Broadcasting Telecasting (Oct-Dec 1957)
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ADVERTISERS & AGENCIES continued
TOP NETWORK PROGRAMS
Tv Report for August Once A Week
Rating
Rank
Aug.
July
1.
Gunsmoke
30.1
26.0
2.
Playhouse 90
23.2
25.9
3.
Studio One
22.2
21.2
4.
What's My Line
22.1
24.2
5.
Alfred Hitchcock
22.0
23.5
6.
Ed Sullivan
21.8
25.1
7.
Twenty-One
21.7
22.2
8.
$64,000 Question
21.6
26.4
9.
Climax
21.3
21.9
10.
Julius LaRosa
19.8
20.8
11.
I've Got A Secret
19.5
22.0
12.
Lawrence W elk
18.5
13.
G. E. Theatre
18.0
22.4
14.
Godfrey's Talent
Scouts
18.0
20.4
15.
Richard Diamond
18.0
Multi-Weekly
Aug.
July
1.
Mickey Mouse
Club
10.8
12.2
2.
Queen For A Day
8.6
9.5
3.
Guiding Light
7.9
8.7
4.
Search For Tomorrow 7.8
8.5
5.
CBS-TV News
7.6
8.5
6.
Art Linkletter
7.3
8.2
7.
Love of Life
7.1
7.9
8.
NBC News
6.8
7.8
9.
Valiant Lady
6.8
10.
Arthur Godfrey
6.7
7.8
Copyright The
Pulse Inc.
TOP 10 NETWORK PROGRAMS
Tv Report for Sept. 3-9
% Tv Homes
Rank 1.
2.
The $64,000 Question Ed Sullivan Show
3. Studio One
4. Lawrence Welk
5. Twenty-One
6. Climax
7. I've Got A Secret
8. Gunsmoke
9. Playhouse 90 10. Tv Playhouse
1. The $64,000 Question
2. Ed Sullivan Show
29.2 28.9 28.4 28.0 27.1 27.0 26.8 26.7 26.3 26.2
No. Tv Homes (000) 9,944 9,755
3.
Lawrence Welk
9,261
(f) Homes reached by all or any part of the
4.
Climax
9,193
program, except for homes viewing only
5.
I've Got A Secret
9,182
1 to 5 minutes.
6.
Studio One
8,788
(J) Homes reached during the average min
7.
Twenty-One
ute of the program.
8.
Gunsmoke
8,629
* Percented ratings are based on tv homes
9.
Tv Playhouse
8,408
within reach of station facilities used by
10.
Playhouse 90
8,325
each program.
Copyright, Videodex
Inc.
Copyright 1957 by A. C. Nielsen Co.
TOP 10 NETWORK PROGRAMS
Tv Report for Aug. 25-Sept. 7 TOTAL AUDIENCEf Number of Homes (000)
Rank
Ratings
1.
Miss America Pageant
15,326
2.
Gunsmoke
14,791
3.
Playhouse 90
13^555
4.
Ed Sullivan Show
1 2^731
5.
I've Got A Secret
12 195
6.
Climax
1 1,783
7.
$64,000 Question
1 1742
8.
Disneyland
1 1 701
9.
Lawrence Welk Show
1 1165
10.
Undercurrent
10/753
Per Cent of Homes*
1.
Miss America Pageant
39.6
2.
Gunsmoke
37.2
3.
Playhouse 90
34.5
4.
Ed Sullivan Show
31.7
5.
I've Got A Secret
30.4
6.
Climax
29.5
7.
$64,000 Question
29.2
8.
Disneyland
29.2
9.
Lawrence Welk Show
27.9
1 0.
Cheyenne
27.9
AVERAGE AUDIENCE?
Number of Homes (000)
1.
Gunsmoke
13,720
2.
Miss America Pageant
11,824
3.
I've Got A Secret
11,124
4.
$64,000 Question
10,753
5.
Climax
9,847
6.
Playhouse 90
9,806
7.
Ed Sullivan Show
9,600
8.
Undercurrent
9,558
9.
G. E. Theatre
9,435
10.
Those Whiting Girls
9,311
Per Cent of Homes*
1.
Gunsmoke
34.5
2.
Miss America Pageant
30.6
3.
I've Got A Secret
27.7
4.
$64,000 Question
26.8
5.
Playhouse 90
25.0
6.
Climax
24.7
7.
Undercurrent
24.3
8.
What's My Line
24.2
9.
Ed Sullivan Show
23.9
10.
G. E. Theatre
23.6
BACKGROUND: The following programs, in alphabetical order, appear in this week's B*T tv ratings roundup. Information is in following order: program name, network, number of stations, sponsor, agency, day and time.
CBS News (CBS-154): participating sponsors. Mon.-Fri. 7:20-7:45 p.m.
Cheyenne (ABC-99): General Electric (Y&R), alt. weeks, Tues. 7:30-8:30 p.m.
Climax (CBS-195): Chrysler (M-E), Thurs. 8:30-9:30 p.m.
Disneyland (ABC-175): American Motors (Geyer), American Dairy (CampbellMithun), Derby Foods (M-E). Wed. 7:308:30 D.m.
G. E. Theatre (CBS-154): General Electric (BBDO), Sun. 9-9:30 p.m.
Arthur Godfrey, (CBS-116): participating sponsors, Mon. -Thurs. 10-11:30 a.m.
Godfrey's Talent Scouts (CBS-165): Lipton (Y&R), Toni (North), Mon. 8:30-9 p.m.
Guiding Light (CBS-118): Procter & Gamble (Compton), Mon.-Fri. 12:45-1:00 p.m.
Gunsmoke (CBS-162): Liggett & Myers (D-F-S). Remington Rand (Y&R). alternating. Sat. 10-10:30 p.m.
Alfred Hitchcock (CBS-144): Bristol-Myers (Y&R), Sun. 9:30-10 p.m.
I've Got a Secret (CBS-198): R. J. Reynolds (Esty), Wed. 9:30-10 p.m.
Julius La Rosa, (NBC-156): participating sponsors, Sat. 8-9 p.m.
Art Linkletter (CBS-114): Participating sponsors. Mon.-Fri. 2:30-3 p.m.
Love of Life (CBS-160): American Home Products (Bates), Mon.-Fri. 12:15-12:30 p.m.
Mickey Mouse Club (ABC-94): participating sponsors, Mon.-Fri. 5-6 p.m.
Miss America Pageant (CBS-131): Philco (BBDO), Sat. Sept. 7—10:30-12.
NBC News (NBC-93): participating sponsors, Mon.-Fri. 7:45-8 p.m.
Playhouse 90 (CBS-134): American Gas Assn. (Lennen & Newell). Bristol-Myers (BBDO), Philip Morris Co. (Burnett), Kimberly Clark (F.C&B). All-State Ins. (Burnett), Thurs. 9:30-10 p.m.
Queen for a Day (NBC-152): participating sponsor, Mon.-Fri. 4:30-5 p.m.
Richard Diamond (CBS-184) : General Foods (Benton & Bowles), Mon. 9:3010 p.m.
Search for Tomorrow (CBS-132): Procter & Gamble (Burnett), Mon.-Fri. 12:3012:45 p.m.
$64,000 Question (CBS-180) : R e v 1 o n (BBDO), Tues. 10-10:30 p.m.
Studio One (CBS-100): Westinghouse Electric Corp. (M-E), Mon. 10-11 p.m.
Eel Sullivan (CBS174): Lincoln-Mercurv (K&E), Sun. 8-9.
Those Whiting Girls (CBS-157) : Max Factor (Anderson-McConnell), General Foods (Y&R), Mon. 9-9:30 p.m.
Tv Playhouse (NBC-115): Goodyear Tire & Rubber Co. (Y&R), Sun. 9-10 p.m.
Twenty-One (NBC-144) : Pharmaceuticals Inc. (Kletter), Mon. 9-9:30.
Undercurrent (CBS-162): Procter & Gamble (Y&R), Brown & Williamson (Bates), Fri. 10-10:30 p.m.
Lawrence Welk (ABC-200): Dodge Div. of Chrysler Corp. (Grant), Sat. 9-10 p.m.
What's My Line (CBS-157): Helene Curtis (Ludgin), Remington Rand (Y&R), Sun. 10:30-11 p.m.
Top-Ranking Ad Executives Set Talks for AAAA Western Meet
The 20th annual convention of the AAAA western region, to be held Friday-Sunday in Sun Valley, Idaho, will feature the largest group of top-ranking advertising executives ever to speak in the West, according to Roy Campbell, executive vice president of Foote, Cone and Belding and AAAA western region chairman.
Participating in a Saturday morning panel discussion of "Qualitative vs. Quantitative Research" will be Dr. Bernard Klass,
director of market research, McCannErickson, New York; Howard Benn, president, Gould, Gleiss and Benn, Los Angeles; Dan E. Clark, president, Dan E. Clark & Assoc., Portland, Ore., and Mervin Field, president, Field Research, San Francisco. Walter Guild, of Guild, Bascom and Bonfigli, San Francisco, will preside.
"Supermarketing and Pressure Problems" is the topic of a second Saturday morning discussion by Robert I. Herndon, general sales manager, C & H Sugar Refining Co., San Francisco, and Emmet Hudge, in charge of product planning, Edsel Div., Ford Motor Co., Detroit. Paul Jordan,
Hixson & Jorgensen, Los Angeles, will preside over this session.
A Saturday afternoon session will feature talks by C. L. Whittier, Young & Rubicam, New York (retired); Whitman Hibbs, vice president, BBDO, New York; David Bascom, Guild, Bascom and BonfigH, San Francisco; Melvin Brorby, Needham, Louis & Brorby, Chicago, AAAA board chairman. Bryce Spruill. Botsford, Constantine & Gardner, Portland, Ore., and Ray Clinton, Philip J. Meany Co., Los Angeles, will preside.
Friday will be devoted to closed meetings on AAAA affairs and agency problems.
Page 54 • October 7, 1957
Broadcasting • Telecasting