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NBC TO LEAD IN HOOPER NATIONAL RATINGS
TRANSCRIPTION FIRMS SET ON MUSICAL BACKLOG
LOUIS FIGHT HITS COMPETING PROGRAMS
YEAR-END NETWORK REPORTS GLOW
50 KW FOR CFRB HELPS CANADIAN INDEPENDENTS
STEEL COMPANY DONATES TIME TO COMMUNITY
PROJECTS
SOAP OPERAS ENDORSED
ALL-NIGHTERS
INCREASING
Hooper's national ratings, which will be available some time in March or April, will give NBC programs, generally speaking, largest listening indices of any of four networks' shows. More NBC sponsors use full web and NBC stations, averagewise, are older and more powerful .
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All major transcription organizations finished pressure schedules of musical recordings under wire. Killing pace had been maintained until December 31, with one musical aggregation refusing New Year's Eve bookings in order to fill six recording sessions that day. Now e.t. organizations are prepared for Petrillo ban on recordings.
-SRABC's airing of Louis-Walcott fight hit all competing programs. "It Pays to Be Ignorant" Hooper was down to 4.1, from 8.5. Spotlight Revue was off 5.0, rating 2.6. "Mystery Theater" rated 5.4, off 6.5. Gillette-sponsored fight garnered 41.5 and was highest-rated regularly-scheduled program of 1947. It increased by 5.8 rating of "The Sheriff" which preceded it, sending it to 14, perfect indication of what good programs do to airings which precede them.
-SRHeads of all four networks look forward to '48 with optimism which reverses most network heads' approach to '47. While there were no feelings of cockiness, all being certain that there would be real battles for advertising dollar, there nevertheless was assurance that broadcasting would do its job and get its share.
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Canadian independent broadcasting (non-government) was given new hope during past month by CBC (Canadian Broadcasting Corp.) grant of 50,000 watts to Harry Sedgwick's CFRB. CFRB is first independent Canadian station to reach 50 KW.
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To guarantee premium nighttime spots for civic groups, Portsmouth Steel Corp. (Ohio) has purchased 6:30-6:45 p.m. on WPAY, Monday through Friday. Five to 15 minutes will be available to worth-while projects in station's area. Gesture will also serve to further employee relations.
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Study of "Big Sister" published in "Genetic Psychology Monographs" by Professor W. Lloyd Warner and Dr. William E. Henry of Social Research, Inc., indicates soap operas do have stimulating effect on listeners, both as individuals and as members of society. Most women listeners researched by Warner and Henry feel they "learn while they listen."
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Number of stations on air 24 hours daily is increasing at rate of one a month. Latest to serve its all-night area (which is many times a station's day or evening listening territory) daily is WCKY. Cincinnati, which started January 1, though it broadcasts only 18 hours a day on Sundays.
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