U. S. Radio (Jan-Dec 1961)
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KFAL RADIO
FULTON, MISSOURI
DOMINANT FARM RADIO SERVICE
76 hours of farm radio a week . . . Interesting, pertinent and factual information and programming for farmers.
"Smack in The Middle" of the Crossroads of the Nation! Dominating a vast moving audience, travelers, and vacationers going everywhere all year long ... On U.S. 40, and U.S. 50— both transcontinental highways, and on U.S. 54 Chicago to the Southwest. From Border to Border in Missouri, KFAL RADIO reaches the great autoradio, and portable-radio audience, with news, information and entertainment. Are you represented here?
Represented by John E. Pearson Co.
KFAL RADIO Tel: Midway 2-3341
Fulton, Missouri
900 Kilocycles 1000 Watts
radio
Cuisine Exquise . . . Dans Une Atmosphere Elegante
RESTAURANT
\?omN
575 Park Avenue at 63rd St NEW YORK
Lunch and Dinner Reservations Michel : TEmpieton 8-6490
Out of-Homc Listening Reached
New Peak Last Summer, Pulse Reveals
Out-of-home listening during the summer of 1900 made its largest gains in a four-year upward climb, according to figures released recently l)\ 1 he Pulse Inc . covering 29 major markets.
A record 34 percent was added to the in-home audience according to figures released by Larry Roslow, associate director of Pulse. This was a gain in out-of-home listening of nearly four percent over 1959's 30.5 percent. In 1958 out-of-home listening reached 28.3 percent and in 1957, 25.7 percent.
The markets surveyed contained
20,51 1,100 radio homes — 10.1 percent of the U. S. total. In terms of actual audience si/e in these areas, five percent of all radio families reported listening in automobiles, at work or in other away-from-home places during the average one-quarter hour between 6 a.m. and midnight.
"If these results are projected nationally," Mr. Roslow indicated, "the out-of-home audience during the past summer added 2,558,000 families to the audienc e during the average onequarter hour throughout the day."
A summary of the results by market is shown in chart below. • • •
In-Home and Out-of-Home Radio Listening — Summer 1960 *
(All Areas surveyed during July-August, 1960 except where otherwise noted)1 Market (Summer '60) (Summer '60) (Summer '60) (Summer '60 Homes Using Homes With % Added by Radio Out-of-Home Total 0ut-of-Home In-Home Listening Audience Listening
Atlanta
11.6
4.4
16.0
38.0
Baltimore
11.9
4.8
16.7
40.4
Birmingham
12.3
4.6
16.9
37.4
Boston
14.3
4.1
18.4
28.7
Buffalo
15.9
6.2
22.1
39.0
Chicago
13.1
4.9
18.0
37.2
Cincinnati
11.7
4.6
16.3
39.3
Cleveland
16.5
5.3
21.8
32.1
Columbus, Ohio
15.4
3.7
19.1
24.0
Dallas
13.0
5.0
18.0
38.4
Detroit
11.9
4.9
16.8
41.2
Fort Worth
12.9
4.8
17.7
37.2
Houston
14.2
5.1
19.3
35.9
Kansas City
16.3
4.7
21.0
28.8
Los Angeles
16.8
5.7
22.5
33.9
Miami
17.2
5.2
22.4
30.2
Milwaukee
17.5
4.6
22.1
26.3
Minneapolis-St. Paul
15.1
3.8
18.9
25.2
New Orleans
11.3
3.5
14.8
31.0
New York
14.9
5.6
20.5
37.6
Philadelphia
15.2
4.7
19.9
30.9
Pittsburgh
13.6
4.9
18.5
36.0
Portland, Oregon (2)
18.5
3.8
22.3
20.5
Richmond
13.7
3.7
17.4
27.0
St. Louis
15.3
4.1
19.4
26.8
San Diego
15.3
4.8
20.1
31.4
San Francisco
16.6
4.6
21.2
27.7
Seattle
16.2
4.3
20.5
26.7
Washington
12.4
4.8
17.2
38.7
Average, 29 Markets
14.7
5.0
19.7
34.0%
^Figures on "homes using radio" cover 6 AM to Midnight, Sunday-thru-Saturday. All figures
expressed as % of radio families surveyed. iMiami .... June-July Chicago, New York, Washington .... August only
Cleveland, Dallas, Fort Worth, Houston, Kansas City, Pittsburgh .... August-September -Rating based on Monday-Friday only
62
U. S. RADIO • February 1961