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one always stands out
l*x StUreve^port it's...
1480 KILOCYCLES • NON-DIRECTIONAL
I
1000 WATTS • DAYTIME • INDEPENDENT 529 Vi Crockett St. — Shreveport, Louisiana REPS.: National FOR JOE & COMPANY Southern CLARKE BROWN COMPANY
'm a patient man, Smidley.
Lord knows how long I've waited for just one Cascade order across this desk. But I've had it. I won't sit here and let an exclusive billion dollar morket be ignored. If you can't spot the West's biggest TV buy — one of the notion's top 75, then Smidley, in my book, you're no time buyer. And heaven knows I've tried.
NATIONAL REP .: WEEO TELEVISION
CASCADE
BROADCASTING COMPANY
PACIFIC NORTHWEST: MOORE & ASSOCIATES
ABC
(Continued from page 31 i
and better cowboy operas alive, Particular!) dramatic lias been Maverick's i si .ni record against Ed Sullivan. In two recent special Trendex reports, 10 and 17 November, the Western took Sullivan's measure during the half hour in which the) overlap 21.0 to L9.0 and 21.0 to 20.2. respectively. ABC has also done well with Sugarfool. Zorro, The Real McCoys and Colt .45.
Half-hour \\ esterns are the top-rated nighttime program category, according to Nielsen. The average of 11 of them was 25.9 for the two weeks ending 19 October. Last year they also did well, with seven of the half-hour varietv averaging a 23.3 during the corresponding period, just below the top-rated category, which was situation comed\ in L956. (These and the figures below are by average minute audience. I
The average for the latter tvpe dropped off a little this year, though as a group the\ -till do well. Situation comedy is one of four categories that dropped off in 1957. The other three are hour dramas, half-hour suspense dramas and half-hour adventure series.
Besides Westerns, the quiz and audience participation group has shown top audience appeal. The latter group is not only the second-rated program group but registered a substantial jump over last year from 20.5 to 25.1. Since the number dropped from 16 to 12 shows, it can be seen that part of this strength comes from the elimination of the weaker shows. Half-hour dramas and varietv shows of both the 30 and 60-minute type improved in average ratings.
It is interesting to note that a tallv of firsts 1>\ program categon in the competitive Trendex cities shows a similar picture. Rated first is the \\ estern with eight half-hours on top, second is variet) with six half-hours, third is situation corned \ with five halfhours and fourth is drama with five half-hours.
While a feel for shifting program patterns is a handy knack to have, there is. of course, no substitute for the knack of bringing in good shows, no matter what the type. It is significant that \BC has had more than a fair -hare of success in doing this by relying on the know-how of outside producers. ^
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