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report from Conada
Elliott-Haynes' Radio Study Gains Quick Agency Response
Advertisers and ageiu ies .ii e i csponiling to Elliott-Haynes Ltd.'s new "Radio (lire Illation Service" which supplies both cjiialilative and cjiiantitative material on radio audience listenership. In addition to specific figures for each individual station's total audience, the survey Imnishes data on the make-up ol this audience.
The total analysis for each station is divided into three primary categories:
• Hall-hour autlience listening from 6 a.m. to midnight.
• Age groups and sex ot the autlience.
• Location of listening. Myles Leckie, vice president of
Elliott-Haynes, cites specific ex
amples ol the value of the survey. "An agency promoting Coca-Cola has been able to pick a popidar teenage station and popular time jjeriod in about 30 markets of Canada and work out their cost-per-thousand ratios, applying it to the teenage market alone."
Also, according to Mr. Leckie, an agency planning a campaign for insecticides is using the audience analysis data to determine the best times to reach women in mid-morning periods in the metropolitan markets. A still further application of the survey's information is an agency that sells foundation garments to urban women between 21 and 50 years of age. The agency has been able to select stations Avith the
best urban coverage and at times when a great proportion ol that station's audience is made up ol these women.
"Radio Circulation Service" is a lesull of over 100,000 personal interviews conducted in a representative cross-section of the Canadian population, 16 years of age or older, in nine of the 10 provinces of Canada, with Newfoundland being excluded. At least 100 completed interviews were used in each county and consensus division, with up to 000 being used for larger inetrfjpolilan areas.
Each station is given a separate page in the report, which lists, next to the particular half hour, tlie number of persons reached, the sex of the audience, the age groups, and the location of the radio listening, whether it be in the home, in cars, or elsewhere. On the reverse side of each page, the total circidation of the station is broken down into counties or census divisions.
Mr. Leckie pcjints out that "if the success of this smvey method continues at its present rate, we plan to conduct a mid-sunnner survey in I960 to su]jplement the spring and fall surveys curiently planned."* • •
US"
CPM:00
BIG COVERAGE... BIG BUSINESS
".4s one of I'di-tUuid' s largcf^t i i til il cliitli ii rs, irc )tccdcd biy coccrayc . . . and got more than excellent results witii KEX."
E. R. NUDLEM.A.N Nudleman Bros.
NEVER HAD IT SO GOOD
"KEX gave more add rtising em-i ragi for less
iituin g thai} (i iig other advcrtishig mcdmm ever!"
J.ACK DORRIES, Owner Dorries & Dorries-Rugs
EXPERT'S CHOICE
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ROBERT L. WEBER McCann-Erickson. Inc.
NO SELLING CAMPAIGN IS COMPLETE WITHOUT THE R,tS^^ STAT