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- 3 - No Fine Arts or Dance Programs Some types of programs which had been observed in other monitoring studies did not occur at all during the test week. There were no programs dealing with the Fine Arts or the Dance, There were no programs during the week produced by or identified with an educational institution. Fifty-eight per cent of all time during the so-called "adult hours" (seven to eleven each night) was devoted to Drama, Variety and Popular Music, Programs classified as Information, Public Issues orpublic Events took approximately the same proportion of time during these hours as they did during the week as a whole. About three-fifths of the programming after eleven o’clock at night was given over to some form of Drama, Variety or Popular Music. During the test week, a fifth of the time available during these late hours consisted of re-broadcasts from the scene of the Buena Park kidnapping. Among the late hours Drama programs, Crime Drama had a preferred place with 11 per cent of the total program time, a higher proportion than in any other period of the day. Approximately one-fifth of the so-called "domestic-hour" programming (week-days from sign-on to five p.m.) was devoted to Housewives’ Variety programs. Cooking programs amounted to 11 per cent of the Domestic time. Shopping and Merchandising programs accounted for an additional three per cent. Fifty-five per cent of all the program time devoted to children (five to seven p.m, week-days and from sign-on to seven a.m. Saturday and Sunday) was occupied by Drama, half of which was Western Drama. Eighteen Per Cent of Total Time Devoted to Advertising During the week monitored by the NAEB social scientists, one minute in six of Los Angeles television was devoted to advertising. Putting it another way, 18 per cent of the total time on the eight TV stations serving Los Angeles was taken up with advertising in one form or another, over 19 per cent if the Buena kidnapping broad¬ casts are not considered. However, the different stations varied substantially in this regard with one giving 26 per cent of its time to advertising as compared to approximately lU per cent for another. The greatest proportion of time given to advertising was in the domestic-hours, closely followed by the adult hours. Both of these periods devoted approximately one-fifth of their time to advertising. For the purposes of this study, all televised advertising was classified by the scientists as either primary or secondary. Primary advertising consisted either of direct sales statenants which occurred at points within programs or of similar statements less than three minutes in length during the station breaks between pro¬ grams. Secondary advertising consisted either of straight advertising programs (longer than three minutes), the content of which was primarily concerned with the sales message of the sponsor, or of so-called "inter-mixed" background advertising amounting to more than 50 per cent of the total time of the program. There was a total of $$1 hours and minutes of TV programming available to Los Angeles viewers in the study week from the 7 Los Angeles stations, as compared with 56U hours and 35> minutes of programming available to New York viewers during the test week of January Uth - 10th, 1951, from the same number of stations.