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Each year as television's audience continued to grow, the prudenl ones among us cautioned against a hast) acceptance "I its
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Each year, they said you would have to wail for it to settle down . . . until the audience <^>\ used to having a moving, talking picture in their living rooms.
And each year the audience grew larger. Surely, now in the twelfth year of network television it seems reasonable to agree that television is no longer a novelty — that the audience and the advertiser have had time to evaluate it. It is clear to even the most conservative eye that television today is more attractive to the American family than ever before.
During 1958 the average television family watched more than ever— an average of five hours and five minutes a day. Any night at 9, for example, three families out of every five could be found watching television. By March 1. 1959. there was at least one television set in 44,700.000 homes-87% of the nation's total. And 6,000 new television homes are being added every day.
Advertisers are reaching the largest audiences in history at a lower cost per thousand customers than any printed medium can provide.
However you evaluate television today— as a medium of entertainment and information—or as an advertising vehicle— it clearly retains its compelling ability to hold the interest of its audience. And it always will.
For television moves in the main stream of American life. And the continuing novelty in the images it brings to the viewer reflects the ever changing world of his experience.
Because it reaches more people — at the same instant— than any other form of mass communication, American business invests more of its national advertising appropriation in television than in any other advertising medium.
Because it is attracting the largest nighttime audiences in all television (as shown in the 85 consecutive Nielsen Reports issued since July 1955) the CBS Television Network continues to be the largest single advertising medium in the world.
CBS TELEVISION NETWORK ©
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