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/N Hartford ■
/N Kansas City
'N Los Angeles
(SPANISH LANGUAGE MARKET)
/N San Francisco
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Represented by Devney, Inc.
Research on Various Aspects Of Auto Market Continues
Data on various aspects of the auto radio audience continue to throw more light on this important segment ot the radio market. According to the Radio Advertising Bureau, 83.7 percent of all new cars purchased today are equipped with a radio. That these radios ate used extensively is seen in the R.\B estimate that 75.6 percent of all auto radios are tuned in during an average week.
In view of these figures on radio's prominence in the typical auto, it is significant that, according to Simllinger S: Co., five-car households in the United States increased 56.7 percent during the first quarter of 1960 over the last quarter of 1959. The report states that "Single-car households continue to represent the largest percentage of car-owning households, making up 61.1 percent of all .\merican homes.
". . . The nimibcr of two-car households increased 2.6 percent during the first quarter of this vear over the last quarter of 1959, with 17,624,000 families with two cars compared with 17,172,000. . . . The number of three-car households increased 5.8 percent, or 2,97.S,000 against 2,811,000 during the last three months of 1959."
Considering the high percentage of new cars that are purchased witli a radio, it is interesting to note thai the Sindlinger data shows that in two-car households, those owning two new autos increased by 4.2 percent, while those owning two used cars increased by only 0.4 percent.
When and Where
Some added research on when and where people drive their autos has been provided by a study recently released by KQV Pittsburgh. The data is taken from a survey conducted by the Pittsburgh Area Transportation Study, an organization maintained by the city of Pitts
burgh, Allegheny County and the state of Pennsylvania. Objective of the study was to determine how many drivers and passengers are on the road at any given hour, and Avhere they are going. As the station points out, the hourly destination tables can help determine exact time periods to be used to reach specific audience groups. Included among the destinations in the study are: Home, work, shopping, school, social recreation, meals and personal business. The survey area covered the city of Pittsburgh and approximately 110 surrounding boroughs and townships.
In the group with a destination of home, the study shows that the number jumps from 15,995 drivers and 6,290 passengers at two p.m., to 35,518 drivers and 25.500 passengers at three p.m. The peak is reached at five p.m., with 82,215 drivers and 33,555 passengers heading for home.
.'\ccording to the sinvey, the ninnbcr of drivers and passengers going lo woik is concentrated in the seven a.m. and eight a.m. period, with sharp drop-off s before and after those hours. The best hour to reach people out driving on shopping trips, the survey shows, is seven p.m. At this time there are 15,829 drivers ;uid 11,694 passengers on their way shopping. The next most popular hour for this activity is 10 a.m.. with 9.915 drivers and 3,644 passengers.
The most active period for driving to social recreation activities is seven p.m. and eight p.m. As would be expected, 12 noon and six p.m. are the hours during which there are the largest number of drivers and passengers going to have meals. In providing totals for all categories, the survey indicates that the five hours during which the greatest number of passengers and drivers are in autos are five p.m., 8 a.m., 7 p.m., 6 p.m. and 3 p.m. • • •
U. S. RADIO • September 1960