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here is nothing harder to stop than a trend
ke today's younger, bigger family trend to ABC
Duth must not only be served. It must be deserved. By e kind of alert, alive programming a network does, terms of cause and effect, it works out like so: iiise . . . ABC's leadership in sports (ABC's Wide orld of Sports, Bing Crosby Golf Tournament, Fight of e Week, NCAA Football, American League Football, 'ange Bowl Game, College Basketball). mse . . . ABC's leadership in action adventure enterinment (The Untouchables, 77 Sunset Strip, Surf Side 6, averick, Naked City).
mse . . . ABC is facing the issues of the day with a gorous new kind of news reporting (ABC-TV News nal), a vital approach to the public interest (Winston hurchill Series, Close-Up!, Expedition, Directions '61,
Issues & Answers).
Effect ... a decisive lead in younger families. For example: in households where the head is under 40, ABC is first with 24.7%, Net Y second with 20.9% , Net Z third with 18.3%.*
Effect ... a decisive lead in larger families. For example: in families of five or more, ABC leads with 27.8%, Net Y second with 21.5%, Net Z,third with 19.0%.* Telling numbers, these. They deal with the best people to deal with— the big, super-marketing crowd. They're America's best spenders. Which is why ABC is now attracting America's smartest trenders.
ABC Television Network
♦Source: National Nielsen TV Index, 4 weeks ending Feb. 5, 1961. Average Audience, Mon. through Sat. 7:30-11 PM, Sun. 6:30-11 PM.