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RECEIVED
PROGRAMMI
MUrray Hill 2*5910
AVENUE, N. Y. 17, N. Y.
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RESEARCH: Emily J. Jordan SUPPLEMENT C
NETWORKS BATTLE FOR RATING SUPERIORITY AS COST PER RATING POINT BECOMES INCREASINGLY IMPORTANT
Analysis of November ratings shows contest in every time slot , . . .Berle closer to the pack* «. .last year’s favorites still close to the top,... Toast of Town holds up, but Godfrey is hurt by NBC comics.... AM Radio resurgence a factor
Amidst all the hue and cry about the 10 million TV receivers in circulation, about sold-out networks and major TV productions — economic uncertainty precipitated by international affairs and by mounting program and time costs has caused everybody concerned to look more closely at television’s payoff for the advertiser. High cost per rating point has already occasioned several program axings. Further schedule re¬ visions are expected when the current cycle ends in January.
Examination of November ratings by Pulse, Nielsen & Hooper and comparison with November 19^9 figures give rise to several Immediate conclusions - 1;. The num¬ ber of network telecast hours are growing. Pulse reports that the November total was
10$ more than October's, which in turn was 18$ greater than the September total .
2. Sets in use figures also are up. November average was 3 0.8$ for radio & TV com¬ bined, as against 28.8$ in October and 25.5$ a year ago..... 3. Competition for time periods is as acute as radio's ever was, with the resultant cutting down of last
year's astronomical figures. . most of the old favorites have already established
familiarity and so they are holding up, but Berle is drawing back closer and closer to the pack, and Godfrey has been somewhat hurt by NBC's Four Star Revue.
Our comparative ratings for 195^ and 19^9 on Page 9 point up the trends .
and an analysis of Pulse's November figures provides additional fodder on Page 8 .. . . . The competition for control of time segments and domination of particular days shapes up as follows: Sunday: After ABC gets in with an l8.4 Multi-Market Pulse for its Super Circus and after NBC's Hopalong racks up a 23. 7> the rest of the evening is pretty much a standoff between NBC and CBS with Gene Autry topping Leave It To The Girls; This Is Show Business and The Aldrich Family a standoff; Toast of The Town once again in control of the 8-9pm period with a substantial edge on The Colgate Com¬ edy Hour; Philco Playhouse retaliating strongly over Fred Waring; and Celebrity Time and Garroway even-up. On Sunday evening, therefore (and it's true of most every eve¬ ning) the audience is picking by program rather than by network. Continued Pg 8
We 've postponed our Fall Program Cost Survey once again in deference to the still scrambled talent oituation. The picture should be more resolved in a week or ten days, & we hope to complete our study before the end of the year. Look for our Packages Available issue & our Annual Sub¬ scriber Poll in the meantime.