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SUMMER RADIO: BIG AUTO TUNE-IN FOR SPONSORS
OuT-OF-HOME radio listening, too seldom taken into account by a buyer in consideration of cost-per1.000, nevertheless is a vital element in the media strategy of advertisers moving into the medium and, most
particularly, to those who sponsoi radio during the siuninci months.
These are the mom lis <>l peak tune-in to automobile and portable tadios. During the hot spell, when people are driving to and from en
tertainment spois, to weekend lesorts and on vacation, the out-olhome radio audience swells even beyond its gigantic all-year-round proportions.
Week in and week out during the
millions of homes
morning
(Mon.-Fri.)
1.5
1.3
Auto-Plus (31% (19%
afternoon
(Mon.-Fri.)
1.8 1.7
38% !34%
evening
(7 days)
1.1
.46%
1-hc
4.7 6.8
4.7 5.0
3.2 28
Summer radio sponsors get a surprising bonus in their time buys. This A. C. Nielsen analysis, for example, shows vividly that nighttime tune-in in automobiles adds 46% to the
morning (Monday-Friday)
average for day part J-A '60 J-F '61 J-A '60 J-.F '61 J-A '60 J-F '61
in-home audience (based on a week-long average for July and August, 1960). The minimum bonus for sponsors, whose cpm's are based on in-home sets, is 19% even in -wintertime.
afternoon (Monday-Friday)
lions of homes
Auto-Plus 0.5 1.6 1.7 1.3 1.5 1.2
1.3 1.3 1.3 1.7 2.2 2.3
evening (7 days) 1.5 1.6 1.4 0.9 0.7
in-home 3.2 7.1 8.7 8.1 7.5 6.3
6.1 5.9 4.9 4.5 4.2 4.5
4.3 3.4 2.6 2.2 2.2
erage for hour beginning 6 am 7 8
U. S. RADIO/June 1961
10 11
12 n 1
6 pm
10
45