Sponsor (Oct-Dec 1959)
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This is all done in a basically simple way so that buyers don't have to scrounge around trying to figure out what it all means. It will probably take a little time, however, for users to familiarize themselves with the format. The many tables are ar
from the Nielsen national Audimeter sample and its matched diary-Recordimeter sample for audience composition. All material on local programing comes from Pulse data in 56 representative metro markets covering nearly half of all tv homes. The
HOW TvB SHOWS VIEWING DATA
Local time
No. of women
% all U.S. women
% of viewers
7:00-7:30 A.M.
1,869
3.3
37.0
7:30-8:00
3,094
5.5
35.0
8:00-8:30
3,552
6.3
33.0
8:30-9:00
3,877
6.9
38.0
9:00-9:30
4,385
7.8
41.0
9:30-10:00
5,366
9.5
47.0
16:00-10:30
6,255
11.1
51.0
10:30-11:00
7,507
13.4
55.0
11:00-11:30
8,317
14.8
55.0
11:30-12:00 NOON
8,567
15.2
53.0
12 N-12:30 P.M.
8,513
15.1
46.0
12:30-1:00
9,508
16.9
52.0
1:00-1:30
8,174
14.5
56.0
1:30-2:00
8,352
14.9
57.0
2:00-2:30
7,464
13.3
57.0
2:30-3:00
8,133
14.5
57.0
3:00-3:30
8,662
15.4
53.0
3:30-4:00
9,262
16.5
48.0
4:00-4:30
9,007
16.0
38.0
4:30-5:00
9,407
16.7
35.0
5:00-5:30
8,492
15.1
27.0
5:30-6:00
9,895
17.6
26.0
6:00-6:30
15,266
27.2
31.0
6:30-7:00
18,961
33.7
32.0
7:00-7:30
22,548
40.1
33.2
7:30-8:00
25,911
46.1
34.2
8:00-8:30
28,541
50.8
36.9
8:30-9:00
28,445
50.6
37.8
9:00-9:30
28,704
51.1
41.9
9:30-10:00
26,911
47.9
44.4
10:00-10:30
21,516
38.3
46.1
10:30-11:00
16,305
29.0
46.9
11:00-11:30
11,014
19.6
48.4
11:30-12:00 MID.
7,665
13.6
48.9
Note: Daily average viewing data cover Monday-through-PVlday daytime, Sunday through Saturday evening. No. of women in thousands. Kgures above are not shown in complete format used by TvB. Format also Includes separate daytime Saturday and Sunday viewing figures.
ranged for easy reference and comparison, and a master table shows graphically at a glance what each individual table covers and how one complements the other.
Source of the information is Nielsen and Pulse. All time period viewing data and all network figures come
Nielsen material is as of March-April 1958; the Pulse is March 1958. Though the audience numbers may be a little higher now, the percentage figures paint a situation that will probably remain stable for years. In addition to about 50 solid pages of charts, a good-sized summary sec
tion provides some interesting overall views of the television audience developed from the basic charts. Here are some of them:
• On an average day tv reaches (1) 82.7% of all people, (2) 69.9% of all men, (3) 78.4% of all women, (4) 88.6% of all teens, (5) 99.9% of all children (under four).
• Of all people in the country, 24.1% view by noon on the average day, 49.7% view by 6 p.m., 82.7% by midnight. There are similar breakdowns for each of the four population segments.
• Of the 36 half hours between 6 a.m. and midnight, 29 have more adult viewers than non-adult viewers.
• Of all the people in the country, 50.5% view daytime tv during an average day, 75% view nighttime tv, 32.2% view only nighttime tv, 7.8% view only daytime tv, 42.7% view both day and night. There are similar breakdowns for each of the four population segments here, too.
The reason for the study was spelled out by George Huntington, vice president and general manager of TvB.
"TTiere's plenty of material around on how homes view tv," he said. "I think it's about time we forget about homes. Let's look at people. That's what the advertiser is really interested in."
There are also other facts ratings data don't give, he pointed out. "They don't provide figures such as the total number of men or women who view each day. They don't show how many people or what kind of people view only in the daytime or view only at night."
Huntington said that while the study did not attempt to prove anything about viewing, the figures should establish clearly that women and teenagers make up a substantial part of the daytime tv audience.
Some of the material published could be calculated with existing syndicated material but it would take a timebuyer too much time, he said. Other data could be developed onlv through special tabulations, such as Nielsen provided TvB.
In breaking down total population into the four segments, TvB uses the breakdowns employed by the rating service, which was the source of the information. The Nielsen reports de
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SPONSOR
3 OCTOBER 1959