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TRENDS
A rating of program patterns based on a special survey of outstanding, locally sponsored radio programs throughout the country. Let the TREND of these ratings, month to month, be your guide to better buying.
PROGRAM RATINGS, NOVEMBER, 1941
Type
Rating
Last Month
1 Month Change
Last Year
1 Year Change
MUSIC
.314
.317
-.003
.360
-.046
NEWS
.208
.212
.004
.200
+ .008
QUIZ
.120
.125
-.005
.090
+ .030
TALKS
.097
.092
+ .005
NO RATING
INTERVIEWS
.086
.083
+ .003
NO RATING
SPORTS
.070
.066
+ .004
.070
COMEDY
.057
.057
.060
-.003
DRAMA
.048
.048
.070
-.022
TOTAL
1.000
1.000
GROUPS
Men
1 Mo. Change
Women
1 Mo. Change
Children
1 Mo. Change
Music
.276
+ .001
.336
.007
.322
News
.265
.006
.199
.003
.091
+ .003
Quiz
.116
.005
.116
.004
.149
.005
Talks
.070
.134
+ .007
.054
+ .008
Interviews. . .
.072
+ .002
.092
+ .004
.104
.003
Sports
.124
+ .007
.031
+ .003
.052
+ .001
Comedy. . .
.044
.054
.104
+ .002
Drama
.03 3
+ .001
.038
.124
.006
HAVE NEWS PROGRAMS REACHED THEIR PEAK?
A year ago, on these pages, we debated the question of whether news programs had reached their highest possible average. At that time, news had jumped 30 points in three months. Our conchision then was as follows:
''No program whose interest varies so closely with life itself can be accurately forecast, but on the basis of TRENDS, we can hardly conclude that news has reached its peak.
"On the contrary, the coming year should find more and better locallysponsored news shows on the air."
That was the way we foresaw the future, one year ago. And the prediction came true. The rating of news increased constantly all through the year, and it hit a new high in August, 1941.
But, something has happened since then. In the last three months, the rating of news has dropped 16 points. (In spite of that, news is still 8 points above its last year's mark.)
Now, once again we are faced with the same question, but under entirely different circumstances.
The interest in news shows is higher than ever, but there are more news shows today on the air, and interest must therefore be divided. Competition has become intense. The top-notch news
pi JANUARY, 1942
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