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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, DECEMBER, 1941
Type
Rating
Last Month
1 Month Change
Last Year
1 Year Change
MUSIC
.318
.314
+ .004
.360
-.042
NEWS
.209
.208
+ .001
.210
-.001
QUIZ
.117
.120
-.003
.100
+ .017
TALKS
.099
.097
+ .002
NO RATING
INTERVIEWS
.083
.086
-.003
NO RATING
SPORTS
.069
.070
-.001
.070
-.001
COMEDY
.056
.057
-.001
.060
-.004
DRAMA
.049
.048
+ .001
.060
-.011
TOTAL
1.000
1.000
GROUPS
Men
1 Mo. Change
Women
iMo. Change
Children
1 Mo. Change
Music
.279
+ .003
.342
+ .006
.329
+ .007
News
.266
+ .001
.199
.094
+ .003
Quiz
.112
-.004
.111
-.005
.152
+ .003
Talks
.071
+ .001
.138
+ .004
.051
-.003
Interviews . . .
.071
-.001
.089
-.003
.101
-.003
Sports
.125
+ .001
.030
-.001
.046
-.006
Comedy . .
.043
-.001
.051
-.003
.105
+ .001
Drama
.033
.040
^ .002
.122
-.002
A YEAR IN REVIEW
It's been an eventful year in radio, a year that started with a musical war and ended with another war, not of sound but of fury.
Each event, big or small, has played its part in the ratings of our various locallysponsored program patterns.
Biggest rise over last year's average was in the rating of news programs. (See news graph, page 69.) Interesting fact is that in November, the month before we entered the war, the rating for news programs was at an all-year low.
Music programs showed a steady decline starting from the beginning of the
"musical war" in January until August. Since that time, music programs have taken a slow but fairly steady increase.
Not all successful national network programs can be duplicated by local sponsors. Cost is a factor.
But, certainly the remarkable rise in the rating of quiz shows (see graph, page 70) can be attributed to the success of two network programs. Quiz Kids and Take It or Leave It. Successful duplications of both these shows are found in almost every city throughout the country.
Graphs on pages 69 and 70 are self-explanatory and give the picture in brief of the trend of various program patterns during 1941.
68
RADIO SHOWMANSHIP