Program Net Trendex Nielsen Type Difference* Trendex citie? were chosen because Fa'.licr Knows Best NBGT\ Sit. Com. 15.9 24.2 52% all three tv networks ha\e full-time out- Ford Show NBGTV A'ar. 19.3 30.1 56% lets there. Ed Hynes. Trendex presi- ARC TV Drama 10.3 18.9 83% Ford Thvalrf dent. estimates that his service covers 5. E. Theatre CBS TV Drama 26.3 41.2 57% r (iale Storm CBS TV Sit. Com. 14.8 26.7 80% 90 ( of those tv homes which can re- (leorfie (dohel NBC TV Comedy 15.9 22.0 38% ceive shows from all three networks Quiz 16.3 33% Giant Step CBS T\ 12.3 on the day of origination. There are, Gunsmoke (IBS TV W est. 21.5 32.9 53% llerh Shriner CBS TV A ar. 13.6 20.1 48% of course, additional homes which can lley Jeannie CBS TV Sit. Com. 12.0 26.1 118 % receive all three networks but. in some I Love Lucy CBS TV Sit. Com. 35.7 16.3 30% cases, these homes see telecasts which It's Polka Time ABC TV War. 5.5 5.4 -2% I've Got A Secret CBS T\ Quiz 26.7 32.8 23% had originated on a different day. Jaek Benny CBS TV Comedy 24.1 32.9 37% Thus, Trendex ratings disclose how a Jaekie Gleason CBS TV Aar. 26.5 32.0 21% program is doing against its competi- Drama 23.7 39% Jane Wyman NB( TV 17.0 tion. And since network competition Jazz Age (Special) NBCTA Spec. 21.5 28.2 31% Kaiser Muminum Hour NR( TV Drama 12.3 15.5 26% for the country as a wdiole is not as Kraft TV Theatre NBCTA Drama 15.3 19.3 26% tough as in the 15 cities, Nielsen na- Lassie CBsTA Drama 23.9 32.4 36% tional ratings tend to be higher. Lawrence W elk ABC TV A'ar. 24.3 27.6 14% Law rence Welk Talent Show- ABC TA A'ar. 16.9 19.9 18% Trendex figures also tend to reflect Life Is Worth Living ABC TV Relig. 7.1 6.8 -4% urban program likes and dislikes, ap- Life Of Riley NBC TV Sit. Com. 14.9 24.4 64% parently the major reason for the dif- Lineup CBS TA' Mysl. 21.7 26.5 22% ferences in rating increases among dif- Lone Ranger ABC TA West. 10.7 19.9 86% Lorella Young NBCTA Drama 20.1 23.1 15% ferent program categories. .Masquerade Parly ABC TA Quiz 11.4 11.8 4% Because of the variation in the rat- Meet the Press NBCTA Int. 8.7 13% 7.7 ing increase the average shown for all Millionaire CBS TV Drama 22.4 31.7 42% My Friend Flicka CBS TV West. 10.3 24.3 136% programs is not particularly useful in- \ame That Tune CBS TV Quiz 16.7 27.3 63% sofar as predicting what a particular National Bowling Ghamps NBCTA' Sport 8.8 9.5 8?/o show will do. Even within a program Navy Log Adv. 19.1 26% ABC TV 15.1 category the average for that category Noah's Ark NBC TV Drama 14.6 17.7 21% Omnibus ABC TV Misc. 5.2 4.4 -18% must be used with care. For example, On Trial NB( TV Drama 12.2 16.5 35% in the drama category the range varied Ozark Jubilee ABC TV A'ar. 4.7 9.5 102% from a Nielsen 17rr below the Tren- , People Are Funny NBC TV Misc. 24.1 32.8 36% dex to a Nielsen 83°^ above. How- Peoples Choice NBC TA Sit. Com. 17.9 23.5 31% ever, a study of the live hour dramas Perry Como NBC TV A ar. 23.8 33.4 40% 1 Person to Person CBS TA Int. 29.9 23.7 -26% showed that, with one exception, the = Phil Silvers CBS TV Sit. Com. 16.8 29.7 77% increases tended to cluster together. = Playhouse 90 CBS TA Drama 16.7 22.4 34% Similarly, in the western category, 1 Press Conference ABC TV 2.7 4% Int. 2.6 those shows with particular appeal to 1 Ray Anthony ABC TV A'ar. 4.0 6.2 56% 1 Red Skelton CBS TV Comedy 25.9 30.9 19% children increased more than the so- i Rin Tin Tin ABC TV West. 17.4 28.7 65% called adult westerns. The mystery | Robin Hood CBS TV Adv. 23.8 32.1 35% category showed the greatest consist- E Robert Montgomery 14.8 -17% NBC TV Drama 17.3 ency in the percent of increase of indi- Roy Rogers NBCTA West. 10.2 21.0 106% vidual shows. Schlitz Playhouse CBS TV Drama 18.9 25.0 32% Sgt. Preston CBS TV Adv. 15.6 25.2 62% Though Nielsen and Trendex differ 77th Bengal Lancers NBC TV Adv. 9.1 15.1 66% in program rating levels, program Sir Lancelot NBC TA Adv. 12.9 19.4 50% trends appear to run parallel, most = $64,000 Challenge CBS TV Quiz 25.7 32.1 25% researchers agree. As a matter of $64,000 Question CBS TV Quiz 28.6 36.3 27% Stanley NBC TV Sit. Com. 11.8 20.2 71% fact, one Trendex-Nielsen study done Steve Allen NBC TV A'ar. 18.4 29.1 58% last year by Bryan Houston found ^tudio One CBS.TV Drama 15.4 21.0 36% that the rating spread for a number of This Is Your Life NBC TV Mise. 21.0 26.8 28% shows ran pretty constant. For exam- Treasure Hunt ABC TV Quiz 13.0 17.3 13% Twenty-one NBC TA Quiz 18.0 14.5 -24% ple. a rating comparison over nine lT. S. Steel Hour CBS TV Drama 16.9 21.6 28% months for Oh, Susannah showed that A ise, The ABC TV Myst. 8.2 9.6 17% the Nielsen was consistently about 10 74% Voiee of Firestone ABC TV A In sic 5.4 9.4 rating points higher than the Trendex. W alter Winchell NBC TV A ar. 17.6 16.9 -4% Wed. Night Fights ABC TV Sport 13.4 17.2 28% A similar ston was uncovered with West Point CBS TV Adv. 13.6 22.2 63% Caesar's Hour. Like sponsor, the What s My Line? CBS TV Quiz 27.3 31.4 15% agency researchers found the pattern 60% Wire Service ABC TV Drama 8.6 13.8 of rating increases was made clearer Wyall Earp ABf TV AA'esl. 22.6 31.8 41% You Asked For It ABC TV Misc. 10.5 13.8 31 % by breaking the figures down by pro- You Bet A our Life NBC TV Quiz 27.9 31.1 11% gram tjpe. It is significant that the A our Hit Parade NBC TV Var. 25.6 28.7 12% average rating spread for situation Zanc Grey Theatre CBS TV AA'esl. 15.5 27.3 76% (Please turn to page 46) ent by uhl h Xlelsen rating Is higher than Trendex. Where there Is a minus sign, this shows the percent r TYendex is higher than Nielsen. Nielsen ratings are a two-week average for the period ending 8 __ Trendtix ratings cover the week ending 7 December. Show categories are SPONSOR'S. List ■^rap !..es 112 nighttime network tv programs. ll • llll Hlllii SPONSOR • 21 SEPTEMBER 1957