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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.
PROGRAM RATINGS, DECEMBER, 1940
WHAT ABOUT QUIZ SHOWS?
Type
Rating
Last Month
Change
MUSIC
36%
36%
NEWS
21%
20%
+ 1%
TALKS & INTERVIEWS
14%
15%
-1%
QUIZ
10%
9%
+ 1%
SPORTS
7%
7%
DRAMA
6%
7%
-1%
COMEDY
6%
6%
GROUPS Men Women Children
Music 30% 38% 41%
News 26% 21% 7%
Talks 8C
Interviews 11% 18% 14%
Quiz 10% 11% 8%
Drama 5% 4% 18%
Sports 13% 3% 4%
Comedy 5% 5% 8%
GOOD NEWS FOR NEWS SPONSORS
TREND OF NEWS SHOWS
AUG. SEPT. OCT. NOV. DEC.
The end of 1940 sees locally-sponsored news programs receiving the highest rating since these surveys began. This means that more and more businessmen are finding good news broadcasts pay!
TREND OF QUIZ SHOWS
lllll
AUG. SEPT. OCT. NOV. DEC.
Figures don't lie — but many times they forget to tell the entire story.
Take the trend of quiz programs as an example. The first three months of these surveys showed a sharp decline for shows of this type, but since then almost a complete aboutface has been recorded.
Now, let's examine the figures a little closer. Since October, when the decline stopped, it has been noted that most of the new successful quiz shows reported have added twists and showman stunts that make them differ entirely from the straight question and answer programs that marked the first few months of this survey.
Dr. Pepper Bottling Co., over KFDA, Amarillo, Texas, reported a quiz show, only five minutes long dealing entirely with crime problems. Hyde Park Brewing Association, over KMOX, St. Louis, tell of their sport quiz featuring a board of sports experts with the listeners asking the questions, much on the order of Information Please.
Kay Jewelry, over KROW, in San Francisco, has a quiz contest between two teams; the winning team continues week to week until beaten.
Many of the newer quiz shows are directed at the listeners themselves instead of a selected few from the studio audience.
Hadley Furniture Co., over WAPO, Chattanooga, Tenn., has the listener phone in his answer. Quimby Bakery, over WWVA, Wheeling, W. Va., asks for replies by mail and requires the contestant to include a wrapper of their bread.
The list of successful quiz shows goes on and on, but they all prove a single point: Today, quiz programs have to be different to be good!
JANUARY, 194 1
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