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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, OCTOBER, 1941
Type
Rating
Last Month
1 Month Change
Last Year
1 Year Change
MUSIC
.317
.309
+ .008
.350
-.033
NEWS
.212
.222
-.010
.180
+ .032
QUIZ
.125
.119
+ .006
.090
+ .035
TALKS
.092
.095
-.003
No Rating
....
INTERVIEWS
.083
.082
+ .001
No Rating
....
SPORTS
.066
.067
-.001
.080
-.014
COMEDY
.057
.056
+ .001
.060
-.003
DRAMA
.048
.050
-.002
.070
-.022
TOTAL
1.000
1.000
1 Mo.
GROUPS Men Change
Music 275 + -006
News 271 -.008
Quiz 121 + .001
Talks 070 + .001
Interviews 070 + -005
Sports 117 -.006
Comedy 044 + .001
Drama 032 ....
THIS MONTH
You can call October a period of "continued change," for trends that started in earlier months have continued to follow the same paths this month.
1) The rating of music programs began a long decline way last January. It reached a low in August of .306. In September, a slight about-face was recorded. This month, music took its biggest climb in over a year. It now is rated at .317, and seems headed back toward the heights of last year.
2) In musical programs where the commercial appeal is directed at children, we find the biggest single trend chansre of the entire month. Kid mus
Women .343 .202 .120 .127 .088 .028 .054 .038
1 Mo. Change
+ .002 -.012
+ .010 -.006
.006
Children .322 .088 .154 .046 .107 .051 .102 .130
1 Mo. Change
+ .023 -.007
+ .006 -.012 -.003
+ .003
+ .009 -.019
icals are definitely on the rise.
3) Second biggest increase of the month was in the rating of quiz slioius. Right now, locally-sponsored quiz shows have reached their highest peak since these surveys began. There is a twofold reason for this unusual increase. EvERSHARp's popular network show "Take It Or Leave It" is one. This fast moving, "double-up" program has many local counterparts throughout the country. One is Hirsh Clothing Company's (Chicago) Shoot the Works. Another is the Red Owl Grocery Stores' (KRMC, Jamestown, N. D.) Inquiring Mike. Red Owl's quiz differs from the orig
DECEMBER, 1941
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