Broadcasting Telecasting (Oct-Dec 1957)
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ADVERTISERS & AGENCIES cont.nued
a standing offer of a night out for the 16 employes if sales topped a certain level. As a result of the WLW promotion, sales established an all-time record for one day, and employes got their evening out at the Beverly-Hills, a night club-restaurant near Cincinnati.
WLW was also credited with an increase in business by a Cincinnati department store. McAlpin's department store and its agency,
Robert Acomb Adv., initiated the idea of using a remote dj show to increase traffic in the store's teen department. Every Saturday afternoon, a teen-age crowd averaging 150 attends a two-hour record hop in the store. Dance music is provided by a remote of WLW's Bob Braun Show. Bob Tyler, merchandising manager of McAlpin's. reports that traffic and sales have increased since the inauguration of the show.
CREDIT REPORT • Talman Federal Savings & Loan Assn., Chicago, credits the use of radio — and particularly the sponsorship of good music on fm — for a good share of its growth and community acceptance. (In September the neighborhood organization reported assets in excess of $200 million.)
Talman spends about 50% of its overall advertising budget in radio, 12% in tv, spreading its allocations on WMAQ, WGN,
LATEST RATINGS
TOP NETWORK PROGRAMS
Tv Report for Sept. 22-Oct. 5 Total Audiencet Rank No. Homes (000)
1. World Series (Sat.) 22,166
2. DuPont Show of the Month 1 7,798
3. Gunsmoke 16,356
4. World Series (Wed. & Thurs.) 15,862
5. Ed Sullivan Show 15,615
6. Steve Allen Show 14,420
7. Perry Como Show 14,379
8. Ford Show 14,255
9. I've Got a Secret 14,049 10. GE Theatre 13,967
Rank % Homes *
1. World Series (Sat.) 54.6
2. DuPont Show of the Month 45. 1
3. Gunsmoke 41.1
4. World Series (Wed. & Thurs.) 39.0
5. Ed Sullivan Show 38.9
6. Steve Allen Show 36.0
7. Perry Como Show 35.9
8. Alfred Hitchcock Presents 35.5
9. Ford Show 35.2 10. I've Got a Secret 35.1
Average Audiencet Rank No. Homes (000)
1. Gunsmoke 15,656
2. World Series (Sat.) 15,120
3. I've Got a Secret 13,019
4. Ford Show 12.772
5. GE Theatre 12,690
6. Twenty-One 12,236
7. Alfred Hitchcock Presents 12,195
8. Ed Sullivan Show 11,866
9. You Bet Your Life 11,783 10. The Lineup 11,783
Rank % Homes *
1. Gunsmoke 39.3
2. World Series (Sat.) 37.2
3. I've Got a Secret 32.5
4. GE Theatre 31.8
5. Ford Show 31.6
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-130) : participating sponsors, Sun. 8-9 p.m.
Perry Como Show (NBC-163): participating sponsors, Sat. 8-9 p.m.
DuPont Show of the Month (CBS-no available figures): DuPont (BBDO), Sun. 9-10:30 p.m. Sept. 29.
Edsel Show (CBS-no figures available): Edsel, (FC&B), Sun. 8-9 p.m. Oct. 13.
Ernie Ford Show (NBC-182) : Ford (JWT), Thurs. 9:30-10 p.m.
GE Theatre (CBS-154): General Electric (BBDO), Sun. 9-9:30 p.m.
Gunsmoke (CBS-161): Liggett & Myers
6. Alfred Hitchcock Presents 31.4
7. Twentv-One 30.7
8. Ed Sullivan Show 29.5
9. The Lineup 29.5 10. Have Gun, Will Travel 29. 4
Tv Report for Oct. 6-19 Total Audiencet
Rank
No.
1. World Series (Sun.)
2. 75th Anniversary Show
3. Edsel Show
4. World Series (M-W-Th)
5. Ed Sullivan Show
6. Gunsmoke
7. Perry Como Show
8. Playhouse 90
9. Bob Hope Show 10. Pinocchio
Rank 1. 2, 3 4 5 6
World Series (Sun.) 75th Anniversary Show Edsel Show
World Series (M-W-Th) Ed Sullivan Show Gunsmoke
7. Perrv Como Show
8. Playhouse 90
9. Bob Hope Show 10. I've Got a Secret
Average Audiencei Rank No.
1. World Series (Sun.)
2. Gunsmoke
3. Edsel Show
4. Ed Sullivan Show
5. I've Got a Secret
6. Danny Thomas Show
7. $64,000 Question
8. Bob Hope Show
9. Ford Show
10. Perry Como Show
Rank
1. Gunsmoke
2. World Series (Sun.)
3. Edsel Show
4. Ed Sullivan Show
5. I've Got a Secret
Homes (000) 21,877 19.446 19,158 18,375 17.098 16,768 16,233 15,532 15,450 14,502
% Homes * 53.9 48.3 48.2 45.2 42.8 42.2 40.5 39.4 38.9 36.0
Homes (000) 16.274 16,150 15,285 13,637 13,431 13,143 13,019 12,854 12,566 12,401
% Homes *
40.6 40.1 38.5 34.2 33.5
(D-F-S). Remington Rand (Y&R) alternating, Sat. 10-10:30 p.m.
Have Gun, Will Travel (CBS-125): Lever (JWT), American Home Products (Bates), Sat. 9:30-10 p.m.
Alfred Hitchcock (CBS-145): 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 Corp. (Bates). Procter & Gamble (Y&R) alternating, Fri. 10-10:30 p.m.
Playhouse 90 (CBS-134): participating
sponsor, Thurs. 9:30-11 p.m. Pinocchio (NBC-182): Rexall (BBDO),
Sun. 6:30-7:30 p.m. Oct. 13. $64,000 Question (CBS-180): Revlon
(BBDO), Tues. 10-10:30 p.m. Red Skelton Show (CBS-190): Pet Milk
(Gardner), S. C. Johnson & Son (FC&B)
alternating. Tues. 9:30-10 p.m.
6. Danny Thomas Show
7. Bob Hope Show
8. $64,000 Question
9. Red Skelton Show 10. Perry Como Show
ARB
32.8 32.3 32.3 31.1 30.9
TOP 10 NETWORK PROGRAMS
Tv Report for October
Rank
1. Gunsmoke
2. Perry Como
3. $64,000 Question
4. I've Got a Secret
5. Ernie Ford
6. You Bet Your Life 1. Twenty-One
8. Red Skelton
9. What's My Line? 10. This Is Your Life
Special Attractions The Edsel Show Pinocchio 75th Anniversary World Series
Rank
1. Perry Como
2. Gunsmoke
3. I've Got a Secret
4. Ernie Ford
5. $64,000 Question
6. You Bet Your Life
7. Twenty-One
8. Wyatt Earp
9. Danny Thomas 10. Red Skelton
Special Attractions The Edsel Show Pinocchio 75th Anniversary World Series
Ratings 40.3 38.9 37.9 36.3 35.5 34.7 34.6 33.0 32.6 32.4
45.4 34.6 33.2 30.1
Viewers 45,530 41,130 34,290 34,250 33,490 31,520 30,950 29,700 29,490 28,690
53,050 42,340 38,590 28,580
Copyright American Research Bureau Inc.
Standard Oil 75th Anniversary Show
(NBC-162): Standard Oil (M-E), 9-10:30
p.m. Sun. Oct. 13. Ed Sullivan (CBS-174): Mercury (K&E),
Eastman Kodak (JWT), Sun. 8-9 p.m. This is Your Life (NBC-138): Procter &
Gamble (Benton & Bowles), Wed. 10
10:30 p.m.
Danny Thomas Show (CBS-158) : General Foods (Benton & Bowles), Mon. 9-9:30 p.m.
Twenty-One (NBC-150): Pharmaceuticals
Inc. (Kletter), Mon. 9-9:30 p.m. What's My Line? (CBS-157) : Helene Curtis
(Ludgin), Remington Rand (Y&R),
Sun. 10:30-11 pjn. World Series (NBC-211): Gillette (Maxon),
Oct. 2, 3, 5, 6, 7, 9, 10.
Wyatt Earp (ABC-103) : General Mills (D-F-S) Procter & Gamble (Compton), Tues. 8:30-9 p. m.
You Bet Your Life (NBC-177) : DeSoto (BBDO), Toni (North) alternating, Thurs. 8-8:30 p.m.
Page 46 • December 2, 1957
Broadcasting