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RAB Study Shows Power Of Farm Listenership
Farmers depend on radio more than do cily consumers, according to a survey by the Radio Advertising Bureau. More than 80 percent of farm families surveyed Hsten to the radio during the average weekday and they listen for more than one full day per week (26 hours, 40 minutes) . In an average week., the study reports, more than 95 percent of farm families spend time listening.
Sarnoff Fills Post Vacant for Two Years
The promotion of Robert W. Sarnoff to chairman of the board and chief executive officer from president and chief executive officer fills a post that has been vacant for nearly two years. Robert E. Kintner, executive vice president, becomes president. At press time, the administration of the radio network seemed to be left relatively untouched by the move, although some quarters believe that Matthew J. Culligan, vice president in charge of NBC Radio, is slated for promotion.
Pulse Fm Listenership Survey Backed by 1 1 Los Angeles Outlets
Augmenting interest in the measurement ot fm listenership has prompted 1 1 stations in the Los Angeles area to back a study by The Pidse Inc. Results of the audience measurement survey are scheduled for release in August (see Valuable Plus or Basic Medium? p. 34) .
Selling Power of Weekend Radio To Be Explored by Research Firm
The increasing recognition being given to weekend radio as a selling vehicle has motivated one major research firm to i^lan a study pointing up commercial value during these days. The company will undertake to show that more unduplicated homes can be reached from a Monday, Wednesday and Saturday spot campaign than from a Monday, Wednesday and Friday purchase (see Radio Listening Remains at Work on the Weekend, p. 27) .
Blair Radio Study Analyzes Programming
In its latest radio study, John Blair and Co. emphasizes the local nature of programming. The study, for example, shows the disparity in top 10 song listings in four major cities, especially when compared with a national top 10 ranking. At the time of the survey, onlv two of the national 10 favorites were among the local 10 in St. Louis, the study shows.
Research Into Product Use Planned By Community Club Services
Community Club Services Inc. is adding a research department to its operation. Lender present plans, women participating in the Club Awards activities will be asked to answer questions relating to product usage. Sponsors can contract with the organization for this service at a separate fee. (See Hometoion U.S.A., p. 53.)
Hooper Research Revenue Surpasses Ratings Intake for First Time
Total revenue from research activities by C. E. Hooper Inc. has for the first time surpassed total income from rating services. The great majority of this research activity is for advertising agencies.
U. S. RADIO
August 1958