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over-all
ever, the 8.1 is a high rating for their sponsois for a number of reasons. First, most are aired for only 1 5 minutes. That means time costs arc low. Then, since they're for the most part one-man shows, talent costs are much less than those of other programs. Even Winchell, tops in this category, collected only $7,500 per broadcast and was rated consistently over 20 du ring the height of the past season . This means an audience for his sponsor at $375 a Hooper point. It takes a mystery prO' gram to top that, and mysteries take a half hour of time, or almost twice Winchell's time cost.
At the tail end of the average program ratings for the season 1947-'48 are concert music, 6.9, news and news commentators, 6.1, and a catch-all class, miscellaneous, 5.4.
There wasn't much change in the daytime trend. While the nine-month rating of daytime serials was 4.9, the figure for the five months November through May was 5.4, the exact rating of last year. The number of sponsored hours per week of the serials (comparing April vs April) was 53I4 in '47, 5334 in '48. Daytime audience participation programs soared in sponsor fancy and will continue to increase this fall. A year ago April there were 15 weekly hours of such daytime shows, this year there were 27' 2
News and popular music periods are off in all categories on the air. Last season
KBIW
ANY WAY YOU LOOK AT IT . . .
KNOXVILLE'S BEST BET is
Represented by Donald Cooke, Inc.
in the daytime in ratings but popular music had a great many more sponsored hours on the air, SH in 1948 vs I'a in 1947. This fall there'll be less costly programs
Big year for network packages
proved, for all who cared to check their ratings, that there's little relationship between program costs and listening. Creative brains are the recipe and they cost far less than "names." * « ♦
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Unless the FCC rules against it in the sale to clients and agencies. CBS owned future, the networks are permanently in and produced programs hit the Hooper the business of producing programs for First Fifteen and the Nielsen Top Ten a
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o you think of the Red River Valley as one sea of wheat, and nothing else (except maybe WDAY)? Well, it aint!
We got hawgs, corn, cattle, poultry — a diverse farm output that makes our 172,600 families richer than all out-doors. Our area's retail sales, for instance, are .458% of the U. S. total, as against .117% for the parts of North Dakota we don^t cover!
And WDAY just about sets the U. S. record for popularity within its area, too. Most families hardly ever tune to any other station. May we send you the facts?
FARGO, N. D.
NBC • 970 KILOCYCLES 5000 WATTS
Free&Pftersj^c.
JULY 1948
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