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16
NBC TRANSMITTER
POPULARITY LEAD OF NBC COMMERCIAL PROCRAMS INCREASES IN FIRST SIX MONTHS OF WAR
the table below :
CAB EVENING
COMMERCIAL
PROGRAM
RATINGS
( Accumulated for
first six months 1
Total CAB Ratings
1941 1942
NBC
15,764 18,249
Network “A”
15..543 13.173
Network “B”
5.040 4,813
Network “C ’
451 1,166
Total
36,798 37,401
Phillip .Morris Co.
lohnny Presents
PepsodenI Co.
Boh Hope
Procter & Gamble.
.Abie’s Irish Rose Truth or Consequences
W. .\. Sheaffer Pen Co. .. Gpton Close
Standard Brands .
Edgar Bergen and Char
lie McCarthy
One Man's Family The O’Neills
Vick Chemical Co...
Dr. I. Q.
With such an
imposing array of pro
grams, American
listetiers will be better
served this fall
and winter than ever
• Leading the next network by 3o per cent in total evening commercial jjrogram ratings, NBC came within one per cent of earning as many program rating points as all other networks combined in the first six months of 1942.
riie special study, based on the accumulated CAB ratings for all (piarter-hour units, also shows that 7o per cent of the wartime gains in network listening since the first of
the year were made by NBC programs.
The same study revealed a marked increase in NBC average program ratings in the survey periods following the December 7 attack on Pearl Harbor, the January 5 regulation of tire sales, the February 9 adoption of War Time and the May 15 rationing of gasoline in eastern seaboard states ( note details on chart above I .
Results of the studv are shown in
NEW 10% DISCOUNT PLAN
{Continued Irani page 3) as the result of the independent thinking and planning of NBC in furtherance of its objective to secure maximum listening for the maximum number of NBC affiliated stations, and at the same time not inflicting penalties upon advertisers, who for reasons of distribution or budgetary limitations were unable to avail themselves of the over-all discount plan.
Advertisers using 125-station networks on NBC this fall and winter include:
American Tobacco Co. Kay Kyser
Bell Telep)hone System Telephone Hour
Bristol-Myers Co Eddie Cantor
Mr. District .Attorney
Brown & Williamson
Tobacco Corp Red Skelton
Tommy Dorsey
Firestone Tire &
Rubber Co Voice of Firestone
F. W. Fitch Co. Fitch Bandwagon
General Electric Co Hour of Charm
General Foods Jack Benny
t'anny Brice and Frank .Morgan
.Mdricb Family
Liggett & Myers Co. Fred Waring
before.