Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS & AGENCIES CONTINUED TOP TEN NETWORK PROGRAMS Tv Report for Oct. 1-7 Copyright Trendex TOP NETWORK PROGRAMS Tv Report for Sept. 8-21 IUIAL AUUItMLt 1 Number of Homes (000) 1 1 . Gunsmoke 16,274 L. Ed Sullivan Show 15,450 3. Perry Como Show 4. I've Got A Secret 13,967 C J . $64,000 Question 13,761 6. PI nvh ni 1 K(> QO 13,678 7. G. E. Theater 13,349 8. 1 iiyin Y 13,266 9. Disneyland 12,442 10. i Weill V KJtll~ 12,072 Per Cent of Homes * J . _ . Gunsmoke 40.9 /. Ed Sullivan Show 383 3 Perry Como Show 36.1 4' I've Got A Secret 34.8 ,5. Playhouse 90 34.5 6. $64,000 Question 34.2 7. G. E. Theater 33.3 8. Climax 33.2 9. Disneyland 31.4 10. Cheyenne 30.8 AVERAGE AUDIENCE t Number of Homes (000) 1. Gunsmoke 15,285 2. Ed Sullivan Show 12,690 3. I've Got A Secret 12,566 4. $64,000 Question 12,401 5. G. E. Theater 12,236 6. Twenty-One 11,042 7. Wyatt Earp 10,836 8. Climax 10,836 9. Perry Como Show 10,712 10. Alfred Hitchcock Presents 10,506 Per Cent of Homes * 1. Gunsmoke 38.4 2. Ed Sullivan Show 31.5 3. I've Got A Secret 31.3 4. $64,000 Question 30.8 5. G. E. Theater 30.6 6. Wyatt Earp 28.1 7. Twenty-One 27.6 8. Climax 27.1 9. Perry Como Show 26.8 10. Alfred Hitchcock Presents 26.5 t Homes reached by all or any part of the program, except for homes viewing only 1 to 5 minutes. % Homes reached during the average minute of the program. * Percented ratings are based on tv hemes within reach of station facilities used by each program. Copyright 1957 by A. C. Nielsen Co. TOP 10 NETWORK PROGRAMS Tv Report for Sept. 7-13 Rank Rating Rank 1. Bob Hope 35.2 1. 2. Ed Sullivan 29.5 2. 3. Danny Thomas 27.8 3. 4. What's My Line 26.7 4. 5. Perry Como 26.6 5. 6. Twenty-One 25.7 6. 7. This Is Your Life 25.1 7. 8. Jack Benny 24.9 8. 9. Line-Up 24.3 9. 10. Red Skelton 24.3 10. Ed Sullivan Gunsmoke I've Got a Secret Climax What's My Line $64,000 Question Studio One G. E. Theatre Twenty -One Lawrence Welk Special Attraction Miss America Pageant Rank Ed Sullivan Gunsmoke I've Got a Secret G. E. Theatre Steve Allen Lawrence Welk Disneyland Climax $64,000 Question Twenty-One Special Attraction Miss America Pageant 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Ratings 41.1 40.3 35.9 34.6 33.6 33.3 33.3 32.4 31.8 30.7 42.6 Viewers 48,100,000 42,960,000 33,960,000 32,380,000 31,970,000 31,860,000 31,720,000 29,720,000 28,550,000 28,200,000 40,170,000 Copyright American Research Bureau Inc. BACKGROUND: The following programs, in alphabetical order, appear in this week's Broadcasting tv ratings roundup. Information is in following order: program name, network, number of stations, sponsor, agency, day and time. Steve Allen (NBC-138): Participating sponsors, Sun. 8-9 p.m. Jack Benny (CBS-179): American Tobacco Corp. (BBDO) alternate, Sun. 7:30-8 p.m. Cheyenne (ABC-99): General Electric (Y&R) alternating, Tues. 7:30-8:30 p.m. Climax (CBS-195): Chrysler (M-E), Thurs. 8:30-9:30 p.m. Perry Como Show (NBC-163) : Participating sponsors. Sat. 8-9 p.m. Disneyland (ABC-175): American Motors (Geyer), American Dairy (CampbellMithun), Derby Foods (M-E), Wed. 7:308:30 p.m. G. E. Theatre (CBS-154) : General Electric (BBDO), Sun. 9-9:30 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. Bob Hope Show (NBC-139) : U. S. Time Corp. (Peck), Sun. Oct. 6, 9-10 p.m. I've Got a Secret (CBS-198) : R. J. Reynolds (Esty), Wed. 9:30-10 p.m. The Lineup (CBS-162) : Brown & Williamson Tobacco Co. (Bates), Procter & Gamble (Y&R) alternating, Fri. 10-10:30 p.m. Miss America Pageant (CBS-131): Philco (BBDO), Sat., Sept. 7. 10:30-12. Playhouse 90 (CBS-134): participating sponsors. Thurs. 9:30-10 p.m. Red Skelton (CBS-190): Pet Milk (Gardner), S. C. Johnson & Son (FC&B) alternating, Tues. 9:30-10 p.m. $64,000 Question (CBS-180) : Revlon (BBDO), Tues. 10-10:30 p.m. Studio One (CBS-100): Westinghouse Electric Corp. (M-E), Mon. 10-11 p.m. Ed Sullivan (CBS-174): Lincoln-Mercury (K&E), Sun. 8-9 p.m. This Is Your Life (NBC-138): Procter & Gamble (Benton & Bowles), Wed. 1010:50 p.m. Danny Thomas Show (CBS-158): General Foods (Benton & Bowles), Mon. 9-9:30 p.m. Twenty-One (NBC-144) : Pharmaceuticals Inc. (Kletter), Mon. 9-9:30. Lawrence Welle (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. Wyatt Earp (ABC-103) : General Mills (D F-S), Procter & Gamble (Compton), Tues. 8:30-9 p.m. Expansion of Negro Market Traced in Two-Part RAB Study The growing significance of the Negro market to advertising generally and radio specifically is detailed in a study issued last week by Radio Advertising Bureau which should leave little doubt in the advertiser's mind that the Negro pocketbook is a force to be reckoned with. Titled "Radio and The Negro Market," the RAB study is assembled in two parts. The first, by utilizing all available business statistics, points to the Negro market as "the most economically significant and fastest growing in the nation." It notes that the 17.3 million Negro consumers "can make or break the sales programs of even the largest advertisers; that (they) can influence the national sales picture of virtually any product; that the patronage of large numbers of Negro consumers in many of America's largest cities is essential to the obtaining of sales dominance in these markets. Section one goes on to trace the growth of Negro population and income; the shift of population from rural to urban areas (a reverse trend to the current white population's boom in suburban and rural resettlement); employment habits and changes and the growth of the Negro "middle class" in viewpoints, living habits and buying habits. RAB follows this up with a Pulse Incresearched report documenting the dependence of the Negro on radio as a source of news, information and entertainment and detailing the growth among Negro radio families. The study then breaks this data down by listening habits, preferences and by geographical areas. Durstine, BDA Set Agreement To Cover Southern California Roy S. Durstine Inc. and Burke Dowling Adams Inc., both New York, today (Monday) are announcing a reciprocal working agreement whereby the two advertising agencies will jointly serve the Southern California market. Under the agreement, detailed by Presidents Roy S. Durstine and B. D. Adams, both agencies will retain their separate corporate identities, "and the arrangement does not affect the other offices of either agency." The arrangement ( 1 ) gives BDA a Los Angeles office at Roy S. Durstine's present location, 3440 Wilshire Blvd., and thus provides that agency with an operations outlet with which to service the StudebakerPackard and Scandinavian Airlines System accounts; (2) gives Durstine's Los Angeles office Vice President and Manager William D. Sloan the added title of vice president and western division manager for BDA; (3) calls for an increase in personnel. Durstine has been on the West Coast since 1948. It also maintains offices in San Francisco and services such accounts as White Rock beverages (West Coast), Dietonic Products Co., the L. A. Ambassador Hotel and MacMillan Petroleum Corp. BDA, formerly headquartered in Atlanta, now operates principally out of New York, Atlanta, South Bend, Upper Montclair, N. J.a and Panama. Page 76 • October 21, 1957 Broadcasting