Sponsor (Oct-Dec 1964)
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TABLE IV
DISTRIBUTION OF LATE VIEWERS (by programs and program combinations)
Percent of
Program
families
News
only
33.4%
News
and movie
18.1
News
and "Tonight"
16.7
News,
"Tonight" and movie
7.5
News
and "Steve Allen"
3.9
News
and other*
3.6
News,
movie and other*
3.4
News,
"Tonight" and other*
2.8
News,
"Steve Allen" and movie
1.4
News,
"Tonight," movie and other
*
1.4
Movie
only
1.4
News,
"Steve Allen," movie and oth
er*
1.1
News,
"Steve Allen" and other*
.8
News,
"Tonight," "Steve Allen" an
d
movie .8
"Tonight" only
.8
Other*
only
.8
News,
"Tonight" and "Steve Allen
/
.6
"Steve
Alien" only
.6
Movie
and other*
.3
"Steve
Allen," movie and other*
.3
"Tonight," movie and other* Total
listed
.3
100.0%
* OTHER includes all programs not otherwise
(syndicated dramas, wrestling, etc.)
TABLE
V
SETS-IN-USE COMPARISONS
(Mond<
ay through F Time Pe
riday riod
avera
ges)
Market
11:00 11:15 11:30 11:45 12:00 12:15 12:30 12:45 |
(Eastern and
Pacific)
Atlanta
24
18
11
10
8
8
7
6
Baltimore
38
32
21
19
16
15
13
12
Boston
41
23
18
17
13
12
10
7
Cincinnoti
39
32
16
15
12
11
8
8
Cleveland
44
29
23
22
17
16
14
11
Columbus, Oh
io 39
31
22
20
17
17
11
10
Detroit
39
33
20
20
17
17
14
14
Los Angeles
27
21
14
12
11
10
7
6
New York
49
42
35
30
28
25
23
18
Philadelphia
41
26
23
21
16
15
13
12
Pittsburgh
55
33
27
25
20
18
16
13
San Francisco
25
17
14
13
10
9
8
5
Seattle-Tacoma 27
24
13
12
10
9
7
6
Washington D.C. 34
26
14
13
11
10
7
7
10:00 10:15 10:30 10:45 11:00 11:15 11:30 11:45 |
(Central and
Mountain)
Albuquerque
39
34
24
23
20
19
16
15
Chicago
65
54
41
39
34
33
29
28
Dallas-Ft. Worth 50
44
25
23
21
18
17
13
Minneapolis
St. Paul
53
44
28
27
22
21
16
15
St. Louis
58
52
36
33
27
24
20
19
probable that, given the opportunity, more people in the sample studied would fall into an "after 1 a.m." category, but since tv is not available to them, they cannot view durthe early morning hours.)
What does the late-evening viewer watch in the way of programing? Table IV indicates thati 33.4 percent view the late news and only the late news — during the Monday through Friday period.
Viewing both the news and the Late Show ( or portion thereof) at , some time during the five-day week • are 18.1 percent of all late evening viewers. Close on their heels are 16.7 percent of the families who watch the combination of ncwsTonight. The next most popular combo is T\Qws-Tonii;ht-Lcile Show.
Only a small percentage of families view both Steve Allen and Tonight during the course of the May 1964 average week — indicating definite viewer loyalty to one personality or the other. A mere six-tenths of one percent of all late viewers watch news-Tonight-Steve Allen, in addition to another .8 percent who view this same combo plus Late Show.
Geography and the late viewer
This analysis would not be complete without mention that the above data are all in terms of averages — in other words, this is what the average American family does. It must be pointed out, however, that vast differences occur in total late evening viewing from one section of the country to another.
For instance, based on 19 individual markets surveyed by ARB in April/May 1964, the West Coast late-night sets-in-use data tend to be somewhat less than the East Coast — with the exception of Atlanta (see Table V).
Pittsburgh's 11:00 p.m. sets-inuse is 55 percent, the highest of all Eastern and Pacific time zone markets studied. Atlanta, on the other hand, has a sets-in-use level for the same time period of only 24 percent, the lowest of the group.
Central and Mountain zone markets show similar extremes. They range from Albuquerque's 39 percent SIU to Chicago's 65 percent (10 p.m.). However, the majority of these markets show SlUs of 50 percent or greater during this time period. ♦
34
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