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neTworK
drama. Thus a Walter Winchell (ABC) gave all other news broadcasts a lift and the impact of a program like My Friend Irma was lost among the great mass of plays. Mysteries on the air have been so outstandingly successful that they have been rated apart from other plays for some time and they continue to be so rated.
Last year's Fall Facts edition in reporting Average Network Program Ratings by Types for the preceding season followed accepted commercial trade practice. With the new trend sponsor reports in correspondingly revised form. Some figures, therefore, are not comparable with last year's, which in any case covered only the
fewer months (November 1946~May 1947) that this publication had been in existence. This year sponsor reports for the complete broadcast season September 1947-May 1948.
Evening variety programs once again led program types with a nine-month rating of 12.8, the identical average rating which they hit last year. However, commercial trend is away from variety prO' grams. Indicative of this, in a typical month (April) last year there were 16 evening hours a week of commerciallysponsored variety shows while this year there were only 14^ such hours. The (Please turn to page 132)
MBS
Asof BMB— 1946
Asof May 1,1948
Number of Sta.
%
Power
Number of Sta.
%
Power
50 kw
25 kw
10 kw
7V2 kw
5kw
2 1 0 0 23
100,000 25,000
115,000
3 1 0 0 55
150,000 25,000
275,000
Totol Hish power
26
9%
240,000
59
12%
450,000
1 kw 500 w
33 6
33,000 3,000
75 14
75,000 7,000
Total Medium power
39
14%
36,000
84
19%
82,000
250 w 100 w
208 13
52,000 1,300
319 6
79,750 600
Total Low power
221
77%
53,300
325
69%
80,350
TOTAL POWER
286
100%
329,300
473
100%
612,350
Average power per station
1,151
1,295
NBC
Asof BMB— 1946
Asof May 1,1948
Number of Sta.
%
Power
Number of Sta.
%
Power
50 kw
25 kw
10 kw
VA kw
5 kw
22 1 0 0
42
1,100,000 25,000
210,000
23 1 1 0
59
1,150,000 25,000 10,000
295,000
Total Hish power
65
45%
1,335,000
84
51%
1,480,000
1 kw 500 w
21 6
21,000 3,000
20 2
20,000 1,000
Total
Medium power
27
18%
24,000
22
14%
21,000
250 w 100 w
54 1
13,500 100
56 1
14,000 100
Total Lew power
55
37%
1 3,600
57
35%
14,100
TOTAL POWER
147
100%
1,372,600
163
100%
1,515,100
Average power
per station
9,337
9,294
PEORIAREA
w/fh fhe
LION'S SHARE
of fhe audience
WMBD's continuing leadership in the rich Peoria market is graphically shown in the latest Hooper Station Listening Index (March-April, 1948). WMBD is the ONLY Peoria station to show a larger share of the audience in any time period over the previous report . . . and WMBD shows an increase in ALL time periods.
MORNINGS
(Mon. thru Fri.)
Peoriarea Station "A" 8 3 ^^H^^^
Peoriarea Station "B" 5.1 ^^B^B^
Peoriarea Station "C" 7.8 MfW, W*m
Peoriarea Station "D" 1.2 HLJ VlY
All outside stations 22.8 ^^^^^#
WMBD. .^^^^
AFTERNOONS
(Mon. thru Fri.)
Station "A" 8.5 ^^^^^
Station "B" 5 1 ^^^^^^\
Station "C" 7.1 ^i W ml m
Station "D" 1.6 wVAM
All outside stations 30.0 mAAA^
WMBD ^^^r
EVENINGS
(Sun. thru Sat.)
Station "A" 16.1 ^^^^
Station "B" 8 9 ^V^P^
Ail outside stations 26.9 Vil'HB
(Stations C and D do not IiIIHV broadcast evenings) k^^^^v WMBD. -^^^^
\M/
0
PEORIA ,
CBS Affiliate • 5000 Watts | Free & Peters, Inc., Nat'l. Reps.
:|
^1
JULY 1948
101