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airwaves
Radio's Barometer
Spot: National spot radio revenue in 1957 increased 2^.5 percent over 1956, according to figures comjjiled by Station Representatives Association. This amounted to an estimated .|183, 987,000 last year, compared with 1145,461,000 in 1956.
$183,987 19
$385,0001 )0 Local (195iEst.)
10 Spot
$95,000, (19
140,000,
Network Est.)
36,500,0( K Car Radios
Sets in Use
ns on Air
The SRA estimates mchide quarterly revenue breakdowns for 1957: first quarter, |44,409,00; second quarter, $42,359,000; third quarter, 544,626000; fourth quarter, $52,58.3,000.
Last year's gain was the largest percentage increase yet recorded, according to Lawrence Webb, managing director, who said that this category of radio revenue is continuing its iqjward curve in 1958.
Networks: NBC Radio reports that for the period from January 1 to mid-March 1958 net business was iqj ,30 peicent over the same period last year. From January 5 to February 6 new sales and renewals totaled $4,140,828 net. Final figures for 1957, the network says, show a 41 percent
gain in net business o\er 1956. (See Report From Xclworhs. p. 52.)
The network also reports that as of mid-March about %\2 million in new net revenue had been signed for the year, according to \Villiani K. McDaniel, vice president in charge of sales.
More than $1 million in new and renewed business has been signed by ABC Radio for varying periods this year, according to Thomas C. Harrison, vice president in charge of sales.
Stations: Total stations on the air, both am and fni, increased again in March — to 3,762, iqi 16 over February.
Commercial AM Commcvcial FM
Stations on the air 3,222 540
Applications pending 406 42
Under construction 85 64
Sets: According to the Electronics Industries Association, total radio set jjroduction in January was 1,026,527. Automobile radios produced came to 676,848. Radio retail sales— excluding car radios— came to 534,640 in January.
Canada: Accordin" to a siavev bv the Dominion Bineau of Statistics, radio advertising revenue in 1956 in Canada was almost 30 percent greater than television. About 95 percent of radio advertising was nonnetwork as compared with 46 percent in tele\ision. The Dominion Bureau also reports that 9(i percent of all homes in Cianada have at least one radio and about 50 percent of all automobiles have car radios.
U. S. RADIO • April 1958