Sponsor (Nov 1947-Oct 1948)

PROGRAM RATING TRENDS dmttnucii Jrum page 101 1 reason for this decline is simple. Variet> is the most expensive program form on the air and while it is also the most productive of audiences, the cost per listener in most cases does not justify the expenditure. Talent costs are being pared all along the line. This is intended in no wa>' to disparage radio's great revues. The McCarthys, Hopes, and Skeltons deliver what their sponsors order. Situation comedy. Hooper-rated onl>' for a four-month period (February-May), averaged within .7 of a point of the variety programs. In April of 1947 there were 5 commercial hours a week of this type on the air. In April of this year there were 7,' 4 hours. The top-ranking situation comedy programs, like Fibber McGee and Molly and My Friend Irma, cost less than half as much as the same ranking progiams in the variety category. Running third in ratings among program types arc audience participation shows, including quiz programs. These are today's bargains. On a nine-month average basis for nighttime programs they rated 10.7 and despite the spotlight which has been thrown on them recentl> there were no more of them on the air this past April than there were a >'ear ago. The five-month average a year ago was 11.2. soiTn\M:srMK(;iMvs PUuiee/iw \1)1() STATION Xk'here 23.7% oi Virginians Buying Potrer is Centered Surveys prove W DBJ is \)\ far ihe niosl popular station throu<ihoul it> covera«;e area of nearly l.OOO.OOO po|)ulation. Buy W DBJ and you get not only this l<)\al listener>liip hut an effeetive eonihination of >\ide coverage. |>restige and ser> i<«' that sells. Roanoke and Southwest Virginia is a rich, diverslFied market where sales are dependent on no single income group . . . nor are they subject to radical seasonal charge. Ask FiM»<» A ■•ei<»r*»! CBS • 5000 WATTS • 960 KC Owned and Operated by the TIMESWORLD CORPORATION ROANOKE, VA FREE & PETERS. INC., National Representatives The same five months this season produced 11.8. In April they delivered the same rating as a year ago and for the same number of weekly hours on the air. Dramas have dropped in thL^ number of hours the> occupy on the network commercial air this year as against last. Again taking April as an example, there were 9' 4 hours broadcast weekl> a yeai ago. 73 2 this season. During .April they produced an average rating of 10.2 as against 9.8 a year ago. The average for play? this season was 10.1. Although m>sterie5 remain as reasonable an investment as a year ago, they dropped from 15 commercial hours a week to 12. They still produced a healthy average of 9.7 for the nine-month season. Popular music was fouith in number of sponsored evening network hours on the air in April 1948. For the entire ninemonth season popular music rated 8.7. In April a >ear ago there were only 7 weekly commercial hours of popular music; this April there were 10' 2 Radio columnists, placed in a separate categor> for the first time in February 1948, delivered an average 8.1 for the February-May evening four-month period. While there were fewer of them commercially on the air in April 1947 than in April 1948 {l^i hours vs 3^) they rated better last >ear: 9.1 vs 7.6. How p— — '■ ' •m^'mi-.:.. . .m" 'mmMkkniiMS. '"■ nOTEL^SlTRAlCD Atlantic City''s Hotel oj Distinction The Ideal Hotel for Rest and Relaxation. Beautiful Rooms. Salt Water Baths. Glass inclosed Sun Porches. Open Sun Decks atop. Delightful Cuisine. Garage on premises. Open All Year. Fiesta Grill and Cocktail Lounge Favorite Rendezvous of Ihe Elite Famous for Fine Foods Exclusive Pennsylvania Avenue and Boardwalk 132 SPONSOR