Weekly television digest (Jan-Dec 1960)

Record Details:

Title:
Weekly television digest
Date:
Jan-Dec 1960
Publisher:
Washington D.C. : Triangle Publications, Inc.
Volume:
Weekly television digest (Jan-Dec 1960)
Leaf #:
000479
Language:
English
Subjects:
Television -- Periodicals, Television broadcasting -- United States -- Periodicals.
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
A weekly digest of brief reports tracking recent developments in the U.S. television marketplace. Published out of Washington, D.C. with much more focus on the retail of TV sets than the other D.C.-based trade paper, BROADCASTING. -- Eric Hoyt, 2015
Date Added:
March 28, 2024
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VOL. 16: No. 19 17 that emerged from program-by-px-ogram audience study. Rare is the evening TV network show that can claim a balance between men & women in every 100 viewing homes. A few: The Alaskans (84 men, 85 women), The Rifleman (77 men, 77 women). The Untouchables (91 men, 90 women). Have Gun, Will Travel (84 men, 89 women). Another relatively rare bird is the “family-appeal” TV show, although almost any producer and/or network sales dept, will lay claim to the distinction at the drop of an option. Combined, the total of small children & teenagers in a program’s usual home audience seldom reaches the level of adult male viewers, which in turn is almost invariably topped by the number of women watching. The nearest thing to a “balanced” family audience in nighttime TV is CBS-TV’s The Many Loves of Dobie Gillis which, with its strong juvenile appeal & Max Shulman’s special brand of adult comedy, produces 238 viewers per 100 viewing homes and a breakdown of 77 children, 42 teenagers, 46 men, 73 women. Proof of an audience-attraction theory (held by such admen as Ted Bates’ Richard A. R. Pinkham — ^Vol. 16:16 p20) — ^that American women object strenuously to their husbands having a roving eye, but like to watch a sexy male in action on a TV screen — is also to be found in this ARB data. The figures throw considerable light on the fondness for shows starring Muscle Beach-types (as opposed to Actor’s Studio types) among agencies that handle fast-turnover packed products such as drugs & cosmetics. Here are a few figures on some presumably-male-appeal shows: The Texan (Rory Calhoun), 64 men, 82 women; Adventures In Paradise (Gardner McKay), 74 men, 90 women; Tightrope (Michael Connors), 67 men, 82 women; Johnny Ringo (Don Durant), 76 men, 83 women; 77 Sunset Strip (Efrem Zimbalist Jr., Roger Smith), 78 men, 95 women. Do the NBCARB figures & charts (see below & top of next column) point up an advertising moral for the fall season? It may well be: Never underestimate the power of a woman — if her hand is within reach of a TV dial. Women are the dominant factor in network TV audiences. Evening Network Audience Composition By Program Types (Mon.-Sat. 7:30-11 p.m., Sunday 7-11 p.m.) Type Length AVERAGE EVENING All 90 Min. 60 Min. 30 Min. WESTERN DRAMA All 60 Min. 30 Min. VARIETY All 60-MINUTE All Musical General Children 30-MINUTE All Musical General Children MYSTERY & SUSPENSE DRAMA All 60 Min. 30 Min. SITUATION COMEDY 30 Min. QUIZ & AUDIENCE PARTICIPATION 30 Min. GENERAL DRAMA All 90 Min. 60 Min. 30 Min. ADVENTURE All 60 Min. 30 Min. DOCUMENTARY & NEWS .. All 60 Min. 30 Min. INTERVIEW 30 Min. SPORTS 4S Min. No. of Pgms C T M W VPS 109 .44 .21 .73 .91 2.29 2 .42 .15 .68 .97 2.22 33* .44 .20 .78 .92 2.34 74 .44 .21 .71 .90 2.26 26 .62 .23 .82 .86 2.42 8 .60 .24 .82 .88 2.54 17 .47 .22 .81 .83 2.33 20 .41 .18 .72 .99 2.30 11** .37 .15 .74 1.04 2.30 4 .30 .10 .72 1.08 2.20 7 .40 .17 .76 1.02 2.34 1 1.24 .31 .65 .70 2.90 7*» .30 .17 .71 1.00 2.18 3 .32 .14 .68 1.06 2.19 4 .28 .18 .73 .96 2.15 1 .74 .49 .68 .81 2.62 18 .26 .22 .77 .91 2.16 4 .31 .25 .81 .93 2.30 14 .23 .21 .75 .90 2.09 13 .80 .26 .56 .87 2.48 10 .26 .16 .73 1.00 2.13 9 .28 .17 .71 .97 2.13 2 .42 .16 .68 .97 2.22 3 .23 .16 .71 .95 2.06 4 .23 .19 .72 .98 2.12 6 .46 .26 .77 .83 2.30 3 .39 .25 .79 .86 2.29 3 .62 .26 .76 .78 2.31 4 .26 .10 .75 .82 1.92 1 .19 .09 ,82 1.00 2.10 3 .26 .10 .74 .79 1.88 2 .12 .10 .67 1.02 1.91 2 .10 .07 1.00 .49 1.66 Daytime Network Audience Composition By Program Types (10 a.m.-l p.m., 2-5 p.m.) Type AVERAGE DAYTIME QUIZ & AUDIENCE PARTICIPATION ., SERIALS Length .. All .. 30 Min. . All 80 Min. 15 Min. FILM RE-RUNS All General Drama 30 Min. Situation Comedy 30 Min. Western & Adventure .... 30 Min. GENERAL DRAMA 30 Min. INTERVIEW 30 Min. POPULAR MUSIC 60 Min. No. of Pgms C 32 .41 10 .35 9 .17 6 .22 4 .10 9 .64 2 .34 5 .76 2 .76 2 .14 1 .42 1 .65 T M W VPS .14 .23 .83 1.61 .08 .26 .86 1.65 .07 .16 1.01 1.40 .09 .16 .99 1.46 .04 .13 1.03 1.30 .19 .23 .68 1.74 .16 .20 .89 1.68 .19 .21 .65 1.80 .27 .34 .48 1.86 .09 .29 .88 1.40 .04 .26 .84 1.66 .47 .27 .65 2.04 source: JnUL Research Dept, study based on American Research Bureau ‘Includes : Cavalcade of Sports and Wednesday Night Fighte both 45 minutes. **Excludes ; Children Variety — 60-Minut^Walt Disney Presents; 30-Minute— Dick Clark. Explanation of commn heads: C — Children (Under 13). T — Teenagers (13-17). M — Men (18 and Older). W— Women (18 and Older). VPS— viewers per set. NETWORK SALES ACTIVITY ABC-TV Alaskans, Sun. 9:30-10:30 p.m., participations eff. May 22. Mutual Benefit Health & Accident Assn. (Bozell & Jacobs) ; participations eflF. Sept. 25. DuPont (BBDO) Adventures in Paradise, Mon. 9:30-10:30 p.m., participations eff. Oct. 3. DuPont (BBDO) The Law & Mr. Jones, Fri. 10:30-11 p.m., alternate halfhr. sponsorship, eff. fall 1960. Procter & Gamble (Compton) Daytime programming, participations eff. May 17. Curtis Publishing (BBDO) ; participations eff. Sept. 7. Alberto Culver (Wade) Cheyenne, Mon. 7:30-8:30 p.m., participations eff. this fall. Peter Paul (Dancer-Fitzgerald-Sample) Surfside Six, Mon. 8:30-9:30 p.m., alt.wk. sponsorship eff. fall 1960 Pontiac div. GM (MacManus, John & Adams) participations eff. fall 1960. Johnson & Johnson (Young & Rubicam) Naked City, Wed. 10-11 p.m., pre-Christmas buy, participations. Samsonite (Grey) Daytime programming, participations eff. fall 1960. Curtis Publishing (BBDO) CBS-TV Angel, Thu. 9-9:30 p.m., eff. fall 1960, co-sponsorship. General Foods (Benton & Bowles) S. C. Johnson (Benton & Bowles) Summer Olympics, daytime & eve. programming, eff. Aug. 26-Sept. 12. One-quarter sponsorship. P. Lorillard (Lennen & Newell) NBC-TV Wagon Train, Wed. 7:30-8:30 p.m., eff. fall 1960, sponsorship renewals. Ford Motors (J. Walter Thompson) National Biscuit Co. (McCann-Erickson) The George Burns Show, Tue. June 7, 8:30-9:30 p.m., special, full sponsorship. Warner-Lambert (Lambert & Feasley) Thriller, Tue. 9-10 p.m., eff. fall 1960, co-sponsorship. Glenbrook Labs (Dancer-Fitzgerald-Sample) Ameriean Tobacco (Sullivan, Stauffer, Colwell & Bayles) Dante, Mon. 9:30-10 p.m., eff. fall 1960, co-sponsorship. Alberto-Culver (Wade) Singer Sewing (Young & Rubicam) Jackpot Bowling, Mon. 10:30-11 p.m., eff. fall 1960. Bayuk Cigars (Wermen & Schorr)