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SPONSOR-SCOPE continued
In the tabulation below, this key fact stands out with startling clarity: Today's western programs are accepted in viewers' homes as well-balanced family fare.
Indeed, if anything westerns have a slight edge among women, and thus are assured a welcome in the parlor.
Herewith is the complete breakdown of audience composition for all major evening program types.
These figures, culled from the NTI National Audience Composition Report covering the 9-22 November and 7-20 December 1958 periods, are projected to millions of homes per average minute of viewing:
PROGRAM TYPE
LENGTH
HOMES
MEN
WOMEN
TEENS
CHILDREN
TOTAL
f ■
In millions
General Drama
30 Mins.
8.6
6.8
8.4
2.3
3.1
20.6
General Drama
60 Mins.
8.3
6.3
8.2
1.7
2.9
19.1
Suspense
30 Mins.
9.0
6.9
8.7
2.1
3.1
20.8
Situation Comedy
30 Mins.
9.3
6.6
8.9
2.8
5.1
23.4
Westerns
30 Mins.
10.5
8.4
9.4
3.2
5.2
26.2
Westerns
60 Mins.
12.0
9.4
10.7
4.6
7.8
32.5
Adventure
30 Mins.
7.6
5.9
6.8
2.3
4.0
19.0
Variety
30 Mins.
7.1
5.5
7.3
2.1
2.9
17.8
Variety
60 Mins.
8.4
6.5
8.7
2.3
3.6
21.1
Quiz-Aud. Partic.
30 Mins.
8.3
6.6
8.5
1.8
3.0
19.9
Other Programs
30 Mins.
5.8
4.6
5.9
1.4
2.5
14.4
All Shows
30 Mins.
8.5
6.5
7.9
2.2
3.7
20.3
AH Shows
60 Mins.
9.4
7.6
9.4
2.4
4.2
23.6
The high cost of financing tv-tape — running into several millions for an efficient setup — has made it imperative for commercials and program producers to get big-league backing.
This accounts for the spate of mergers now taking place, particularly in the field of commercial production.
For latest developments on this situation see Commercials in FILM-SCOPE, page 73.
Supermarkets, in search of new fields to embrace, are spreading out more and more into men's and women's furnishings.
However, the supers must depend on off -brands, because the manufacturers of standard brand goods won't take a chance of antagonizing other retailers.
CBS TV is countering NBC TV's leadership claims in average daytime ratings with a set of figures of its own.
Admitting that by comparing program counterparts through the day NBC is in a position to show an advantage, CBS contends that the true index for daytime leadership is a comparison of average ratings and audience from 7 a.m. to 6 p.m.
Here is how CBS has it figured out on the basis of the January 11 Nielsen:
NETWORK
ABC TV CBS TV NBC TV Where NBC apparently has made its biggest daytime advance: the 2:30-5:30 span.
For other news coverage in this issue, see Newsmaker of the Week, page 6; Spot Buys, page 10; News and Idea Wrap-Up, page 52; Washington Week, page 71; sponsor Hears, page 74; Tv and Radio Newsmakers, page 80; and Film-Scope, page 72.
22 SPONSOR • 21 FEBRUARY 1959
GE RATING
HOMES PER AVE. MIN
4.6
1,757,000
9.0
3,792,000
8.7
3,792,000