Word: nielsens
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...which this season has lost some of its audience edge over an aggressive NBC and a fast-growing ABC. Another blow to CBS has been the slippage of The $64,000 Question, which, despite such frantic publicity stunts as an appearance by Jack Benny, dropped out of the Nielsen top ten for the first time in 2½ years. Strike It Rich is dropping right out of the CBS schedule next week. But given such variations as The Price Is Right or Twenty-One, the quiz show still seems good for many seasons to come...
High-Riding & Downbeat. To the surprise of the critics and even the network brass, the people mainly want to watch westerns. And so horse operas fill half of Nielsen's latest list of the nation's ten top-rated shows. No. 1: CBS's Gunsmoke, starring big (6 ft. 6 in., 220 Ibs.) James Arness. Every one of the 21 westerns that opened the season is still going strong, another will probably be trotted out this winter, and at least three others are champing to cut loose next fall...
...Ears. From his pinnacle atop the nation's TV antennas, Murrow commands a huge circulation. The monthly See It Now, which starts its new season next week (Sun. 5 p.m.. E.S.T.), draws viewers in a Nielsen-estimated 3,850,000 homes; his Person to Person (Fri. 10:30 p.m.. E.S.T.), now in its fifth year, flickers weekly into more than 8,300,000 homes, and his ten-year-old radio broadcast, its audience shrunken by TV competition, still enables Murrow to get more than 1,000,000 Americans by the ears every weekday evening...
...Nielsen...
...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...