<ARTICLE> 5
<LEGEND>
This schedule contains summary financial information extracted from the
financial statements of T. Rowe Price Associates, Inc. listed in the Item 8
Index on page 18 of the accompanying Form 10-K Annual Report for the year ended
December 31, 1996 and is qualified in its entirety by reference to such
financial statements.
</LEGEND>
<CIK> 0000080255
<NAME> T. ROWE PRICE ASSOCIATES, INC.
       
                             
<PERIOD-TYPE>                   YEAR
<FISCAL-YEAR-END>                          DEC-31-1996
<PERIOD-START>                             JAN-01-1996
<PERIOD-END>                               DEC-31-1996
<CASH>                                     114,551,000
<SECURITIES>                               143,410,000
<RECEIVABLES>                               73,239,000
<ALLOWANCES>                                         0
<INVENTORY>                                          0
<CURRENT-ASSETS>                                     0<F1>
<PP&E>                                     158,380,000
<DEPRECIATION>                              57,173,000
<TOTAL-ASSETS>                             478,834,000
<CURRENT-LIABILITIES>                                0<F1>
<BONDS>                                              0
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                    11,514,000
<OTHER-SE>                                 334,152,000
<TOTAL-LIABILITY-AND-EQUITY>               478,834,000
<SALES>                                              0
<TOTAL-REVENUES>                           586,070,000
<CGS>                                                0
<TOTAL-COSTS>                              398,599,000
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                                   0
<INCOME-PRETAX>                            187,471,000
<INCOME-TAX>                                72,608,000
<INCOME-CONTINUING>                         98,453,000
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                98,453,000
<EPS-PRIMARY>                                     1.59
<EPS-DILUTED>                                        0
<FN>
<F1>Item is not contained in registrant's unclassified balance sheet.
</FN>