Variety (Dec 1939)

VARIETY Wednesday, December 6, 1939 11 ! Dinn-O.QQQCii.nn mMMimm\mmmm\mm ACTUAL STORE INVENTORIES show an 88% increase in sales due to Radio-and Radio alone! EVERY obscuring detail >vas ripped away. The program was put through the stiffest cross- examination research could devise. The client asked for it; wanted to measure exactly the sales impact of his CBS program apart from all his other sales efforts. It took everything in the research book to do it: actual store inventories, home inventories, personal interviews and coincidental telephone calls. All these were used by Crossley, Inc. And this is how they did it: SLEUTHING at the counter! The biggest and tough- est job was an exact measurement of the impact of this program at the dealer s counter. The client made it possible by choosing, for Crossley, two major markets in which all his sales factors were exactly comparable except for radio; his program was heard in one market, not in the other. Here's how perfect a pair of marketing research scales the client picked: MARKET A MARKET B Population 149,900 Retail Sales^..M5,928,000 Retail 0otlets\ 506 *In this sponsor's field. PopilatlOD 127,412 Retail Sales\..M5,034,000 Retail Outlets'^ 497 And remember: all sales and advertising efforts of the sponsor were identical in both markets except for radio. CBS alone made the difference! Crossley measured this difference by taking actual store inventories on the sponsor's product week after week, for a full month. In exactly the same type of stores in both cities. In enough stores to be repre- sentative of all the stores in both cities. And this is what Crossley found: UNITS OF SALE PER WEEK IN AVERAGE STORES IN RADIO MARKET 100 ""'^^ ^^'^ ^^^^ IN NON-RAfiiO MARKET Croesley found that average Mores in the radio market were ■clling 188 onits of the sponsor's product, for every 100 units of sales in average stores in the non-radio market. Am increase of 88% due lo CBS! CBS alone made the difference!