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

The BEST Coverage of the Colorado Market at the LOWEST Cost Coto'vacLo NETWORK National Rep. Boiling Co., Inc. KVOD, Denver, 5000 wafts, 630 k.c. ABN| KUBC. Montrose-Delta. 5000 watts, 580 k.c. KSLV, Monte Vista, 250 watts, 1240 k.c. p KRAI. Craig, 1000 watts. 550 k.c. radio ratings 0^\^^Jt\X NATIONAL SALES OFFICE MIDLAND SAVINGS BLDC, DENVER 2, COLORADO Phone: TAbor 5-2291 TWX: DN 483 TOLEDO'S FIRST RADIO STATION , , , since 1921 • ilKol '" audience ratings since 1921 • I IKol '" coverage since 1921 Check any audience survey since 1921 CALL ANY KATZ AGENCY OFFICE V^fSPD RADIO Toledo, Ohio llllllllllllllllllllllllllllllllllllllllll Mutual, ABN Sign With NielsensPulse Out-of-Home Data Mutual atul AB.N have subsdihcd to Nielsen's Radio Index, e(lecii\e immediately, whidi means that h)r the first time since Se|)tember the ratings firm has the lour m.ijor networks under < on trad. In annoinuiiii; MiW p.ici with Nielsen, Robert E. tastman. president of the network, said. " Ihe recently impro\ed format of the Nielsen material. witli emphasis on sponsor (innidati\e audience data, has achieved substantial industry acceptance, and .ABN"s subscription reflects the network's desire to 1)( ,1 part of this . . . service." In M-llinn its service to American. Nielsen reportedly made available the results of a pilot study designed to provide an indication of the scope of radio's outof home audience. Pulse Figures \ significaiii trend is u\ealc(l in I'ulse out-of-home listening figures lioin 1953 to 1957. The figures, which show a steady increase in out-of-home audience, also indicate that winter listening in this category has nearly caught up to the previously higher summer figures. In Boston, for instance, 1953 out-ofliniiie figures for winter were 3.8 percent while for sununer the\ were 1.2 percent. The percentages in 1957, representing an a\erage rating from 6 a.m. to midnight, seven days a week, show winter at 4.7 and summer at 4.8. The trend is e\idcnt in all markets where there were enough studies made to show some ccjntinuity. .\fost of the out-ol-home listening is over car radios, I'ulse reports (see Car Radio, February 1958). The rise in summer listening is a reflection of portable radio listening, Pulse states. In the New York market, according to Pulse, out-of-home listening in winter exceeds that of summer, 5.1 to 4.8 percent. Young's New Plan .Adam \uung. president of .Vdam Young Inc., station representatives, has A^ proposed to Pidse a new plan for measuring a radio market. .According to .\Ir. ^ol^lg. a sin\ey of any radio market shoidd be expanded beyond the metropolitan county area, as is the ciurent practice, to include the entire trading area of which ilie metropolitan market is tile nucleus. It is this trading area, encompassing total |)otcntial customers among the radio audience, Mr. Yoinig asserts, which is of primary imijortaiue to the user ol saliuation radio technicjues. "In many cases," Mr. Young says, "this tiading area was formerly a])proximated by the '.NSI area' in Nielsen local rating reports. Howe\er, since the new Nielsen format omits this essential data, no currently a\ailable measurements show delivered audience within the entire trading area of a market." Mr. Young's jjroposal .also includes the reporting of audience in terms of homes cleli\erecl rather than ratings; and the iiulusion of meiro])olitan share-ofaudience data to reded in-cit\ popularity. Surveys Discussed It's clillicult to tell an agency man jusi how big radio is, says Walter B. Dunn, senior salesman at H-R Representatives, because "sampling technitjues developed to measure print with its |)hysical limitations are applied to limitless radio. "Ikit radio is dillerent," he ecMitinues. "Wherever there's a set there's a 'press,' and sets are everywhere. Most homes go to press upstairs and down, in cellar, workshoj) and car." Because scjmeone lea\es the house lor a few minutes while a sample is being taken, says Mr. Dunn, "that doesn't mean that half a do/en stations lose all their audience, or radio sets-in-use in two or three markets simultaneously dro]) to zero. ".\ncl yet this liajipeiis," claims Mr. Dunn, "with small samples when technitjues to measure print are applied to radio." • • • i 52 U. S. RADIO • March 1958