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ying up?
breath, an intangible that makes a stage, television or screen play rise above trite formulas, "short-term"' trends and the same old faces.
In short, New York's got something — it always has. it always will.
Judd L Pollock, president, MPO Television Films. Inc., New York
Tv spot production is not affected
Talent a\ailabilit\ for the production of television commercials is as good as ever in New York, and in some \\a\s better, despite the westward trend in live l\ .
In the case of actors and models, it is difficult to determine just how many are following the live shows to California in the hope of more steady employment. But a phone call to any casting agency clearly demonstrates that the oversupply of experienced talent seeking commercial employment is as much a fact of life as ever.
Moreover, we find that "name" talent is becoming increasingly available to us. Among the stars and feature players who have been filmed at MPO in recent months are Martha Wright, Bing Crosby, Patti Page, Monty Wooley, Joe E. Brown, Enid Markey, Viola Roache, Tom Petty and Olive Templeton. It is inevitable that Broadway talent, such as the last four mentioned, will work more and more in t\ commercials now that program production is lagging in New York.
But the key to New York's stability (Please turn to page 67)
SPONSOR • 25 JANUARY 1958
THIS IS BOREDOM? LAST MONTH TV VIEWING ROSE IN EVERY HOUR
1 1 tv"s Boredom Index is on the rise, you can't prove it by the percentage of viewers who are staying in front of their home screens. ARB figures released to sponsor for December show substantial increases for total U.S. sets-in-use. And this is at all hours of the day, from 8:00 a.m. to 12:00 midnight. Chart below shows the hourly viewing figures bv local time zone as well.
Average tv sets-in-use by time zones, Dec. . Monday-Friday daytime averages
Local Eastern
Zone , « ,
Time 1957 1956 1957
Central Pacific
956 1957
Total U.S. 1957 1956
8 AM
16.3
12.8
16.2
11.0
8.0
8.4
13.2
9.0
9
12.8
10.9
17.7
13.1
9.3
11.2
12.0
9.5
10
15.0
13.7
18.1
11.0
8.2
9.2
14.2
12.1
11
17.2
15.2
19.7
14.3
11.1
14.5
16.5
12.8
12 Noon
22.3
21.0
18.1
13.5
15.6
18.6
19.8
17.3
1PM
16.5
11.0
16.1
13.2
14.9
15.2
15.9
11.6
2
14.7
12.3
17.4
13.5
11.6
13.2
15.0
12.9
3
19.0
14.0
21.1
16.0
14.5
11.8
18.3
14.4
4
27.2
19.6
28.0
19.0
20.6
23.5
23.5
17.7
5
36.6 37.2
36.6
30.4
32.8
42.5
30.4
27.5
Sunday-Saturday evening averages
6 PM
40.3
39.3
54.3
39.0
50.4
48.3
35.7
32.7
7
53.9
52.3
67.9
54.6
62.1
61.1
49.5
43.8
8
66.4
71.5
69.1
54.6
67.7
66.3
62.5
61.4
9
65.5
67.9
61.1
52.4
60.2
59.0
64.6
60.8
10
51.8
56.4
33.7
28.2
38.8
39.8
56.4
55.7
11
24.5
21.5
15.4
11.0
14.5
15.1
33.7
29.9
12 Mid.
13.4
10.1
3.4
3.4
5.5
5.4
20.5
16.7