We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
MM Reruns of film programs
1. How big an audience can reruns of film shows get?
SOURCE: A. C. Nielsen Co. Analysis of Repeat Films, December 1953; done for ABC, CBS, NBC film divisions.
Summer ratings of film reruns higher than shows run for first iinu in summer
SHOWS WHICH HAVE FILM RERUNS CONTROL CROUP WITH NO RERUNS foi comparison)
WINTER: Ratings for original Mill I . t' I i I 1 1 1 s 1 1 1 i \\ B
SUMMER: Ratings
Mills Of s.'IMlr BllOWfl
High Show:
46.7
High Show:
40.9
Low Show:
12.9
Low Show:
14.6
AVERAGE ALL:
33.9
AVERACE ALL:
28.0
AVERACE DECLINE: 5.9 rating points
WINTER: Ratings foi eon 1 1 ul group hi shows
SUMMER: Ratings replacement shows run tirst time
High Show:
56.6
High Show:
39.4
Low Show:
13.3
Low Show:
12.0
AVERACE ALL:
31.6
AVERACE ALL:
24.0
AVERACE DECLINE: 7.6 rating points
.Share of audience film reruns higher than shows run for tirst time in summer
SHOWS WHICH HAVE FILM RERUNS CONTROL CROUP WITH NO RERUNS (for comparison)
WINTER: Share of audience of original run of film shows
SUMMER: Share of audience Of Ifl'Ulls lit' S.'llllr
shows
52.1%
52.2%
The A. C. Nielsen Co. made a study of the audience that the original run of a film show commands during winter compared with a rerun of the show during summer. Nielsen than took a control group of shows falling into the same program categories as the film shows for comparison, checking the size of the audience these
WINTER: Share of audience of control group
shows
SUMMER: Share of audience for replacement run for first time
48.4%
50.2%
commanded as first runs in winter compared with their replacement shows in summer. Nielsen found ( I ) the average non-repeat show lost more rating points than the average film rerun in summer; (2) film reruns during the summer had a higher share of audience than original runs in either winter or summer.
2. Is there a big audience loss when some people realize a show is a rerun?
SOURCE: See question I.
Ai-erage rerun loses less audienee than summer first run shows
SHOWS WHICH HAVE FILM RERUNS
WINTER: ', of audience
ot original run of film show
which stays tuned*
SUMMER: ', of audience
of reruns of same shows
n hlch stays t lined '
High Show: 97% Low Show: 75% AVERACE ALL: 90%
High Show: 96% Low Show: 77% AVERACE ALL: 89%
A further Nielsen study showed that more viewers stay tuned in to a film rerun after they realize that it's a rerun than stay tuned in for the control group of first-run summer replacement shows. The average
CONTROL CROUP WITH NO RERUNS (/or eompariton)
WINTER: ', of audience
SUMMER: ', of
audience
of control group which
nt' i eplacemenl shows which
stays tuned
stays tuned
High Show: 95%
High Show:
95%
Low Show: 83%
Low Show:
83%
AVERACE ALL: 90%
AVERACE ALL:
88%
of all rerun films tested commanded 89% of the audience, which stayed tuned in for 25 out of 30 minutes. The average replacement show from control group kept 88% °f viewers for that time.
FILM BASICS we 3