Sponsor (Apr-June 1964)

Record Details:

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Skelion, Petticoat Junction, «en b> 6.195 and Beverly IlillHikes, />aA Van Dyke, Pern Main, Bonanza, Red Skelton, Pettioat Junction, also soon h\ 6.198 . Vnother 6.195 combination is ieverl) Hillbillies. Dick Van Dyke, \ndy Griffith, Red Skelter. md Petth out Junction. SI N IN \M) OVER the relative!) few families i that tuned in to seven of he top programs, 12'' saw all hows except Donna Reed, Bonanza nd (undid Camera, and another watched all except Donna Perry Vfason and Lassie. \ hird 12' omitted Donna Reed. 'err\ Vtason a\\<.\ (Undid Camera. The same pattern ot exclusions ccurrcd among the eight-program amilics In total. 45.895 of those said the) viewed eight ot he top 10 programs excluded Mason from their diary enI xactk one-third ol the ight-program sample excluded tomui W('((/ and another third •muted Bonanza. Eight-program Bmilics accounted lor onlj -'• •' the entire 593 families, howevei Only two of the top It) were leluded in all diaries of the eight:m families: Beverly HillMies and And\ Griffith. ;ll families m the total sample, just 1.295 or seven families, watched nine ol the top lit pro grams. Just three ol the top In were excluded from all then listings Perry Mason (excluded b) 42. V , ). Donna Reed (In 42. 995 i and / assie (b) 14. 295 >. 1 bus, the conclusion thai a select few of the top 10 programs can likelj credit their high degree ot success to the somewhat more selective I \ tans thosv' who watch a minont\ of the top M> shows, rhese "select lew" tend, tellingly, to be those programs that i.\o not rel\ on COmed) as their mam attraction ■ pnl 20 1964 43