U. S. Radio (Jan-Dec 1960)

report from RAB RAB Data Shows Auto Radio Audience Growing In Importance The time for summer ad planning is here ... a vital time for a long, closeup look at auto radio. Research by Sindlinger and Co. indicates people spend some 36 percent more time in cars during summer than they do in winter. Advertisers, currently evolving simimer schedules should be extremely interested now in the latest facts on auto radio. It's a moving medium, capable of holding its own — in sheer weight of numbers — with any other major medium (except of course, total radio) . As of mid1959, there were more than 38 million cars equipped with radios. A quick comparison with other media, prepared by RAB's research department, underlines the vast dimensions of auto radio. Tkere are about 45 million homes with tv sets. Some 16.6 million morning newspapers are sold daily, about half the auto radio count, and the combined circulation of the six largest weekly magazines falls considerably below the auto radio figure. From 1950 to 1960, auto radio increased from around 14 million sets to its current total of well over 38 million. But, says R.^B President Kevin B. Sweeney, the current count is only a beginning. By 1970, Mr. Sweeney predicts 60 million cars equipped with radios on the nation's highways. (A tremendous figure, it's just a percentage of the grand total of 250 million radio sets of all kinds the RAB president fore sees by 1970.) But auto radio is a lot more than a number's game. It's a vital, comforting "necessary accessory" to the millions of drivers. Auto radio gets an average of almost an hour of listening daily from auto radio families, considerably more time than the same people spend with daily newspapers. During the long, hot summer, when people spend more time than ever in cars, auto radio comes even more strongly into its own as the only major medium able to catch consumers in motion toward the marketplace. Aside from the absence of competition for the customer's attention, auto radio offers a number of other advantages that recommend it to an advertiser. Auto radio is there when it happens, ready to impel and suggest a solution to a need. RAB discovered in a series of studies of drug, supermarket and gasoline customers that radio in general, and auto radio in particular, provides more "before purchase" exposure than any other medium. In fact, in the most recent study — of srasoline station customers — it was revealed that of the total time spent with media by motorists before shopping, auto radio alone accounts for: Nearly two-thirds more time than is spent with newspapers; threefourths more time than is spent with tv; seven times the amount spent with magazines. • • • r^=RAB'S NATIONAL SALES TREND OF THE MONTH^^ Auto makers, traditionally heavy radio advertisers during fall introductory periods and the spring selling upswing, are currently buying more winter radio time than ever before in their history, RAB's national sales force reports after a recent sales barrage of Detroit auto makers. A sharp increase in auto competition, more products to sell, and a growing awareness of the tremendous audience auto radio can deliver all year round, are the reasons auto makers gave RAB for their increased winter use of the medium. As an example of this siidden upsurge, one of the major car divisions — which used no radio at all when it introduced its 1960 model last fall — has just completed a major winter radio buy. NIGHTTIME (Cont'd from p. 27) so during which men are available during the evening) is twice the amount of men that are available in the morning peak hours. "Thus, advertising in the evening would provide more total male impressions. When we consider the price structure, the evening becomes a sound buy for the male audience." Mr. Goldberg also stresses the value of nighttime radio in adding unduplicated homes to a campaign. A special cumulative audience study by Pulse of the Cleveland area illustrates the point. The survey conducted last December shows that during the 9 p.m. to midnight period, the average quarter-hour sets in use was 10.8 percent. In the course of a seven-day week, 43.7 percent of all radio homes were reached during this three-hour period. What makes this period even more significant is comparing it with the 6 a.m. to 9 a.m. driving time. The average quarter-hour sets in use is 15.9 percent. And the weekly cumulative rating (the percent of all radio homes reached during this three-hour morning period) is 63.7 percent. In this light, the nighttime unduplicated audience represents a part of the total audience that cannot go unnoticed. The increased activity by stations to develop their nighttime programming has led to many surprises bearing fruit. Ail-Night Experience An example is the experience of WISH Indianapolis. Until a little more than a year ago, the station paid small attention to the hours of midnight to 6 a.m. Based on the enthusiasm and conviction of one of its disc jockeys, Tom Mathis, the station decided to give the idea a chance. A year later, the all-night show has become an established part of the broadcast day, complete with sponsors and audience participation. Accordina: to Robert F. Ohlever, manager of WISH, "Using the criteria of sales and audience response, we know there is a place for allnight radio. This is the most underrated time in the radio business. Al (Cont'd on p. 56) v. S. RADIO March 1960 55