Sponsor (Oct-Dec 1959)

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36 24 36 62,000,000 These are the pertinent dimensions of the young lady from Natchez when she became the new Miss America on the night of September 12. Because it happens at a time when a new television season is just beginning, this annual contest has come to be a measure of television itself. The 62 million viewers who witnessed the coronation of Miss America (and the introduction of the new products of the Philco Corporation) constituted the largest audience in the history of the ceremonies. At the time of the broadcast three out of every four television homes in the country had their sets turned on —and tivo out of the three were watching Miss America. In the past year the number of television homes increased again— by 2%. And the audience to this CBS Television Network broadcast ivas greater by 7%. These measurements of the first special broadcast of the new season reflect not only television's constantly increasing dimensions, but the ability of the CBS Television Network to continue to attract the largest audiences in television. It is the first clear sign that the nation's viewers and advertisers will be getting more out of television this year than ever before. IJ CBS®