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TRENDS
A rating of program patterns based on a special survey of outstanding, locally-sponsored radio programs throughout the country. Let the TREND of these ratings, month to month, be your guide to better buying.
35% 35%
KEY [] Aug. Rating I Sept. Rating
17% mam 17% 17%
ii
11%
10%
II* 7% «* 7%
MUSIC NEWS
TALKS 8C INTERVIEWS
QUIZ DRAMA SPORTS
COMEDY
GROUPS Men
Music 32%
News 21%
Talks &
Interviews . 14%
Women
37% 17%
Children
37% 5%
21% 11%
5% 3% 6%
14%
9%
20%
6% 9%
Quiz 9%
Drama 6%
Sports 14%
Comedy .... 4%
OBSERVATIONS
Ratings for two months are hardly conclusive enough to aid in the solution of any radio buying problems. As we proceed to rate program patterns from month to month, TRENDS will become increasingly important as a method of tracing the success or failure of basic radio ideas.
The programs used in this survey are sponsored by local businesmen only. For that reason, relative COS ft of the different types 01 program patterns pla\ an important part in the net results. I or example, drama which is
undoubtedl) recognized as one of the most
important phases of network entertainment — and, at the same time, one ot the most e\ pensive, has a COmpa ratively low ranking among locall) sponsored shows.
In time, through the increase in the sale of lyndicated dramai iris transcriptions, local
businessmen ma\ make increasing use ot this
type of program. It tins becomes true, it will be reflei ted in I ki mds.
Primarily, wt are interested in the l«»n^
time tendencies; but seasonal fluctuations, especially the interest shown in sports programs at different times of the year, will naturally enter into our figures.
THIS MONTH
The most important and interesting risei in program ratings has been in comedies. It will be interesting to watch further developments especially in view of the world situation at the present time.
Broadcasting news and comedies result in exactly opposite reactions in periods of high stress. One enlarges upon, the other relieves the tension. This month, news and comedies were the only two program types to show advances.
Remember: Though each type of program is rated separately, you may have greater success combining two or more patterns.
It may be possible to conveniently classify your customers into age or sex groups. In that case, the ratings by groups (set above) will then be of special interest.
LOOKING AHEAD
With King Football back in action, capturing public attention as no other game can, sport shows should definitely increase their i ating in the next tew months.
Watch drama rise as Christmas draws closer. More and more children programs ire telling their Santa Claus stories via
syndicated transcription dramas.
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RADIO SHOWMANSHIP