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names in new places
Network ratings
No new coverage maps but average ratings of net works indicate changes
There are no new coverage maps of the four networks. Sometime this next December or January, the Broadcast Measurement Bureau is expected to have the network report for the second BMB study available. Since BMB indices provide for recording the two important factors in coverage — the ability to hear a station and the desire to hear a program on that station— the report should indicate effectively the impact of recent switches in top programs.
18 JULY 1949
In lieu of any coverage basis on which to report network standing, the next best index as to how networks rank can be the Hooperating report (36) cities and the Hooper standing of each network in terms of "Total minutes of rated sponsored time by network."
The third week in February is usually the peak of the listening season. A comparison of average evening Hooperatings ( 6 to 11 p.m. I between 15-21 February 1948 and 1949 should show
1948
1949
9.3
9.3*
10.2
11.4"
4.8
4.1*
13.8
11.1
the trend of listening at least in the big city telephone homes surveyed by Hooper.
Average evening network commercial ratings (6-11 p.m.) 15-21 February, 1948-1949 Network ABC CBS MBS NBC
* Does not include cooperative programs
The relative standing of the four networks is also indicated by the number of minutes they have sold during the week rated.
Minutes of sponsored time
(6-11 p.m.) 15-21 February, 1948-1949 Network 1948 1949
ABC 1045 930
CBS 1600 1560
MBS 690 500
NBC 1635 1575
The spread between NBC and CBS
71