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18 MAY 1953
11 Where is
it
?
Audiences are growing, most network clients are satisfied with results, costs beat nighttime
by Alfred J. Jaffe
jg wo years ago a network advertisement in the trade press said, in part: "Most reliable professional opinion is that daytime I TV I will be a complete sell-out within a year."
Granted a certain amount of natural excess in zeal, the copy reflected an authentic optimism at that time. Obviously, what had been predicted did not come to pass in 1952 — nor in 1953, for that matter. Daytime TV has grown, not in a sharp or spectacular manner but at a comparatively slow and steadv pace — and. perhaps, it's just as well for the future health of the voung business.
To shed some light on what has happened and how next fall shapes up. SPONSOR takes a look this month at davtime network TV. will try to answer some questions about audience trends; what advertisers in daytime TV think of it; how its costs compare with other segments of broadcasting; whether any new; program formulas have been developing.
Here are the key daytime TV trends:
1. Day time TV audience is steadily growing. For every hour of the day. from 6 a.m. to 6 p.m. Nielsen figures on the number of sets in use show a decided increase year by year.
2. Daytime TV viewing pattern appears to be solidifying. The percentage of sets in use from 6 a.m. to 6 p.m. for February 1952 and for February 1953 are remarkably similar, according to Nielsen figures ( see chart on page 28 I . The percentage figures rise
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Should daytime TV abdicate?
A network president made following comment to SPONSOR'; editorial director: "Daytime network TV, nighttime network radio should abdicate — better, cheaper, more popular programs would result and maybe we networks could make some money."
"There's One in Every Family," audience-participation show, offers short-term buys to advertisers. Popular daytime TV fare on the networks also includes soap oper^G, variety programs
steadil) in the morning, reach a peak during the noon-l:00 p.m. hour. sta\ fairly level at that point until 3:00 p.m., then rise sharply as the kids flow home from school and then freeze in front of the TV screen.
3. Daytime network 77 spending by advertisers seems to have reached a temporary plateau. Despite the growing daytime TV audience, as more sets are bought, network TV hillinsrs have
leveled off. PIB figures for January and February of this year show network TV billings for all daytime segments except Sunday afternoon total $8,071,596. The comparable '52 figure was $7,394,642 and the relativel) small increase can be partly accounted for by higher rates and new stations. For 1951 the January-February daytime grosses came to $2,979.17 '.. The reasons for this slowdown in
18 MAY 1953
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