Sponsor (Oct-Dec 1959)

fine audience composition as follows: men — 19 and over; women — 19 and over; teenagers — 12 through 18; children — four through 11. The Pulse material on local programing differs as follows: men — 18 and over; women — 18 and over; teenagers — 12 through 17. The Pulse definition of children is the same as the Nielsen. TvB cautions in its report that data on network and local programing should not be directly compared. In the first place, research techniques of Pulse and Nielsen differ. Second, Pulse data cover metro areas only, while the Nielsen material comes from a sample of the entire U.S. Third, network programs, particularly at night, commonly cover the highest viewing levels. "This can lead network programs to have larger audiences than local programs telecast in non-network periods," the report stated. "It should also be remembered that many stations offer time periods for spots and some for programs even during these 'network time' periods." Because of the Nielsen method in using its Audilog (diary), some of the cumulative audience figures are on the conservative side. This is why: Suppose a home listed one man as viewing during each of the six quarter hours between 6 and 7:30. This could conceivably be the same man, or it might possibly be two men and, theoretically, it could even be six different men — though this is most unlikely. In cumulating these figures, the assumption was made that one man did all the viewing. If two or more men were listed during a particular quarter hour, it was assumed there were at least two or more different viewers. On the other hand, there were occasions in which the same person was counted twice in the cume totals. This usually takes place where a child views in his own home and then, later, views at a friend's house. Since the Audilog gives the respondent no way of differentiating, the cume totals include the child twice. In collecting data on network programing, TvB used the Nielsen classifications. The data do not include unsponsored programs. As for Pulse's local program analysis, show types are based on SRDS' breakdown in its Films for Television. ^ TYPICAL TvB CHART HERE SHOWS HOW MEN VIEW LOCAL PROGRAMS MORNING (weekday) % of all % of No. of men U.S. men viewers ISEWS 1,224 2.2 26.1 HALF HOUR ^ SHOWS ADVEISTVRE 345 0.6 10.4 CHILDREN 423 0.8 9.2 GENERAL DRAMA 3.51 0.6 9.6 SITUATION COMEDY 426 0.8 10.4 MISCELLANEOUS 337 0.6 7.7 AFTERNOON (weekday) \ NEWS 1,401 2.6 22.1 HALF HOUR ^ SHOWS ^ ADVENTURE 420 0.8 13.5 CHILDREN 1,209 2.2 10.0 GENERAL DRAMA 459 0.8 12.9 SITUATION COMEDY 654 1.2 11.7 WESTERN 280 0.5 8.6 L MISCELLANEOUS 401 0.7 13.8 FEATURE FILMS 492 0.9 12.3 WEEKEND (daytime) \ NEWS 1,878 3.4 36.7 HALF HOUR ^ SHOWS " ADVENTURE 2,142 3.9 26.9 CHILDREN 909 1.7 14.5 GENERAL DRAMA 3,435 6.3 32.1 SITUATION COMEDY 1.878 3.4 26.6 WESTERN 1,343 2.5 21.9 ^ MISCELLANEOUS 1,195 2.2 46.0 FEATURE FILMS 2.252 4.1 26.6 EARLY EVENING (Sun.-Sat.) \ NEWS 4.812 8.8 39.2 HALF HOUR < SHOWS ADVENTURE 5,267 9.6 34.8 CHILDREN 2,397 4.4 20.9 GENERAL DRAMA 3,448 6.3 34.0 SITUATION COMEDY 2,945 5.4 29.8 WESTERN 5.009 9.2 30.3 . MISCELLANEOUS 2,719 5.0 37.8 FEATURE FILMS 2.25 1 1.1 34.2 LATE NIGHT (Sun.-Sat.) \ NEWS 6.067 11.1 1().6 HALF HOUR < SHOWS " ADVENTURE 6,667 12.2 41.3 GENERAL DRAMA 5,032 9.2 42.5 SITUATION COMEDY 5,677 10.4 44.2 WESTERN 6,862 12.6 42.2 j MISCELLANEOUS 6,067 11.1 45.6 1 FEATURE FILMS 4,385 8.0 43.8 1 Note; FUures show dally averaco tlenlng levels for each progrnni type. No. of iiin m ll.ou.t.nils 1 SPONSOR 3 OCTOBER 1959 35