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airwaves
Radio's Barometer
|;| 156,394,000 Sets in Use
i I
( i 15,000,000 Fm Sets in Use (NAB Research)
40,387,000 Car Radios (RAB est.)
1,355,788 Sets Made (Jan.— EIA)
3,462 Am Stations
696 Fm Stations
Spof: Spot radio business in 1959 was up 2.8 percent over the previous year, according to figures released by tlie Station Representatives Association. Official FCC figures show that $171,939,000 was spent in spot radio in 1958. The SRA estimate for 1959 is $176,705,000. Breaking it down by quarters, the SRA report reveals that the greatest increases were made in the second and third quarters. The second quarter of 1959 was 8.7 percent ahead of the same period the previous year. The third quarter showed a greater boost in spot business, posting an 11.1 percent rise over the corresponding quarter in 1958.
Network: 1 he R. J. Reynolds Tobacco Co., Pharmaco Inc. and Time Inc. were the top three network advertisers in terms of total home Inoadcasts delivered, according to A. C. Nielsen Co.'s monthly index for the period ending Fei)ruary 7. The totals were 128,720,000 for Reynolds, using .SI 2 broadcasts; 125,652,000 for Pharmaco, with 372 broadcasts, and 117,791,000 for Time, using 197 broadcasts. The network leader in total commercial minutes delivered, the Nielsen report shows, was WhitehallAmerican Home Products with 92,496,000. In second place was Pharmaco, with 91,804 conunercial minutes delivered, followed by Time, with 78,565,000.
Local: Increases in billings have been reported by two stations — KCBS San Francisco and KFI Los Angeles. KCBS had billings for one week in March which, according to Sy VVhitelay, sales manager, exceeded the largest week of 1959. Sales for the seven-day period were 43 percent ahead of the same week last year. Sales at KFI during the month of January, reports Elmer O. Wayne, sales manager, showed a boost of 31 percent over the same period last year.
Stations: The number of am and iin stations on tiie air at the end of February totaled 4,158, an increase of 18 (foin am and 14 fm) over the previous month:
Conunercial AM Commercial I'M
Stations on the air 3,462 696
.Applications pending 583 78
Under construction 79 152
Sets: Total radio jjroductiou in [ainiary was 1,355,788, including 632,461 auto receivers, according to the Electronic Industries .Association. This compares to a total production of 1,124,737 in January of 1959. Total radio sales, excluding car radios, was 803,388. This represents a considerable increase over the same period last year when sales amoimted to 700,490 units. The Radio .Advertising Bmeau reports that there are now 156,394,000 working-order radio sets in the U. S., representing an all-time high total. R.AB breaks down this figine to show that there are 106,007,000 home sets of all types, 40,387,000 auto radios and 10,000,000 sets in public places.
U. S. RADIO • April 1960