Evening star. [volume] (Washington, D.C.) 1854-1972, 1930-06-08
.N.B.C. RADIO CENSUS
FIGURES COMPLETE.
43 Per Cent of U. S. Families
Own and Operate Re-
ceivers Today.

Though the Federal Governments
current census of radio sets Is still in
complete, the National Broadcasttng
Co. announces that a survey OF its own
has revealed that 1924 800 families of
the United States, or AZ per cent, own
and operate receivers. From this the
N. B. C. statisticianS calculate that
the American radio audience numbers
So 581, $50.
Pacific Coast jewellers have a higher
radio percentage than the average for
the rest of the country. There 1t was
found that 1,O69,7OO families, or sos
per cent, own radios.
The calculations were derived from
the long researches conducted for the
network by DR.. Daniel Starch, econ
omist of Cambridge, Mass. DR..
Starch's survey covered the entire
United States, his corps of canvasSerS
interviewing 18024 families scientifcal-
ly selected in various parts of the coun-
try as typical. Frank A. Arnold, di-
rector of development of the chain.
revealed more of the findings during
the recent meeting here of the Adver-
Using Federation of America.
Some interesting human reactions
were obtained" said Mr.. Arnold. For
instance, the quality of sets is evil
denced by the fact that over rs per
cent have over five tubes. Also, 1t
was discovered that more than So per
cent of those interviewed had had their
sets more than two years. while 30.41
per cent had bought their equipment
within IL months.
"Eighty-one per cent of the families
in the United States listen In two hours
or more daily, an average of $50 hours
year. In designating the most pop
IlnIs &c hn n
conflict of opinion that would be ex-
pected due to occupations of families,
their geographical location, social de-
mands, etc. But by far the maximum
of listening takes place between and
10 PM, while the noon hours and the
dinner hour bring about an equal
number of responses, farmers especially
making practical use of the period be-
tween noon and 2 pm.
The preference for particular eve
nings of the week manifested an I'M
usually even balance. Nearly three
quarters, or 7S.41 per cent. of the fam
lilies owning receiving sets said that
they listened about equally all evenings
of the week, while an additional "a
per cent reported listening more on
Saturday and Sunday. This expression
Of preference on the part of those own
ing receiving sets guarantees an au-
dlenee every evening of the week of
over 100000 people.
THE popularity of sponsored pro-
grams was shown, inasmuch as 81 per
cent prefer feature programs such as
Eveready, Walter Damrosch, General
Motors, Golfers. Maxwell hour, Ipana
and programs Of like nature, and 20
per cent report purchase OF goods as
the result OF listening to sponsored
programs.
THE use OF the radio In the Sum-
merttne has always been q matter Of
dispute, with no proof offered in evil
dence. This survey has revealed con-
clusively the fact that the radio re-
ceiving set Is in use nearly as much In
the Summer as in any other season of
the year. OF the families interviewed
1880 per cent stated they used the
radio in the Summer, either taking
their own sets and installing them
whenever the Summer sojourn made
this possible, or obtaining access to
radio programs through use of a port
able set or the radio in the hotel where
they were spending their vacation.
Another question of dispute was the
extent to which the DIX or distance
seeking radio fans, were continuing to
be factor in the situation. 1t will be
remembered at one time the desire for
oD"1AhhlB uIoidnCe was so SJrOnR as 10
create in many cities what was known
as the silent night This survey shows
that 73.49 per cent owning radio re-
cefv1ng sets tune in regularly on one
or two favorite stations.
Another question which brought out
some unexpected facts was this, DO
you enjoy talks on agricultural SUBJ
jects? Those voting yes included u
per cent of the farm families inter-
viewed, 81 per cent of the town FAM
lilies, % per cent of medium sized city
families and 10 per cent Of the families
in our large metropolitan centers, or a
weighted average in families of all
groups Of S63 per cent of those inter-
ested in and enjoying talks on agricul-
tural subjects"