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CBS holds daytime cards: Network has twice the sponsored daytime hours oj SBC (all shows above have sponsors), litis been ver) successful during weekdays, with near solid 10:00-3:30 lineup
NBC prepares a.m. TV battle: NBC s bold step in early morning with "7 o turned out well. Web is making fall plans to compete with CBS tlurin of morning, especially with slots from 10:00-12:30, is depending on "Ding i
daytime TV business are not eas\ to |)in down since most explanations can probabl) be traced to advertisers who are not in daytime video — and there are lots of them. Some advertisers arc waiting for larger daytime audiences. Some are afraid to pit a new ram against an existing show because the) feel existing audiences are too small to split up. Some have found success in daytime TV spot.
Others feel they can't afford daytime TV in addition to their present media. The slowdown doesn't hit all the networks. CBS. with a number of program successes hanging from its belt, increased its 1953 January-February grosses over 1952 by more than $1 million. NBC is down a bit, Du Mont is up a bit. ABC's 1953 figure is about 40% off from '52. which wasn't big to start with. No pattern is emerging.
4. Daytime network TV advertisers are generally satisfied with their buys and are showing this by staying where they are. There are some exceptions to this but none of them is a black mark against daytime TV. Colgate recently moved The Big Payoff, one of the top daytime shows, from NBC to CBS. but the regular discount given for larger billings figured largely in this move, according to admen, and Colgate
Average daytime TV sets-in-use (percentage) during February J5J5I, 1952, 1953
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