Word: hese
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Dates: during 1960-1969
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...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" audiences that they look for in magazines...