule on Newswheel to advertise its real estate loan department. After nine days, the bank requested a change in copy to a savings campaign. The real estate department found it could not handle any more inquiries for some time to come, the station reports.
Post-Midnight Hours
\\'hile nighttime radio is generally considered that part of the broadcast day between 6 p.m. and midnight, what about listening during the postmidnight or early-morning hours? There has been a growing number of stations that are now programming around the clock. The conclusion that must be drawn from this is that people are listening.
In fact, special Pulse studies in Los Angeles, Washington, D. C, and New York show that while the postmidnight audience is not gigantic it is definitely there and can be measured. The Los Angeles survey reports that during the hours of 12 midnight and 6 a.m. the percentage of homes using radio for the average quarter hour is 3.5. As late as 2 a.m., this percentage is 3.7. There are 1,902,300 radio families in the area, the study states.
In Washington, the homes-usingradio rating for the average quarter hour during this period is 3.3, according to the Pulse survey. There are 529,900 radio families in the area. Of the three cities surveyed, NewYork appears to have the slight edge in night owls. The percentage of homes using radio for the average
^^Give it
KOSI KOBY
turn over products not audience
V BOTH RADIO STATIONS No.linHOOPER&PULSE
6 am-6 pm average share
KOBY No. 1 in NIELSEN
6 am-9 pm average share
KOSI • KOBY
DENVER SAN FRANCISCO
U. S. RADIO • March 1958
(juarter hour is 4.3, with 4,344,200 radio families in the area.
There seems little doubt that nighttime radio has much to offer the listener — and the advertiser (local and national) .
The case is summed up by Paul R. Weeks, vice president of H-R Representatives Inc. He states, "Advertisers will find that numerous radio stations will deliver as great an audience against class A and class AA television programming as well as in
radio's so-called prime time.
"In fact," he declares, "as many as 10 percent more families can be reached at night than in radio's 'prime' morning hours for the same expenditure."
Creative Research
"Judicious use of creative research will further reveal the true value of nighttime radio, both in total audience and in sales results." • • •
In Puerto Rico
Spanish is the language
So Spanish-speaking Pulse interviewers ring doorbells there saute as in similar foreign-language areas in the U. S. Indeed no other method works!
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