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the NUMBER ONE STATION
IN THE SECOND LARGEST MARKET IN BOTH MINNESOTA AND WISCONSIN
WEBC
DULUTH . SUPERIOR
See your Hollingbery man
In Minneapolis . . .
See Bill Hurley
WORTH CROWING ABOUT!!!
DELIVERS FOR
26' LESS
PER 1000 HOMES
Take the average metropolitan audience ratings of all four Topeka stations. Project those ratings against the Radio Homes Served ' Nielsen). WRENs costper-thousand is only $1.00 .... 26c less than its nearest competitor! And WRENs allfamily programming delivers you a better quality audience, too. Check with George P. Hollingbery.
WREN
5000 WATTS • TOPEKA. KANSAS.
radio research
Hooper Breaks Ground For New Building; Nielsen Sets Move in N. Y.
1 he growth of broadcast research and incasurenieiu is chainati/cd by two moves sdicdulcd for this lall. C. E. Hooper Inc. has broken ground for a new building in W'ihon, (ionn., and the A. C. Nielsen Co. is preparing to move into new offices in New Wnk.
Hooper's modern two-story building will be four times as large as the present plant at Norwalk, Conn., the firm states, and will house about 50 employees. Increased working area will be provided for the production, statistical and field supervisory iniits. I here will also be space for a priming plant.
Hooper contemplates a grand opening "in the first part of November." The l)uilding will be located on Highway 7 in W'ihon.
The enlire Nielsen New York office will oitup\ new cpiarters on the 15th and Kith lloors of 575 Lexington Avenue on or about .September 15. Moving are
the radio and i\ departments, the food and drug units and the coupon clearing house.
Total Reach
liristol -^[yers Co. in a four-week June network campaign rang up 109,881.000 total (oiiimer(ial minutes with 242 broadiasis aired. These reached 14,245,000 different homes.
These facts are from an analysis for u. s. RADIO by the A. C. Nielsen i'.o. to illustrate its re\ ised method of reporting network ratings — from a breakdown by programs to one by s|)onsor campaigns. The revisions in the Nielsen Radio Index were put into effect last September because of "changing patterns in network radio advertising."
The cinmdative approacli is designed to give the sjjonsor an indication of the total reach of his package on an indi\ idual network for aspecific camijaigii. • • •
Nielsen Radio Index The Commercial Reach of Network Audience
AUDIENCES REACHED
No. Different
No. Broadcasts
Homes Reached
Sponsor
Aired
'000
Bristol-Myers Co.
242
14,245
Ford Div. — Ford Motor Co.
104
13,004
Midas, Inc.
170
12,558
Brown & Williamson Job.
170
12,558
California Packing Corp.
127
11,416
Chevrolet — General Motors
68
10,969
Plough, Inc.
110
10,374
Ex-Lax, Inc.
91
9,927
R. J. Reynolds Tobacco
104
8,587
Automotive Div. — Amer. Motors
88
8,488
Hertz Corp.
79
7,892
Swift & Co.
48
7,892
Total Commercial
No. Comml. Min.
Minutes Delivered
Sponsor
Allowed
'000
Ford Div. — Ford Motor Co.
215
143,180
Bristol-Myers Co.
181.10
109,881
Wm. Wrigley, Jr. Co.
120
82,794
Brown & Williamson Job.
127.50
75,923
Midas, Inc.
127.50
74,792
California Packing Corp.
95
57,884
Chevrolet — General Motors
85
49,364
Plough, Inc.
88
44,579
Ex-Lax, Inc.
68.20
43,173
Swift & Co.
59.50
42,338
JUNE 1958
56
U. S. RADIO
September 1958