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The
network pidiire is changing
The networks since BMB
All four ehams have expanded, in poi%'er. number of stations^ and national coverage
What has happened to the networks since the first BMB measurement of radio listening in March 1946? Last year SPONSOR published, in its first Fall Facts edition, two-color maps of each of the four networks. This was the first and thus far the only presentation of the networks on a visual comparative basis. Even at the time these maps were published the information used to draft them was practically a year old. Based upon this first BMB survey, each network was credited with stations aflfiliated with it as of September 1946.
Since that time 294 stations have joined the networks. As of May 1, 1948, ABC has added 73, CBS 18, MBS 187,
JULY 1948
and NBC 16. Even these station additions do not present the full picture of the networks today, since there have been innumerable increases in station power and changes in affiliation during the past two years. On the following two pages, SPONSOR presents, in chart form, the record of network station affiliation according to BMB, as of May 1, 1948. This graphic presentation underlines what has transpired since the BMB survey.
On a power basis, both per-station and total web wattage, CBS is very close to the leader, NBC. NBC has 9,650 more watts (on a full network basis) than CBS and 226 more watts per station average. CBS has three more outlets than NBC.
Power of course is far from the whole answer to network coverage. Where the power is on the waveband and how much of it is effective are vitally important factors. A station located at the low end of the dial (up to 1,000 kilocycles), for example, has far more coverage than a station of same power higher in the band.
Mutual emphasizes its in-town stations and links more one-station towns than any other network. It also has more 1,000watt stations than any other chain with 75 1 KW affiliates to ABC's 60. (CBS and NBC have 21 and 20 respectively.)
Mutual and ABC have grown fastest of the networks. In total power MBS has increased 46% and ABC 43% since BMB. While the former has been adding stations in great numbers, in many cases of low power, ABC has been striving to increase its average station power. At the time of the first BMB, ABC averaged 2,554 watts per station. As of May 1, 1948, it had
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