Broadcasting Telecasting (Jul-Sep 1963)
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9:00
Rating Share
ARC Arrpst anri Trial IN\
nuu hiicoL dliu 1 1 Idl Wit
17.8
11 7
8.2
1 J.D
NRH Rnnan7a (NP)
24.3
9-^n
ARP Arroct anH Trial
18.2
36.9
PRC (If Tnip (D\
7.1
14 4
NRP Rnnan7a (NP)
11 Uv — DUI ' al lid vll r /
21.2
43 1
M-Ofl
1U.UU
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12 6
25 7
PRQ Panrlirl Pampra fR}
17.0
34! 1
NRP nriPnnt <\hnw (NP) nuu — uur uiii oiiuw u»r/
17.1
34.3
10:30
ABC— ABC News Reports (NP)
3.2
O 1
8.1
CBS — What s My Line (NP)
1 fl 7
iy./
bu.l
NBC— DuPont Show (NP)
TOO
35.0
Mnnriau Cpnt 9^ mutiudy, ogjji. £.3
ABC Outpr limits (N)
12.9
27.0
CBS— To Tell the Truth (NP)
17.3
36.3
NBC— Mon. Night Movie
(David & Bathsheba)
13.8
29.0
Rating Share Net) 16.9 33.6
8:00
ABCCBSNBC
8:30
ABCCBSNBC
9:00
ABCCBSNBC
9:30
ABCCBSNBC
10:00
ABCCBSNBC
10:30
ABCCBS— NBC
-Outer Limits (N) -I've Got a Secret (NP) -Movie (NP)
-Wagon Train (NP) -Vacation Playhouse (NP) -Movie (NP)
-Wagon Train (NP) -Opening Night (Special) -Movie (NP)
-Wagon Train (NP) -Opening Night (Special) -Art Linkletter (NP)
-Breaking Point (N) ■East Side, West Side (N) -Mitch Miller (NT-NP)
■Breaking Point (N) East Side (N) -Mitch Miller (NT-NP)
Tuesday, Sept. 24
7:30
ABC— Combat (NP) CBS— Dillon (R) NBC— Mr. Novak (N)
8:00
ABC— Combat (NP) CBS— Skelton (NP) NBC— Mr. Novak (N)
8:30
ABC— McHale's Navy (NP) CBS— Skelton (NP) NBC— Redigo (N)
9:00
ABC— Greatest Show on Earth (N) CBS— Petticoat Junction (N) NBC— Richard Boone (N)
9:30
ABC— Greatest Show (N) CBS— Jack Benny (NP) NBC— Richard Boone (N)
10:00
ABC— Fugitive (N) CBS — Garry Moore (NP) NBC— Andy Williams (NP)
10:30
ABC— Fugitive (N) CBS— Garry Moore (NP) NBC— Andy Williams (NP)
Wednesday, Sept. 25
7:30
ABC— Ozzie & Harriet (NT-NP) CBS— CBS Reports (NP) NBC— Virginian (NP)
8:00
ABC— Patty Duke (N) CBS— CBS Reports (NP) NBC— Virginian (NP)
62 (PROGRAMING)
16.5 16.1 15.5
15.7 17.5 15.1
16.3 25.1 16.0
15.1 24.4 14.5
13.8 17.5 16.2
17.0 18.3 10.9
30.8 30.0 28.9
29.6 33.0 28.6
27.2 41.9 26.6
26.9 43.5 25.9
26.8 34.1 31.6
34.2 36.9 22.0
13.8 9.3 13.1
16.2 17.7 11.9
17.4 20.4 11.3
12.9 21.9 14.3
16.4 19.1 15.5
17.1 15.5 12.1
35.2 23.7 33.4
31.5 34.4 23.2
32.7 38.3 21.2
24.6 41.7 27.2
30.6 35.6 28.9
36.0 32.6 25.5
16.4 39.6 10.9 26.3 12.2 29.5
15.0 41.8 4.1 11.4
14.2 39.5
18.1 42.8 4.7 11.1
14.5 34.3
12.9
25.6
15.7
31.2
17 7
24.9
47.9
6.8
13.1
00. u
22.1
44.2
6.3
12.6
13.7
27.4
22.8
45.6
9.1
18.2
11.0
25.5
17.5
40.6
11.3
26.2
8:30
ABC— Price Is Right (New on CBS— Glynis (N) NBC— Virginian (NP)
9:00
ABC— Ben Casey (NT-NP) CBS— Hillbillies (NP) NBC— Kraft Theater (N)
9:30
ABC— Ben Casey (NT-NP) CBS— Van Dyke (NP) NBC— Kraft Theater (N)
10:00
ABC— Channing (N) CBS— Danny Kaye (N) NBC— Eleventh Hour (R)
10:30
ABC— Channing (N) CBS— Danny Kaye (N) NBC— Eleventh Hour (R)
CULTURE WATCHERS
NBC research shows heavy viewers watch the most
Contrary to what television's critics say, it is the "heavy" rather than the "light" viewer who watches the most information programing on TV. The "light" viewer watches more entertainment programing.
This answer to a widely held contention— that people in the better educated, higher income groups are "light" viewers and that light viewers watch only culture and information — was offered last week by Robert W. Sarnoff, board chairman of NBC, in one of his "letters" to TV-radio editors.
Mr. Sarnoff said Dr. Thomas E. Coffin, NBC director of research, tested the popular concept in studies reported to the American Association for Public Opinion Research. Dr. Coffin divided viewers into five groups ranging from those who watched least to those who watched most.
"In the heaviest viewing quintile," Mr. Sarnoff said, "the number who watched one or more of a selected group of entertainment programs was 31% greater than the number who watched any of a group of information presentations.
"But as you might not expect, among the lightest viewers the gap in preference for entertainment over information was far greater. In this group 73% more watched entertainment than had watched any of the information programs."
Another analysis by Dr. Coffin showed that information shows represented 33% of the heavy viewers' TV diet, but only 25% of the light viewers' fare.
More Research ■ Mr. Sarnoff also cited an American Research Bureau analysis showing that in a specific week, 62% of the heavy viewers watched "talk" programs, whereas only 21% of the light viewers watched this type of show.
Cross-analyses were made, Mr. Sar
noff said, "but the same answer always came back: the light viewer watches less informational programing — both in absolute and in relative terms — than the dyed-in-the-wool fan. Concomitantly, the light viewer watches proportionately more entertainment than the heavy viewer."
The NBC chairman cited a CBSfinanced study, The People Look at Television, as showing that while higher-educated viewers profess a yearning for informational programing and a distaste for entertainment shows, in practice they tend to choose entertainment.
Mr. Sarnoff said his own theory was this:
"The light viewers are people who have developed a wide range of resources for filling their leisure hours and pursuing their intellectual interests. Television, not necessarily through any failing of its own, is less important in their general scheme of things. They turn to television, as do most people, chiefly for entertainment, but since they do less viewing they are less aware of the scope and divertisity of programing available to them consequently they are less selective than the habitual viewers in the use of their television sets.
Mark Century plans 2d radio seminar
"Radio Today: Survival of the Fittest" will be the theme of Mark Century Corp.'s second programing seminar, which will be held Oct. 23 at Hampshire House, New York. Mark Century, which produces "Radio a la Carte," has opened the meeting to all broadcasters.
Members of the seminar's panel will include John Thayer, vice president and general manager of whk Cleveland, who will speak on "Public Service and Its Use in Gaining Both Audience and Image"; Joe Somerset, vice president of Capital Cities Broadcasting (wrow-amfm and wten(tv) Albany, wkbw-amtv Buffalo, wcdc(tv) Adams, Mass., wtvd(tv) Durham, N. C, wpro-amfm-tv Providence, R. L, and wpat-amfm Paterson, N. J.), whose topic will be "The Importance of Consistency in Programing for Today's Radio"; Frank Gay, associate media director of D'Arcy Advertising Co., who is scheduled to speak on "What the Media Director Looks for in Purchasing in Today's Radio Market"; Robert Eastman, president of Robert Eastman & Co., who will discuss "How the Stations Can Aid Their Representative in National Sales," and Mitch Leigh, president of Music Makers Inc., who will speak on "The Importance of the Commercial Sound of Your Station."
Reservations for the luncheon session should be made by Oct. 10. A nominal registration fee will be charged.
BROADCASTING, September 30, 1963