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Ratings from the 60's

Paul Raven

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The show was hurt by too many of its popular characters who were in a love quadruple leaving the show: Donna Mills, Leslie Charleston, David Birney, and (eventually) Ed Power. Their replacements (Michael Hawkins, Tom Fuccello, Veleka Gray, Barbara Stanger, Brett Halsey) were not as popular with the audience.

Also, Ira and Jane Avery divorced. CBS, the owner of the show, wanted them to continue to write the show. However, one of them (Jane, I believe) refused to work with the other, and CBS did not want Ira Avery to write the show by himself.

So, a change of headwriters was necessitated. Jane and Ira Avery had introduced the Garrison family (Margaret, Chandler, Spencer, Nancy, Sarah, Jean and Jean's son Andy) into the story, and they were quite popular. The Hale family was introduced next, but that family fizzled. (I think that the family should have stayed around longer and been given more to do.) The Chernak family was then introduced. Mrs. Chernak eventually married into the Donnelly family, as had Helen Elliott.

In 1972, when Procter and Gamble made demands of CBS for the timeslot, the show was moved into the former timeslot of The Edge of Night. The decision was made to turn the show into a crime-mystery since The Edge of Night had been so popular there. Both shows were hurt by the moves that CBS made.

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Variety October 11th 1967

In its 2nd week Love Is A Many Splendored Thing had a 7.6 to be beaten by DOOL 8.3

The Doctors had a 9.5 to Art Linkletter's 9.2 - the first time TD had beaten Linkletter.

And then at 3 AW beat To Tell The Truth.

The first time CBS daytime dominance had been threatened.

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These ratings show the decline in CBS dominance over a 2 year period as both NBC and ABC finally made inroads in daytime.



2 weeks ending April 3 1966

ABC 5.2  Supermarket Sweep/The Dating Game

CBS 10.8  Lucy/Real McCoys/Andy Griffith/Dick Van Dyke

NBC 6.2  EyeGuess/Concentration/Morning Star/Paradise Bay

2 weeks ending March 31 1968

ABC 1.4 Dick Cavett

CBS 6.1 Candid Camera/Beverly Hillbillies/Andy Griffith/Dick Van Dyke

NBC 6.4  Snap Judgement/Personality/Concentration/Hollywood Squares


Dick Cavett was a huge flop for ABC, while CBS reruns were growing tired.Hollywood Squares would have been a big part of NBCs rise.


Noon - 1pm


ABC 5.2 Donna Reed/Father Knows Best

CBS 10.8 Love of Life/Search for Tomorrow/Guiding Light

NBC 6.2 Jeopardy/Let's Play Post Office


ABC 4.4 Bewitched/Treasure Isle


NBC 8.2 Jeopardy/Eye Guess




ABC 5.0 Ben Casey

CBS 13.9 Local/ATWT

NBC 6.5  Local/Let's Make A Deal


ABC 3.4 Dream House/Wedding Party

CBS 14.4 Local/ATWT
NBC 8.2  Local/LMAD




ABC 4.2 Confidential For Women/A Time For Us

CBS 12.8 Password/House Party

NBC 6.3 Days of Our Lives/The Doctors


ABC 6.4 Newlywed Game/Baby Game

CBS 8.4 LIAMST/House Party





ABC 6.4 GH/ The Nurses

CBS 11.2 To Tell the Truth/ EON

NBC 7.8 AW/You Dont Say


ABC 8.2 GH/Dark Shadows

CBS 8.2 To Tell the Truth/EON

NBC 9.5 AW/You Don't Say




ABC 5.3 Never Too Young/Where The Action Is

CBS 12.3 Secret Storm/Local

NBC 7.9 Match Game/Local


ABC 5.6 Dating Game/Local

CBS 8.6 Secret Storm/Local

NBC 8.7 Match Game/Local



Edited by Paul Raven
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Television Age July 1969

CBS -TV's lengthened daytime lead over the competing ':networks is accompanied by ABC -TV's move into second place. According to Nielsen June ratings, CBS -TV's daytime average rating of 8.9 compares with NBC -TV's 6.0 rating, and ABC -TV's 6.7.

During October -April NBC-TV was in second place. While ABC -TV's improvement probably flows directly from its acquistion last January of Let's Make a Deal from NBC-TV (the latter's replacement soap opera, Hidden Faces, suffered a bad battering in the ratings and was withdrawn June 30), CBS -TV is making moves to solidify its top-ranking position. With a healthy diet of winning soapers (in one recent rating period, four of the top 10 daytime programs were CBS -TV serials) CBS -TV is adding an eighth drama in the Fall, taking over its production reins and those of another soaper, now giving CBS -TV full artistic control of four serials. The new show, Where the Heart Is, will move into the noon spot, shoving Love of Life up to 11:30, a rare spot for a soaper. Since both these programs have the same producer, Bert Berman, they will have similarities which CBS is sure will help, and a brace of characters from the new show will be introduced beforehand on Love of Li/e.

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March 1963

1 As the World Turns 13.1

2 House Party 11.2

3 Password 11.1

4 Guiding Light 10.2

5 Search for Tomorrow 9.9

6 To Tell the Truth 9.4

7 Edge of Night 9.0

8 CBS News (3:55/3:25) 8.9

9 Match Game 8.7

10 Millionaire 8.6

11 Secret Storm 8.5

12 Love of Life 8.4

13 Concentration 8.2

14 CBS News (12:25) 8.0

15 Price Is Right 7.3

16 Truth or Consequences 7.0

17 NBC Daytime News (12:55) 6.8

18 Make Room for Daddy 6.6

19 Pete and Gladys 6.6

20 Your First Impression 6.5

Edited by Paul Raven
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2 weeks ending Dec 18 1961

1. Concentration 11.0

2. As The World Turns 10.9

3. The Guiding Light 9.9

4. Edge of Night 9.6

6. Search For Tomorrow 9.4

7. Price is Right 9.3

8. Secret Storm 9.2

9. House Party 8.8

10. Verdict Is Yours 8.3

11. Brighter Day 8.3

12. truth or Consequences 8.3

13. NBC News 8.3

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Top 10 Multi- Weekly for 2 weeks ending Feb 7 1960

1. CBS News

2.Huntley -Brinkley Report 11.5

3. Jack Paar 10.5

4. Guiding Light 9.9

5. American Bandstand 9.4

6. Search for Tomorrow 9.2

7. Price Is Right 8.8

8. Concentration 8.8

9. Love of Life 8.6

10. As the World Turns 8.5


This included all daily shows, not just daytime, hence #1 and #2.

Surprised not to see  Edge of Night there, maybe it was just behind ATWT.

Ratings fluctuated more in those days. ATWT was the #1 soap but outrated by 3 others for those 2 weeks. 

It was not until Oct 1960 that ATWT was #1 every week until 1971.

What was happening late 1960 that propelled it to the top spot and kept it there?




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