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Wednesday, March 18,1959 VARIETY 49 The current television season is now at a point where the long-term achievements of the networks can be objectively measured and clearly identified. In terms of the criteria that are most meaningful to advertisers and their agencies—size of audience and cost per thousand— this* is the CBS Television Network in March 1959 : It has the largest average nighttime audience of any network. (U% bigger than the second network, 27% bigger than the third) , It has the largest average daytime audience of any network. (8% bigger than the second, 97% bigger than the third) It has as many of the top ten programs and as many of the top forty programs as the other two networks combined. (5 of the top 10, 20 of the top hO) It has the largest audiences in more nighttime ha)f-hour periods than the other two networks combined. It has the largest audiences in more daytime quarter-hour periods than any other network. It has the lowest average cost per thousand for all nighttime programs. (3% lower than the next network) It has the lowest average cost per thousand for all daytime i programs. (12% lower than the next network) It is also significant that the latest Nielsen report** continues to identify the CBS Television Network with the largest average audiences, day and night, in all television,.. This kind of identification perhaps explains why so many advertisers are crystallizing their program decisions earlier than ever before and are turning again to the world’s largest single advertising medium. THE CBS TELEVISION NETWORK