Variety (December 1952)

Wednesday, December 17 f 1952 29. rpminfrilip^ * » * * «> * $ » * * ♦ * * c <* 0 • A a o • • For the first time in three years, circulation figures and up-to-date circulation values of radio have been meas- ured, The A. C. Nielsen Co. has just released the results of the most comprehensive radio survey ever under- taken, covering every county in the U. S. In this adver- tisement NBC makes the first published report on the Nielsen Coverage Study. » « KMM 6 » • 0 0 0 * 0 0 « fr » • 0 0 0 0 • » 0 0 0 0 0 0 • 0 0 0 0 0 0 0 0 Here is the truth about nighttime radio /f-— Right now, the value of nighttime radio is greater than ever before Nighttime radio delivers a multi-million radio audience: ...at the lowest cost-per-thousand circulation in radio’s history. ...at only a fraction of the cost-per-thousand circulation of any of the nation’s top magazines. While the cost-per-thousand circulation of printed media has been steadi- ly increasing since 1949, the cost of nighttime radio has been decreasing . And NBC Radio's nighttime costs have shown the greatest decrease. NBC’s cost per thousand is now lower than any of the networks ... only 33 cents. NBC nighttime radio reaches more homes per dollar than magazines, / newspaper supplements or network television. And NBC nighttime radio does more for your advertising dollar than any other radio network. CIRCULATION —The new Nielsen Coverage Survey .is the largest per- sonal interview study ever made (a sample of 100,000 homes). It shows an NBC Radio audience of more than 16,000,000 homes on the avex’age night... 25,466,870 different homes at the end of a week . . . and NBC reaches additional millions of homes with the passing of successive weeks. NBC Radio's nighttime audience exceeds the next network by 1,275,000 homes each week. 0 e e 0 • 9 9 0 0 0 0 9 0 0 0 0 0 0 9 0 0 • 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 - 1949-1952 TREND OF MEDIA COST/1000 Radio Networks livening) PCRCCNT DECREASE Mttgoxlnes LADIES’ HOME JOURNAL GOOD HOUSEKEEPING WOMAN’S HOME COMPANION BETTER HOMES & GARDENS LIFE MCCALL’S 8ATURDAY EVENING POST COLLIER’S LOOK SOURCES: Circulation—Radio Weekly Audience: BMB for 1949-NCS for 1952 Mftgazinea: ABC first six: months each year COSTS: Radio: Net time cost Vz hour, weekly frequency. Magazines: Net cost Black and White full page based on use of every issue in a year. SALES EFFECTIVENESS— NBC Radio is the only network which has tested and proven its ability to sell advertisers’ products today — even in tele- vision markets. NBC-advertised products sell 20% to 111% better among their listeners than among people xvho are exposed to all other advertising. Here is documented proof of NBC Radio’s outstanding impact on the buying habits of millions. * MERCHANDISING —Today, NBC Radio is the only network fully equipped to merchandise products successfully at the point-of-sale. Under the leadership of NBC’s twelve district supervisors throughout the nation, NBC’s affiliated stations actively work to sell their advertis- ers’ products. • FACILITIES— The farthest reaching voice in the nation is the NBC Radio Network. Through NBC’s superior'facilities, advertisers have the op- portunity to reach millions of homes virtually untouched by other na- tional media. . ' Here, then, is the truth about nighttime radio. Never before has night- time radio offered better values. As Radio continues to offer even greater values to advertisers, so NBC continues to offer the greatest values in Network Radio. Sources for all statements available on'request. *8,835,000 new radio sets have already been sold this year 9 National Broadcasting Company a service of Radio Corporation of America