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Do children develop adult habits of iisrening?
What is the relative impact of acrossthe-board juvenile programing?
What is the value of a juvenile halfhour program as against the same vehicle in quarter-hour form?
Master-minding of answers to these and like questions has been an advertising agency pastime. Until General Mills and Derby Foods decided to sp»onsor Jack Armstrong and Sky King in half-hour form after both programs had been on the air for an extended period as 15-minute daytime strips, there never had been a conclusive test.
The half-hour test started this fall with initial ratings in the Hcwpcr report cover
32
ing the week of October 1-7. Jack Ann' strong, broadcasting Tuesday, Wednesday, and Friday during the week covered, received a rating of 2.3. As a 15-minute across-the-board program during the same week last year it rated 2.6 with the sets in use virtually the same. They compared this way
1946 1947
Sits in Ise 15.9 15.8
so this year's and last year's ratings are comparable.
Sky King was not yet on the air during the first week in October last year so no comparison can be made for it at this time. However, its first rating as a children's hour strip was 2.5 and its first half-hour rating, this year, was also 2.5
(for a Monday and Thursday schedule). It remains for time to tell the story in this case.
The children's hour is one of radio's oldest broadcasting traditions. From 5 to 6 p.m. broadcasting sfations the nation over have for years had their Uncle WIPs (WIP, Philadelphia). Uncle Dons (WOR, New York\ Uncle Mickeys (WIS, Columbia, S. C), Uncle Walts (WAYS, Charlotte), and a host of other wee-kiddie airings from the Singing Lady to Auntie Alice. The programs in this category that remain on the air have in most cases ceased to pull the wa>' the\' did years ago. Many of them talked down to the four-to-seven-year-olds so (PlecLse turn to page 60'^
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