T.V. Viewing on the Increase

Apr. 19, 1965 - Television viewing is on the increase, according to research figures of the A.C. Nielsen Company.

A national Nielsen report issued today said that between 7 and 10 p.m. for the two weeks ended April 4, an average of 62.7% of all television sets were in use. A year ago in a like period, the figure was 60.8%. There are about 54 million sets.

The Nielsen report also said that the combined three-network average evening rating was considerably higher now than it had been a year ago. 

Some industry spokesmen attributed the increase to the rising sale of color receivers. Persons who invest $400 or more for color are sure to make use of the set, it was said. It also was suggested that the increase in multiple-set homes could be a factor. About 30% of the homes with television now have two sets.

Among the average evening rating of network programs from 7:30 to 11 o’clock, Nielsen gave NBC a rating of 20.8, CBS 19.6, and ABC 18.9. It marked the fourth consecutive Nielsen report in which NBC had placed first.

The NBC rating was up 24% over a year ago. ABC was up 9% and CBS was down 7%. A rating signified the percentage of homes sampled that were tuned to a network or program.

On the “top 10” list, CBS had six shows, and NBC and ABC had two each. The order of finish was as follows:“Bonanza” (NBC), “Gomer Pyle” (CBS), “Bewitched” (ABC), “The Fugitive” (ABC”, Dick Van Dyke, Andy Griffith, “Gilligan’s Island” and Red Skelton (all CBS); Walt Disney (NBC), and “The Beverly Hillbillies” (CBS).

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