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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, JANUARY, 1942
Type
Rating
Last Month
1 Month Change
Last Year
1 Year Change
MUSIC
.319
.318
+ .001
.350
-.031
NEWS
.226
.209
+ .017
.220
+ .006
QUIZ
.119
.117
+ .002
.100
+ .019
TALKS
.106
.099
+ .007
.070
+ .036
INTERVIEWS
.076
.083
-.007
.080
-.004
SPORTS
.066
.069
-.003
,060
+ .006
COMEDY
.050
.056
-.006
.060
-.010
DRAMA
.038
.049
-.011
.060
-.022
TOTAL
1.000
1.000
GROUPS
Men
iMo. Change
Women
iMo. Change
Children
IMo. Change
Music
.274
-.005
.345
+ .003
.322
-.007
News
.282
+ .016
.216
+ .017
.110
+ .016
Quiz
.106
-.006
.110
-.001
.177
+ .025
Talks
.089
+ .018
.141
+ .003
.050
-.001
Interviews. . .
.065
-.006
.083
-.006
.086
-.015
Sports
.124
-.001
.025
-.005
.046
Comedy. . . .
.040
-.003
.046
-.005
.114
+ .009
Drama
.020
-.013
.034
-.006
.095
-.027
THIS MONTH IN REVIEW
War is beginning to effect the trend of locally sponsored program ratings. Most noticeable rise of the month was in the trend of news programs.
In January, news jumped to an alltime high since these surveys began. News had shown a steady decline since August, took a one point increase in December, then bounded up 17 points this month.
It is still too early to judge the effect of recent censorship rulings. Programs that will be hit the hardest fall into the quiz and interview classifications. This last month, interviews dropped 7 points,
have reached an all-time low. Quiz programs, on the other hand, showed a 2 point rise; however, the great majority of quiz shows still do not fall within the government's ban.
The programs used in this survey are sponsored by local businessmen only. For that reason, relative costs of the different types of program patterns play an important part in the net results. For example, drama which is undoubtedly recognized as one of the most important phases of network entertainment— and, at the same time, one of the most expensive, has a comparatively low ranking among locally sponsored shows.
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RADIO SHOWMANSH IP