Sponsor (Nov 1947-Oct 1948)

earlier this year, his first rated broadcast being September 16 with a 16 (his first 1946 airing was on October 1). Kraft Music Hall is expected to do big things for Thursday night dialing now that this variety program has Al Jolson, this season's hottest personality on the air. Jolson started with an 18.8 on October 2. Last year during the same week the Music Hall had a 12.7. Jolson gives the Sealtest Village Store which follows Kraft a lift, the Jack Carson-Eve Arden program having received a 13.7 on October 2 against the 11.8 it had last year, when the keepers of the store were Jack Haley and Eve Arden. Bob Hawk who follows Carson-Arden did better in the time slot 10-10:30 p.m. than Abbott and Costello did last year (by only .4 of a point, however). Eddie Cantor started, October 2, with a 12 — three points lower than his first broadcast in 1946 during the same week. The Aldrich Family and Bums and Allen which precede Jolson were off from last year, the former by 1.7 and the latter by 3.4. Another program which has reversed the downward rating trend is the RCAVictor program. Although down on its October 5 rating due to the World Series, which hit every program in competition with it, its regular ratings are up 25 per cent. In spite of the warm weather it rated 4.6 the first week in September against a 3.7 in 1946. Producers generally credit the Schwerin program psychoanalysis (sponsor, March 1947) as responsible in this case. Other programs which ran counter to downward trend had new stars or made a network change during the year. Jack Berch shifted from ABC to NBC between 1946 and 1947. His first September rating in 1947 was 3.3 against a 2.0 in the same period last year. Jimmy Durante shifted from CBS to NBC and started with a 9.7 during the first week in October against a 9.3 during the same period in 1946. The '46 broadcast was the fourth of that season. Quiz Kids shifted from ABC at night, Sunday 7:30-8 p.m., to NBC in the afternoon, 4-4:30 p.m. Its rating during the first week in September '47 was 5.5, in '46 5.3. Take It or Leave It shifted from CBS to NBC and traded in Phil Baker for Garry Moore. The result: 1947, 9.5, against a 1946 rating for the same period of 8.6, this despite the fact that the $64 question quiz follows two musical programs, Manhattan Merry'GoRound and Album of Familiar Music, which are neither in the mood of the quiz nor high enough in rating to deliver an audience to the Eversharp program. The increased rating is being won also despite the fact that Theatre Guild which is in competition with it has increased its rating from a '46 6.2 (Oct. 6) to a 10.5 in '47 (Oct. 5). Sunday night listening, also because of the weather and other factors, is off generally. The sets-in-use picture indicates this without reference to the rating of individual programs. From 6 to 10 p.m. the '46 '47 contrast looks like this: Time Period 6:00-6:l.<> 5:15-6:30 6:.?0-6:45 6:45-7:00 7:00-7:15 7:1.5-7:30 7:30-7:45 7:45-8:00 8:00-8:15 8:1.5-8:30 8:30-8:45 8:4.5-9:00 9:00-9:15 9:1.5-9:30 9:,?0-9:45 9:45-10:00 10:00-10:15 10:15-10:30 ** Week of October 1-7 is Sets in •46 24.4 23.0 26.1 27.6 31.0 30.9 35.6 33.8 36.2 39.0 39.6 42.1 37.2 32.9 .32.8 .33.7 32.1 31.2 used for this Use" '47 24.0 25.2 27.0 26.0 29.3 32.8 33.1 33.0 32.3 35.9 .34.3 33.5 .35.4 31.3 .33.2 31.6 28.2 29.7 run-df*wn. There are time periods, it may be noted, when 1946 and 1947 run neck and neck and a few quarter hours in which 1947 betters 1946, but over-all listening is off. Sunday evening's less than sensational ratings might be traced to the fact that, {Please turn to page 64) 1946 1947 Program Web Time Ratin3 Ratins Summer & Final Rating Rating Summer & Final Peiiod Replacement Rating Period Replacement Rating Life of Riley NBC Sat 8-8:?0 pm Sep 1-7 9.2 Sep 1-7 7.9 Lum * Abner ABC CBS M 8-8:15 pm (■47-M-F 5:45-6) Oct 1-7 3.5 — Oct 1-7 2.6 (CBS) — Ted Malone ABC MWF 11:45-12 am Sep 1-7 2.9 — Sep 1-7 2.8 Tony Martin CBS Sal 7:30-8 pm (•47-Sun 9:30-10) Sep 1-7 4.9 — Sep 1-7 6.2 — Fibber McGee NBC Tu 9:30-10 pm Oct 1-7 24.9 — Oct 1-7 23.0 Fred Waring 8.4 Tom Mix MBS M-F 5:45-6 pm Sep 1-7 2.4 — Sep 1-7 2.0 — Henry Morgan ABC W 10:30-11 Oct 1 5-21 11.1 Oct 1-7 8.7 Xavier Cugat (10-10:30 pm) 2.9 One Man's Family NBC Sun 3:30-4 pm Sep 1-7 6.6 — Sep 1-7 6.3 — Oizie & l-larriet CBS Sun 6-6:30 pm Sep 1-7 4.8 Silver Theatre 4.1 Sep 1-7 4.2 Silver Theatre 2.9 Drew Pearson ABC Sun 7-7:15 pm (•47.Sun 6-6:15) Sep 1-7 8.7 Bill Mauldin 3.6 Sep 1-7 4.5 Leon Pearson 4.5 Quiz Kids ABC NBC Sun 7:30-8 pm (■47-Sun 4-4:30) Sep 1-7 5.3 ^ Sep 1-7 5.5 (NBC) — Prof. Quiz ABC Th 7:30-8 pm {■47-Sat 10-10:30) Sep 1-7 3.8 Sep 1-7 4.3 — RCA-Viclor NBC Sun 2-2:30 pm Sep 1-7 3.7 — Sep 1-7 4.6 — Scaliest Village NBC Th 9:30-10 pm Sep 15-21 10.4 — Sep 15-21 9.4 — Red Skelton NBC Tu 10:30-11 pm Sep 15-21 15.3 Evening with Romberg 7.0 Sep 1 5-21 17.1 Evening with Romberg 5.3 Take It or Leave It CBS Sun 10-10:30 pm Sep 1-7 8.6 — Sep 1-7 9.5 (NBC) — Telephone Hour NBC M 9-9:30 pm Sep 1-7 8.0 — Sep 1-7 5.6 — Truth-Consequences NBC Sat 8:30-9 pm Sep 1-7 8.5 — Sep 1-7 7.8 — Theatre Guild ABC Sun 10-11 pm (■47-Sun 9:30-10:30) Sep 15-21 6.2 6.5 Hour of Mystery 5.7 6.1 Sep 15-21 8.7 ^~ Fred Waring NBC MWF 11.11:30 am Oct 1-7 3.8 — Oct 1-7 3.7 nh — nh 11-11:30 am Oct 1-7 3.2 — 3.3 F — (■47-10-10:30) Those Websters MBS Sun 6-6:30 pm Sep 1-7 3.4 — Sep 1-7 3.9 — Waller Winchell ABC Sun 9-9:15 pm Sep 1-7 12.2 Jergens Summer Ed. 7.0 Sep 1-7 10.2 Three Views — News 4.5 Voice of Firestone NBC M 8:30-9 pm Sep 1-7 6.8 — Sep 1-7 3.7 — Vox Pop CBS Tu 9-9:30 pm (•47-W 8-8:30) Oct 1-7 10.4 Oct 1-7 5.9 (ABC) NOVEMBER 1947 27