Word: cbs
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Dates: during 1960-1969
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Though it is strictly a local television channel, station KQED had the imagination and daring to begin a 13-interview series with Longshoreman-Philosopher Eric Hoffer five years before CBS discovered him. This fall KQED became the first U.S. station since 1960 to shoot a documentary inside Castro's Cuba. Its special on Duke Ellington, Love You Madly, was so lively that it was later played at the Edinburgh and Venice film festivals. Then there was the channel's Where's Jim Crow?, a weekly segment rooting out covert discrimination in the area. And, for a change...
...Nielsen-ratings race so far this season, the perennial leader, CBS, is clobbering the competition again. Among TV's top 20 programs, CBS claims 14, including Andy Griffith (No. 1), Lucy (2), Gomer Pyle (5), Red Skelton (6) and Ed Sullivan (10). Moreover, CBS claims an average prime-time audience that is 11% bigger than NBC's and a record 25% ahead of third-place ABC. Yet standing as No. 1 can be an honor without profit in TV country. CBS's earnings fell 43% in the third quarter compared with the same period last year...
...CBS's major problems is that many TV sponsors today care more about the composition of a show's audience than its overall total. The ratings strength of CBS is in its older shows. But those programs attract proportionately more elderly, lower-income audiences from rural and semirural areas-audiences that, obviously, are the least tempting to most advertisers. T hese viewers not only have less cash to spend but are also less likely to try new products. And at a time when corporations are tightening their advertising budgets, many sponsors are seeking the same kind of "selective...
...course, want not only the right audience but the right price. Take an item like Geritol. ABC's Lawrence Welk Show happens to be running 31st in the cumulative Nielsens, but demographic studies show that Welk is No. 1 for viewers who are 50 years and over. CBS's higher-rated Lucy pulls almost as many of the 50-plus folks and delivers a vast extra audience as well-but one that is not a likely market for Geritol. Geritol obviously gets more for its money paying about $3.40 for every 1,000 viewers over 50 who watch...
...Numbers. According to CBS Research Director Jay Eliasberg, the network feels that "intelligent advertisers are not interested in demographics perse but in the audience's response to their product," since most TV advertising is of mass-consumption items. Besides, adds Eliasberg, CBS's huge prime-time audience contains top numbers in all categories-more young people, more old people, more women, more men, more teenagers, more children...