We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
year, car Listening is high because ol the number <>l radio-equipped cars and the number ol people who drive to and from work. But summertime adds to the car tune in .1 sizable segment of persons with portable radios or those listening to receivers in pub
lie places (restaurants, hotels).
A. C. Nielsen, in its "Radio 61" report, details more pre< isel) the auto-plus audience in giving radio's dimension in this year of a new decade.
It shows, for example, a whopping
46% ol the in-home audience as the auto-plus contribution during the July-August period of last yeai foi .1 week long evening average. But even the comparable winter period, January-February of 1961, shows a high of 40% added In < ;u listening.
And auto-plus listening peaks during the summer in the evening hours, a reversal of the winter pattern. For example, a winter measurement in the chart on page 45 shows an evening tune-in of 2.8 million homes which compares with 3.2 million for the same time period in the s u 1 1 nner measurement.
Idie relationship between in home and out-ol home tune-in remains fairly constant from hour-to-hour throughout the day in the 7 a.m. to 8 p.m. span, with the peak between 4 and 6 p.m. (presumably as drivers return from work and shopping).
Here's a day long rundown on auto-plus audiences by day parts for a winter period (January-February, 1961), in millions of cars in terms of the average for the hour.
Morning (Monday through Friday): 6 a.m., .5 million; 7 a.m., 1.6; 8 a.m., 1.7; 9 a.m., 1.3; 10 a.m., 1.5; 1 1 a.m., 1.2 million.
Afternoon (Monday through Friday): 12 noon, 1.3 million; 1 p.m., 1.3; 2 p.m., 1.3; 3 p.m., 1.7; 4 p.m., 2.2; 5 p.m., 2.3 million.
Evening (averaged for all seven days): 6 p.m., 1.5 million; 7 p.m., 1.6; 8 p.m., 1.4; 9 p.m., 9; 10 p.m., .7; 11 p.m., .7 million.
Listening is less evenly spread throughout the daytime hours for inhome receivers. A typical week analyzed by Nielsen for March, 1960. for example, shows that 34% of the week's radio listening in the home occurs between 6 a.m. and noon on Monday through Friday.
The in-home tune-in as a percentage of the total week's listening by day parts shows in addition: 23% of the listening takes place on week clays from noon to 6 p.m.; 11% on Saturdays from 6 a.m. to 6 p.m.; 8% on Sundays from 6 a.m. to 6 p.m. 18% from 6 p.m. to midnight (seven night average) and 6% from midnight to 6 a.m. (seven-day average) .
During this measured week, 40.7 million families or 82.3% of the total U .S. radio homes tuned to radio for an average of 16 hours and Continued on page 51
RADIO REACHES 49.5 MILLION HOMES
49.5'
41.4
£3=
* !
•Continental U.S.
millions of homes
1950
'61
Chart above contrasts the number of homes reached in 1950 and 1 9G 1 : 41.4 million vs. 49.5 million. Below, chart shows the growth of radio stations from 2,781 in 1950 to 3,955 this year. Facts from A. C. Nielsen, 'Radio '61'.
3955'
2781
number of stations
'Continental U.S.
1950 '61
46
U. S. RADIO/June 1961