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SPONSOR-SCOPE continued
The only entertainment special during February that appeared to stir up heavy excitement was P&G's gift to the dental profession, Henry Fonda & Family.
The average in ratings and number of homes was even below January's unscintillating levels, which fortuitously included a sizzling 35.2 and 17,248,000 homes by Bob Hope.
Here's how the entertainment specials came out, according to Nielsen, for the February 1962 span:
PROGRAM
AVG. RATING
AVG. HOMES
Broadway of Lerner & Lowe
16.0
7,840,000
Theatre '62
11.6
5,684,000
Leonard Bernstein
10.3
5,047,000
Henry Fonda & Family
26.2
12,838,000
Hallmark Hall of Fame
11.5
5,635,000
Chun King Chow Mein Hour
14.4
7,056,000
Footnote to Fame
16.9
8,281,000
AVERAGE FOR FEBRUARY
15.3
7,483,000
AVERAGE FOR JANUARY
18.6
9,114,000
A lot of the nighttime tv network buying that's been going on lately may be traced to money accruing from rebates on preemptions.
What with the space shots this season it's made quite a mound for some of the big advertisers. Instead of plowing it back into daytime they've elected to put it into nighttime where the rates per commercial minute during the rerun season are not so onerous.
On the spot side it's been strictly a routine of make-goods.
Look for ABC TV to keep mimeograph going the next several weeks with a steady parade of releases over locked-in programing and wrapped-up sales for fall.
Complementary motive: to disabuse the trade of any impressions that the network is lagging behind the others in business.
The one quarter where ABC TV definitely and somewhat exultantly says it ain't so is daytime.
In documentation of this it points to the soldout position of the Ernie Ford strip and the fact that the juvenile-pointed series, Discovery, is already over half -sold, six months away from starting date. Added intelligence about Ford : the billings in the house covering the first six months adds up to $2.25 million and for the final 1962 quarter the commitments are not far from SRO.
Accounts in the Ford show are Bristol-Myers, Lever, Johnson & Johnson, Sunshine Biscuits, J. B. Williams, Real-Lemon and Lipton.
Already registered with Discovery are Mattel (Carson Roberts), Transogram (Mogul), Kenner (Sive), Binney & Smith (Chirurg & Cairns). There'll be no more caterers to kid pastimes other than these. Only candy, cereal, beverage, etc., will be welcome.
It's quite possible that by the time this season's peak period' — March — is reached ABC TV's nighttime programing from an average homes angle will shape up as pretty close to the competition, at least in the top 51 markets.
These 51 markets represents about 60% of all tv homes and approximately that percentage in national retail sales.
The point being made here is that no network, according to ARB's (market-by-market) January average audience count, is running away with the audience.
Following are the average homes tuned in per average minute in the top 51 markets as revealed by the ARB January report:
NETWORK AVERAGE HOMES SHARE
ABC TV 6,282,000 32%
CBS TV 6,402,000 33%
NBC TV 6,775,000 35%
[sponsor • 2 april 1962 25