Word: allens
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Dates: during 1950-1959
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Enjoyed your July 29 report of Steve Allen's "Scrambled Book List." We're all set to play this new parlor game, and are beginning with Time and Time Again by Tommy Manville...
...choice shots. Producer Gimbel exploded because a Dairy Queen station commercial that had been dropped three days earlier got squeezed onscreen by mistake. But Executive Producer John Reddy was happy about all the publicity because the show is only partly sponsored. Perhaps he should take the late Fred Allen's advice and "save money by ordaining the announcer...
Your July 22 story "Self-Defeat" points up the ability of Nielsen Television Index to provide much more comprehensive measurement of TV audiences than mere "ratings." While it is true that there is some interplay of audience between the Ed Sullivan and Steve Allen programs, our research has shown that tune-outs are not excessive. We checked minute-by-minute viewing against the commercial placement for the night on which the particular study was made, and found no significant changes in levels of viewing at the times the commercials were presented. Therefore, your "sponsor-sobering conclusion, i.e., viewers...
...detailed Nielsen findings indeed suggest that Sullivan-Allen viewers are more prone to switch during entertainment than during commercials. Whether they look at the commercials at all is not indicated by the Nielsen system, which measures only what happens to the set, not the viewer...
...STEVE ALLEN...