Weekly television digest (Jan-Dec 1963)

Record Details:

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NEW SERIES VOL. 3, No. 28 TELEVISION DIGEST-7 MANUFACTURING, DISTRIBUTION, FINANCE TOP TV-RADIO-PHONO BRANDS IN LATIN AMERICA: How do U.S. brand names stack up in Latin America, in terms of TV-radio-phono ownership? Consumer product surveys by International Research Associates for "Reader's Digest" of Mexico, Central America & Colombia is first of its kind, to our knowledge, and shows up some interesting trends. It confirms nearly complete domination of these markets by Latin American affiliates of big international Philips organization. After Philips, however, U.S. trade names have overwhelming part of remainder of market. These brand names ore affiliates, partly-owned subsidiaries or licensees of their U.S. counterparts. Figures represent sets-in-use, therefore don't emphasize recent trends, such as increased sale of Japanese-made equipment. Completed about year ago, survey is based on cross-section sampling, with 2,505 interviews in 16 Mexican cities, 1,499 interviews in capitals of Costa Rica & El Salvador, 1,519 interviews in 3 principal cities of Colombia. Here ore highlights: In Mexico, 33% of respondents owned TV sets, 32% owned record players, 86% owned radios. In Colombia, 18% owned TV, 35% record players, 93% radios. In the 2 Central American countries, TV ownership was 20%, record players 25%, radios 88%. In Mexico, Admiral was dominant TV brand, owned by 13% of TV households. GE was 2nd, with 11%, followed by Philips & PhUco, 10% each; RCA Victor, 7%; Sears' Silvertone & Zenith, 6% each; Packard Bell & Majestic, 5% each; Emerson, Stromberg-Corlson & Du Mont, 2% each; Crosley & Westinghouse (lEM), 1%. Mexican phono ownership, xmlike TV, sees several European brands in important positions: RCA Victor & Garrard ore first, with 9% each, followed by Philips, 8%; Silvertone & Philco, 6%; Universal & Stromberg-Carlson, 5%; GE, 4%; Telefunken, 3%; Zenith, Electra, Blaupunkt & Packard Bell, 2%; Motorola & Imperial, 1%. Mexican radio ownership finds Philips in lead, with 13%; RCA Victor, 12%; GE, Majestic & Universal, 9% each; Zenith, 4%; Admiral & Silvertone, 3%; Philco, Emerson, Packard Bell & Telefunken, 2% each; Blaupunkt, 1%. Philips is completely dominant in other Latin American markets surveyed. In Colombia, that brand accounts for 29% of TV sets; followed by GE, 11%; Philco, Crosley & Motorola, 8% each; RCA Victor, 6%; Emerson, 5%; Zenith & Westinghouse, 4%; Silvertone, Olympic & Sylvania, 2%. Colombian phono ownership: Philips, 36%; Philco, 9%; Silvertone, 8%; RCA Victor, 7%; GE & Motorola, 4%; Zenith, Grundig, New Yorker, V-M, Webcor & Imperial, 2% each. Colombian radio ownership: Philips, 42%; RCA Victor, 12%; GE, 7%; Zenith, 5%; Silvertone, 3%; Telefunken, 2%. In Central American TV ownership. Philips leads again with 16%; Sylvania is 2nd with 11%; RCA Victor, 9%; GE, Zenith & Motorola, 8%; Admiral, Philco & Du Mont, 6%; Silvertone & Emerson, 5%; Westinghouse & Hotpoint, 2%. Of Central American phonos. Philips accounts for 30%; RCA, 10%; Philco & Webcor, 5%; Zenith & Grundig, 4%; Silvertone & Telefunken, 3%; Garrard, Blaupunkt & Lowe Opta, 2%; Stromberg, GE & Imperial, 1% each. Radio market in Central America shows Philips with 35%; Zenith, 11%; Philco, 7%; RCA Victor, 5%; Blaupunkt, 4%; Telefunken & Grundig, 3%; GE, Silvertone, Lowe Opta & Siemens, 2%; Majestic, Admiral <& Emerson, 1% each.