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PROGRAM HISTORY— Continued
Breakdowns of the accounts of one broadcasting system in 1929 showed that :
333/3 %of the programs were produced by advertising agencies.
28% were produced by the network (for its sponsors).
20% were produced by the sponsors themselves.
19% were produced by special program builders. In ensuing years, the 28% produced by the networks plus the 20% produced by the sponsors was gradually swallowed by the advertising agencies. Currently network commercial program production stands virtually at zero — attesting the profit derived from radio by the advertising agencies, and indirectly indicating no compliment to the networks for their style of commercial programming.
Programming in 1930
Trends operative in 1929 in music hall, minstrelsy, and their natural offshoots — "homey" comedy or serials — continued in full force during 1930. There were about 50 evening programs on the NBC and CBS schedules, many of them holdovers from the previous year.
At this time — all things considered — radio listening was at an extremely high peak. Some 74% of set owners used their sets on the average weekday. In the same year, the average talent expenditure probably figured in the neighborhood of 28% of the average total radio budget. Today the figure (evening network programs) is 40%.
Sponsor interest in radio decidedly increased during this year, and to provide some statistical guidance in the unexplored program cavern, the Cooperative Analysis of Broadcasting began making program popularity ratings. According to the C.A.B.'s first cumulative year's report, the following 12 shows commanded the highest evening listener attention :
March, 1930, to February, 1931, Cumulative Rankings*
1. Amos V Andy. 7 . General Electric.
2. Rudy Vallee. 8. Atwater Kent.
3. Standard Oil of California. 9. RCA-Victor.
4. Lucky Strike (Sat. program). 10. Camel.
5. Collier's. 11. Cities Service.
6. General Motors. 12. Interwoven.
As to type and talent, the shows not previously described were set up thus :
General Electric: Floyd Gibbons' talks on adventure in science.
RCA-Victor: Nathaniel Shilkret band with guests.
Camel: Charles Previn orchestra, the Glee Club, and guests ; John S. Young announcing.
Cities Service: Concert orchestra, Cavaliers, and Jessica Dragonette.
Interwoven: Jones and Hare.
Daytime leaders were Aunt Jemima (Quaker Oats) ; Cheerio; Radio Homemaker's Club (participating) ; National Farm and Home Hour; and the Household Institute (participating).
1931 Programs
Mystery drama was added to minstrelsy and music hall in 1931. This move was significant, if short-lived on the whole. Program producers felt — it was
* The materials contained in this chart, as well as the materials in subsequent charts and lists, are the sole property of the Cooperative Analysis of Broadcasting. Caution is hereby extended against any reproduction or other public use of the aforementioned materials without due permission from the Cooperative Analysis of Broadcasting, owners of the copyright.
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