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new programs on the '62-'63 network schedules which dramatize the high mortality rates.
Only 57 of the 100 network shows on the air last [all are rescheduled this season, and of the new shows introduced lor the '(il season, 23 have been dropped.
Feature film audiences. Both tv and advertising executives will be deeply interested in the section of the Nielsen study dealing with network feature films.
Saturday Night at tlic Movies usually attracted better than average audiences but showed wide Sanations in audience shares from week to week, ranging from 23% to 39%. Performance apparently was based on the appeal of a particular movie.
Hollywood Special, also above average, showed a variation in share of audience from 23-36%.
Both the NBC TV and the ABC TV entries displayed some other unusual audience characteristics. They were strongest in heavily populated metropolitan counties, in the northeast, east-central, and Pacific Coast territories, and appealed to young and middle-age groups in middle and upper income homes.
Entertainment specials. Another category of programing which received special attention in the Nielsen report is entertainment specials.
This type of program has declined sharply from its peak in 1960 when 1 16 network hours were devoted to drama and variety specials. By contrast, only 48 hours were scheduled in 1962, with the steepest drop in the dramatic classification (from 60.5 hours in 1960 to 17.5 hours in 1962).
Ratings for dramatic specials have also been declining and average performance of this type of show has been below that of averige evening programing through)ut the year. Variety specials, in contrast, have consistently seen better than average ratings.
Nielsen reports, "On the average, entertainment specials do not perform as well as the programs they pre-empt. In 29 out of 47 cases in the past season, the special did not do as well as the regularly sched
''N|||illl!lllllllllillll!llll!lll!llllllll!lillllllll]li:;ill
Programming: HOURS DEVOTED TO ENTERTAINMENT SPECIALS
OCT-APRIL
1959
I960 116.0
1961
1962
DRAMA
VARIETY
72.5 31.5
m
60.5
m
^55.K
59.0
27,0
m,
32.0
48.0
17.5
E:30.5;
VARIETY -INCLUDES COMEDY, MUSICAL COMEDY, COMEDY VARIEIY, VUSICAL VARIETY AND GENERAL VARIETY DRAMA ALL TYPES OF SERIOUS DRAMA
uled program it replaced. Public service programing. In
the section of its report dealing with public service, Nielsen notes that there has been a 60% increase in the number of hours devoted to public service since 1959, but that much of the new programing is not sponsored (only 55% of the current 83 hours of this programing is
advertiser-paid-for) .
Average audiences for public service shows, says Nielsen, have remained fairly constant (approximately 10% of homes) but in four years approximately -100,000 new homes have been added to the audience. This fact, plus the increase in hours programed, has doubled the home telecasts viewed. ^
;'1!ii:iiiiiiiiiiiiiiiiiiii!iiii]ii]iiiiiiiiiiiiiiiim
PUBLIC SERVICE PROGRAMMING HAS INCREASED
OCTOBER -JANUARY
I959 I960 I96I I962
I5I I52
# OF HOURS 94
SUSTAINING
I09
SPONSORED
50
59
84
69
# OF PROGRAMS 30
28
5P0NS0R/26 November 1962
15