Sponsor (Jan-June 1954)

i\v mean 20-50% of film nut i ior of reruns is often as good as first run, is sometimes higher net) — in local markets generally equal their first-run network ratings when their competition and time placement is the same or similar. Because of the constant increase in tv homes, second runs often reach more homes than did the original showings — even if the reruns show the same or slightly lower ratings." NBC Film Division, like other syndicators, can indeed make a strong point for the rerun show on the basis of ratings. In New York, for example, Victory got a first-run ARB rating of 5.2 back in November, 1952. In its New York rerun, Victory got an 11.3 rating in October of last year — an increase of 153% in the number of homes reached. Some other increases for Victory between first and second showings: Chicago — 57 % ; Washington—180%; Cleveland— 95%; San Francisco — 160%. Not all reruns, of course, increase their audiences at such an eye-opening rate. But — as the Nielsen study makes clear — many shows reach about the same rating level in reruns that they hit the first time around, usually with one-third or more of the audience composed of people watching for the second time. This has put a definite market value on the residuals of any well-rated film program. As George Shupert, head of ABC's Film Syndication Division said: "We would never have entered the highly competitive film syndication business with not one, but two top network programs — Racket Squad and The Playhouse (Schlitz Playhouse) if we had not been absolutely confident that reruns could make money for us and for our clients. Our confidence has been justified." Since reruns approach (and sometimes pass) first runs in audience size, what do they cost? 1. Depending on its original rating behavior in most of the leading markets, the discount on the first-run price can be anywhere from 20 to 40% off. The higher the original rating, the less the rerun price is reduced. 2. Dramatic anthologies seem to wear 25 JANUARY 1954 Do audU'ttees watch rerun film shows? Yes, reports new Nielsen study of repeats With ABC, CBS and NBC paying the bill, researcher A. C. Nielsen recently made a study of the rating behavior of repeat film shows during the summer of 1953 versus winter months. A total of 103 telecasts on 13 program series were checked to study rerun behavior. A control group of 90 telecasts — similar shows, but not including any repeats — was examined to compare with reruns (see chart). Nielsen's conclusion: "Analysis indicates that the use of repeat 'films does not significantly affect audience levels." 1. The average non-repeat show lost 7.6 rating points during the summer. Repeat film shows lost only 5.9. 2. In the non-repeat group, the average share of audience for the winter was 48.4% ; for the summer, 50.2.' ! Repeating shows got a 52.1' share on first showings in winter: a 52.2' * share on summer reruns. 3. Audiences don't tune out of rerun shows. Nielsen "Audience-heltl Index" showed that non-repeat shows had an AHI of 90 in winter: in summer, 88. For the film rerun shows: 90 on first showing; 89 on second. 4. Of those homes tuned to a repeat film show, an average of 41% had seen show before, but watched again. FfiilllllllllllllllllilllllllllllllllllllllllllllllllllllllllllUIIIIIIIIIIIIN best in the rerun market. MCA-TVs rerun Famous Playhouse, for instance, is composed of episodes from Armour's Stars Over Hollywood and the spot-placed Gruen Theatre. Some shows, like CBS Film Syndication's Crown Theatre (in which Gloria Swanson acts as the program "hostess"), are replays of that most durable of all general film dramas, Fireside Theater, which has gone around as many as five and six times. 3. Nobody has fully explored the question of sponsor identification on reruns, particularly on shows for which the original sponsor built a tremendous merchandising campaign. Best bet: If you buy such a show, don't expect it to do all the work for you. Use as much merchandising as you can to back it up. * * * Official Films' "Terry & The Pirates" had its first run last year on national basis for Canada Dry, is one of many reruns now available 57