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% who
SRDS Editions
Maps or market data sections
% who USE
favorably evaluate ADEQUACY
Newspaper Rates &. Data
Maps
90 4
86.2
Consumer Market Data
83.0
84.1
(N-94)
Ranking Tables
80.9
85.1
Spot Radio Rates & Data
Maps
97.7
89.5
Consumer Market Data
94.2
94.2
(N-86)
Ranking Tables
90.7
93.1
Spot TV Rates &. Data
Maps
97.8
87.7
Consumer Market Data
95.5
93.3
(N-89)
Ranking Tables
92.1
92.1
Now ready to use.. .SRDS consumer market
SRDS May issues reflect actual market conditions reported in the I960 census
Now you have at your fingertips the final, authoritative figures hased on the 1960 census (the-once-in-ten-year anchor figures upon which interimyear population and household estimates will be based.) This consumer market data in SRDS, current as of January 1, 1961, is selectively compiled and correlated for the special needs of people who use market data for media planning.
SRDS Spot Radio, Spot TV and Newspaper books contain latest figures on population, households, consumer spendable income and retail sales by states, counties, cities and the standard metropolitan statistical areas, as well as their new definitions as issued by the Bureau of the Budget.
Panel of media buyers shows strong reliance on SRDS media/market data and maps
In 1959 a national panel of 250 media buyers was formed to provide reliable information on the uses to which the SRDS books are put and to guide us in the development and improvement of SRDS services.
In the spring of 1960, two panel studies revealed the following pattern of use and indication of adequacy of SRDS maps and market data:
An exclusive, monthly media/market data service
Widely used by buyers of media because of all-in-one place convenience —
SRDS is the only service in the country that provides buyers of media with latest consumer market data, media maps, media listings all in one place, every month.
From this panel response, it seems reasonable to conclude that, in the normal process of market selection and media evaluation, market information and media information go hand-in-hand. Having them together in SRDS is a great convenience to both buyer and seller of space or time. So it makes sense for a medium to register its whole sales story by advertising its market and market coverage in the market data sections of SRDS and its special values as an advertising medium on the listing pages.
Note: To correlate USE of maps and data with user evaluation of ADEQUACY, only those panelists who answered BOTH questionnaires are recorded here. This number indicated in chart.
56
U. S. RADIO/ April-May 1961