Sponsor (Jan-June 1951)
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|f>q?;*iint» TV
the figure declining to 10.6% ; 18.4% selected 1:00 p.m.; 30.8% selected 2:00 p.m.; 44.07o selected 3:00 p.m.; 52.5% selected 4:00 p.m.; 55.3% selected 4:45 p.m.
Q. What do viewers think of daytime television quality?
A. The regular viewers in Advertest's survey were asked to evaluate daytime television. This is the box score on their opinions: 3.2% thought it was Excellent; 62.1% said it was Good;
28.0% voted Fair; 3.9% said Poor; 2.8% were Don't Knows.
Q. Advertest figures (above) on times housewives consider most convenient to watch indicate a steady upward progression as the day wears on, but how do these figures on "convenience" compare with what actually happens?
A. Figures Hooper compiled for sponsor on TV sets-in-use during December 1950 show that there is an upward
MONDAY through FRIDAY
Starting Daily at 12:30 p. in.
AN ALL* ARRAY oi the FINEST
NETWORK and STUDIO PRODUCTIONS
Afternoon Prorram Features: News
Stamps Quartet Steve Allen Show Variety Fair . . . with
Gerry Johnson Man About Town
with Jack Gwyn Martha McDonald's Kitchen Fun With Food, Frances Mustard Garry Moore Show "Adventures in Learning" Mrs. Herbert Emery's
Book Review.
"What Do You Read"
with the Rev. Jimmie
McClain
"World Today
Illustrated News
"Mr. Bear" Puppet
Show
OWNERS and OPERATORS
KRLD
50,000 WATTS
John W. Runyon. President
Clyde W. Rembert.
General Manager
KRLD-TV, Channel 4, serves the Souths largest metropolitan area, Dallas-Fort Worth, with more than a million population, with exclusive CBS and KRLDTV Studio productions. More than two million in the secondary coverage area.
KRLD-TV's Evening Shows
are Dallas' Highest Rated
•
More than 10)0,000 Sets
Now more than 100,000 receiving sets in KRLD-TV's primary coverage area and the number is increasing at the rate of more than 6,(KK) per month.
thi
why
KRLD-TV
It your best buy DALLAS— CHANNEL 4
THE TIMES HERALD STATION
The Branham Company Exclusive Representative
progression in set usage during the day. But there are sharp fluctuations; apparently programs on the air at a given time as well as convenience are a factor in drawing viewers to their sets. Here are the Hooper figures for 12:00 noon to 6:00 p.m. in New York, Monday through Friday, during the month of Decemher 1950.
TV Sets
TV Sets
Time
in-Use
Time
in-Vse
12:00 p.m.
6.0
3:00
4.1
12:15
3.6
3:15
9.1
12:30
8.5
3:30
7.7
12:45
4.6
3:45
10.0
1:00
4.9
4:00
19.4
1:15
4.8
4:15
14.6
1:30
9.5
4:30
19.2
1 :45
8.0
4:45
18.6
2:00
9.6
5:00
24.2
2:15
6.4
5:15
23.5
2:30
10.0
5:30
40.2
2:45
9.7
5:45
32.9
NETWORK PROGRAMING
[Continued from page 45)
ABC has focussed all of its attention thus far on nighttime programing and does nothing daytimewise during the week, with the exception of several kid shows. But from 11:00 a.m. to 1 :00 p.m. on Saturdays, ABC has four half-hour shows sold. These include the new Faith Baldwin Show for Maiden Form (11:00 to 11:30 a.m.), Acrobat Ranch (pictured on page 45), for General Shoes. Two Girls Named Smith for B. T. Babbitt, and / Cover Times Square for AirWick. The entire block was bought by the William Weintraub Company in an effort to get on the ground floor in the time period.
In general, weekend programing differs completely from weekday pattern. The weekends are for the whole family group and programs scheduled bear no resemblance to the feminine-slanted weekday formats. Sunday on CBS-TV, for example, the afternoon's programing includes Capitol Cloakroom and People's Platform.
The children's block, starting at five, while it is officially part of daytime TV, of course bears no resemblance to the rest of afternoon programing.
Summing up, the importance of network programing lies in its ability to pull in increasing numbers of viewers who are not yet in the habit of tuning in during the afternoon. Since the audience in daytime has reached only sets-in-use averages ranging around 15%, there are still plenty of available homes yet to be lured in. While network shows provide the lure, pushing up the sets-in-use totals, local programs will profit in terms of carryover audiences and increased awareness of daytime TV. * * *
12
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