U. S. Radio (Jan-Dec 1959)

report on Detroit and Minneapolis Studies Join Bandwagon of Fm Research Joining the bandwagon of fm research that is attempting to provide listener profiles of the medium are two studies in the Detroit and Minneapolis areas. The latest surveys — one for WLDM Detroit and the other for WLOL-FM Minneapolis — offer factual data on fm audience make-up, programming preferences, listening habits and sponsor loyalty. The "Fm Radio Receivers Study" was conducted for WLDM by Market-Opinion Research Co., Detroit, during the month of July 1959. Its purpose was to determine: The type of people who comprise an fm station's audience; how frequently they listen, and what they particularly like about fm stations to which they listen. The survey among fm listeners showed that 80.8 percent of the people have one fm receiver while 16.6 percent have two receivers. Concerning the location of the fm set, 49.8 percent stated that it was in the living room, while 14.4 percent had it in the bedroom and 13.3 had it in the kitchen. Based upon 370 mail interviews, the study resulted from a June 1959 mailing of 1,000 letters and questionnaires to persons known to be fm listeners. The survey indicates that there are "no marked peak times for fm listening except for a slight increase at night — listeners use fm constantly from 7 a.m. thru midnight." From 7 to 8 a.m., 22.2 percent of the fm audience listen to their radios. The percentage steadily rises throughout the day, with the highest being 52.7 percent between 9 and 10 p.m., and 52.2 percent for two hours, 5 to 7 p.m. Individual fm listening among persons described as fm listeners in Detroit, according to the survey, is on the average of five hours and 19 minutes per day, compared with the average am listening of one hour and 17 minutes. This survey also shows iliai the iin medium reaches a higher occ upatiou level. It states that "By occupation, the largest percentage is in the professional, technical, executive and .semi-professional groups." Similarly, the family income is in the upper brackets. The WLOL-FM survey was undertaken during the summer to determine its listeners' composition and to show advertising results. It revealed that 70 percent of the station's listeners had patronized sponsors within the past year of the survey; 58 percent had patronized the advertisers within the last month of the survey, and 26 percent had done so within a week of the survey. The average amount of listening per day by the WLOL-FM audience is three and one-half hours, and, says the station, "many women listeners indicated eight to 16-hour listening periods." The evening classics portion of the station's daily schedule was preferred by 10 percent of the audience, while other favorites included: Dinner music, afternoon classics, afternoon jazz, great albums of music and dance party. WLOL-FM states that 63.5 percent of its listeners are in scientific, professional and managerial positions. College students or persons working toward higher degrees comprise 20.8 percent of the audience and 66 percent have one or more college degrees. The average income, including students, is $7,800 per year. The appeal of the medium in general and the station specifically is shown by percentages of listeners in various age groups. Of the total audience: 9.9 percent are between the ages of 10 and 20 years; 35 percent are between 21 and 30 years; 24 percent are between 31 and 40 years; 18.5 percent are between 41 and 50 years, and 12.5 percent are 51 years of age or older. • • • I NOW In K Shar ansas City i of Audience MORE LISTENE BEST Kl Irv Schwartz V.P. ond Gen'l Mgr. Br, July-Aug., 1959 I Fri., Noon to 6 PM IS PER DOLLAR! r FAR Adam Youngjnc. Nat l Rep. This is Forest Cooke, WHBF-TV program director in conference with members of production staff. His Decisions are Based on 30 Years Experience In Building Audiences for WHBF-and its Advertisers ^^^k^ STRONG & PRODUCTIVE FROM DEEP ROOTS AWHBF CoerliiWesteriJIIiMls-Eiitiri Itwi . RtOlO t TELEVISION U. S. RADIO November 1959 59