Broadcasting Telecasting (Oct-Dec 1963)

Estimates by NBC of how programs will compare MONDAY ABC CBS Outer Limits 22.0 To Tell the Truth 20.0 Alabama Crisis 6.4 I've Got a Secret 22.0 Wagon Train 17.4 Lucy Show 23.7 Breaking Point 15.0 Danny Thomas 22.5 Andy Griffith 25.5 East Side-West Side 14.0 TUESDAY Combat 21.1 Red Skelton 24.0 21.4 Petticoat Junction 27.5 17.5 Jack Benny 22.1 Fugitive 18.4 Garry Moore 17.0 WEDNESDAY Ozzie 19 1 CBS Reports Patty Duke 21.6 Town Meeting 7.2 Price is Right 17.7 Glynis 13.0 Ben Casey 21.4 Beverly Hillbillies ll : 1 Channing uick van Dyke on a Western Man 8.7 Danny Kaye 17.5 THURSDAY — ; f I 1 11 1 lUIICo id. y Donna Reed 24.0 Rawhide 18.0 1 My 3 Sons 21.5 Perry Mason 22.0 Jimmy Dean 13.5 Nurses 19.0 Edie Caesar 7.5 FRIDAY 77 Sunset Strip 15.8 Great Adventure 11.6 17.9 Route 66 11.5 Farmer's Daughter 16.8 Twilight Zone 16.0 Fight of Week ' Alfred Hitchcock 21.0 Make that Spare 8.3 World s Girls 12.7 SATURDAY 13.6 Jackie Gleason 22.5 Lawrence Welk 18.8 Phil Silvers 15.0 Jerry Lewis 12.3 Defenders 16.6 Gunsmoke 19.5 SUNDAY VcPheeiers Arrest & Trial Laughs For Sale 15 5 13. : 8.5 Favorite Martian Ed Sullivan Judy Garland Candid Camera What" s My Line? 23.5 23.5 ll I l-.l 21.0 NBC Monday Movies 20.7 Hollywood & Stars 15.2 Sing Along With Mitch 12.6 Mr. Novak 16.1 3e: g: 13.3 Richard Boone 18.5 Bell Telephone Hour 8.5 Andy Williams 13.9 Virginian 23.8 Espionage 8.7 11th Hour 1" = Temple Houston 13.1 Dr. Kildare 25.5 Hazel 24.2 Kraft Suspense Theater 19.0 International Showtime 17.9 Bob Hope Theater 19.0 Bob Hooe Special 27.5 Harry's Girls 14.5 Jack Paar 15.0 Lieutenant Joey Bishop Sat Night Movie Walt Disney Grindl Bonanza Du Pont 14.8 19.3 20.5 20.0 :: : 35.0 15.8 This night-by-night layout shows how the NBC research department estimates that network prime-time programs will fare in relation to their competition in the new Nielsen national report. The figures are the average ratings for each program as projected by the NBC researchers on the basis of past per formance in the two 30-market reports for October and the first national report of the new season, issued a fortnight ago (BROADCASTING, Nov. 4). From these figures were drawn the predictions of top 10 programs and night-bynight wins as shown in other tables on page 38. hours and ABC one program of one half -hour. The programs total 11 because of a predicted three-way tie for ninth place (see list). Declines in Share ■ In a corollary study the NBC researchers said they found that over half of CBS's nighttime programs (17 of 32) and more than 42^ of .ABC's (11 of 26) had declined two points or more in share of audience between the first and second 30-market reports for October, as aaainst less than 20^ (5 of 26) on NBC. In the same period, the study continued. 14 NBC shows gained two points or more, as against seven on CBS and six on ABC. NBC had seven. CBS eight and ABC nine whose shares in the second October report were within two points of their shares in the first October report. The changing shares, according to the NBC research report, "illustrates the movement of the TV audience in the early season." It continued: " Out of 84 programs on the air. 33 have gone down (2 or more share points), only 24 stayed even and 27 are going up. As far as half-hour segments are concerned. 56 are down. 39 even and 51 up. Any preoccupation with the first October Nielsen national report therefore will be misleading and premature." Programs listed as having declined tw o or more share points between the first and second 30-market reports for October were these; CBS — The Surses, Lucy Show, My Favorite Martian, Twilight Zone, Perry Mason. Garry Moore Show. I've Got a Secret, Danny Thomas, Andy Griffith. Red Skelton Show, Gunsmoke, Password, Glynis, Route 66, Great Adventure, Phil Silvers and Rawhide. NBC — Jack Paar Show. Disney. The Lieutenant, Mr. Sovak and Bell Telephone Hour. ABC — Patty Duke Show. Fugitive, Ozzie and Harriet. Breaking Point. Ben Casey, Greatest Show on Farth, Lawrence Welk, Channing. Wagon Train, Arrest and Trial and ABC Sews. On the Upgrade ■ Programs listed as having gained two or more share points in the same span were: CBS — Be\ erty Hillbillies, Whafs My Line?. Candid Camera, Dick Van Dyke Show, Jackie Gleason Show, Danny Kaye Show and Fast Side West Side. NBC — Bonanza. Kraft Suspense Theatre. Saturday Movies. Dr. Kildare, Hazel, Eleventh Hour, The Virginian, Monday Movies. Hollywood and the Stars, Andy Williams Show, Chrysler Theater, Richard Boone Show, Harry's Girls and Temple Houston. ABC — Flintstones, Combat, Outer Limits, 77 Sunset Strip. Jimmy Dean Show and Fight of the Week. The study stressed that "program popularity", particularily at the beginning of the season, is constantly shifting" (also see chart), and that the 30-market reports, showing the networks' competitive positions in areas where they program head to head, provide "trends" while the national reports provide "cir culation figures." The 30-market reports, the study asserted, "forecast the future nationals." In preparing its forecast of what this week's national will show, the NBC researchers explained, they determined for each program the ratio between its first October 30-market ratins and thev BROADCASTING. November 11. 1963 37