BW - EP142—006: William Gargan Is Barrie Craig—Radio Ratings In 1954

Breaking Walls: The Podcast on the History of American Network Radio Broadcasting

By 1954 ninety-eight percent of homes had a radio set. There were still nineteen million U.S. houses that could only be reached by radio. Procter & Gamble led the way with over fourteen million dollars spent, and forty companies, including General Foods, Colgate-Palmolive, Liggett & Myers, Campbell’s Soups, S.C. Johnson, and Coca-Cola spent at least one million dollars on radio advertising. However, the four national networks continued a five-year downward trend in radio ad sales. Network radio gross revenue peaked in 1948 at just under two-hundred million dollars. In 1953, it was down to one-hundred sixty million. While TV hadn’t fully supplanted radio’s total reach, it had decimated its prime-time audience share. On CBS-TV I Love Lucy led all shows with a rating of 58.8. It was seen in over fifteen million homes. Radio’s top show, The Lux Radio Theater, was heard in just under three million. The networks reduced ad sale charges for the sixth consecutive year, hoping to offset TVs broadening market share. It didn’t work. For the first time in sixteen years revenue fell. The only category to see an increase in sales was local advertising, and even that rose less than one percent. Shows canceled in the first half of 1954 included The Quiz Kids, Dr. Christian, Front Page Farrell, Bulldog Drummond, Rocky Fortune, Ozzie and Harriet, and The Six Shooter. West-coast actors, like Herb Vigran and Herb Ellis were moving into TV, but television was already going through budgetary changes. Radio’s top show, People Are Funny had a rating of 8.4. Along with oncoming transistor sets, nearly thirty million cars now had radios, but there was still no system to measure this audience. The next year it was estimated that out-of-home listening added an additional forty percent to at-home audiences. People Are Funny’s actual rating was closer to twelve. But these incidentals didn’t matter to the industry’s character actors. Network production habits were changing. More and more documentaries and news were airing from New York, more and more drama was airing from Los Angeles. That summer, NBC shifted the production of Barrie Craig to hollywood.