The Charlotte News from Charlotte, North Carolina • 35

Ratings: TV's won-loss record tv sports most half the sets in use had tuned in The network immediately began to salute itself proclaiming the program a sports landmark And indeed it was I itit UM 1101r kta EtSit EZt Zr" EtM EZt EtSZ Rtt 11-T1 Mt ItZt IPA Ettt acri FLORSHEIM'S IMPERIAL NOVA ONE OF MANY STYLES IN SOFT KID SKIN Veal THE CHARLOTTE Dec 1 1977 --3C GOLD KID BLACK KID SIZE 612 13 t-7V1-1) KID A FEE BLACK KID CHARGE WITH BANK CARDSOPEN EVERY NIGHT 'III 9 (Except Sat Iii 6 PM) 777'77 -eputst 4 S'e4 1ffEmWeq1eCelffMIM 74 THE CHARLOTTE Dec 1 1977 Ratings: Zr" EttS( EZt R2 Rtt Et VA EteSt al Ty won-loss record im ci A 1-LI ni c-111vL) --7 5 It most half the sets in use had tuned iee'''' i in The network immediately began orniAl 1111-1611186 NOVA 1 I sports 4 to salute itself proclaiming the ''I tr0440 gram a sports landmark And indpro-eed 51 ONE OF MANY STYLES 2 UL' 1 it was IN SOFT KID SK IN 6 1 40-r4 trro ns i it 0 sj -4' 9( (t sk 'Ai4--4 s' -e A41e "Ili 4 V) 1 I V- 41V' LI 147fX7: 4 It i '44'cirfI tii? 11 rf --1---t4 4474 71''' '''IP: st el N'- :4 1 and 3i 4 ----c--g 1440- tiA4101 00 ---1-4-r771 ltd KUHN ARLEDGE 1 -f- 1 Zl 0 'iirtZliIitakaateanalf 5 SIZE 612 13 GOLD KID BLACK KID A FEE CHARGE WITH BANK CARDSOPEN EVERY NIGHT 'III 9 (Except Sat Til 6 PM) J4A-JAt -4 ii Ar N-- 474 --t 7p1 4- :74 It14- rA ----4-- 'A Pe P- ilr-A 34 'y 'FP 't i 1' --4 0 e- P) -1 w'1--4-N1-1 t------ 47-1E 7--- to4-4414 0 i rt" VI i '''Ldit-" "beAke i CONVENIENT COTSWOLD SHOPPING CTR VI -i--t 5- -j r'" 11- 1H6' '-4e )1 1 -I 10444-t 'i (lei 4 I 1 No-- 'A 0 I NI 41! 01 i- --1411 T64- A 7 ''''414Iiii '-gi41Z CONVENIENT COTSW OLD SHOPPING CTR NI 1 years of existence Monday night football has never done as well The show spawned imitators ABC produced "Challenge of the Network Stars" within a month CBS followed with "Celebrity Challenge" Each show drew higher ratings than its predecessor On September 7 another network was heard from "Us Against The World" featured comic Don Rick les and actor Jack Klugman broadcasting the play-by-play of a two-hour track-and-field meet among several countries Competitors included Elke Sommer Chevy Chase Susan George Gabriel Kaplan This show was brought to you by NBC whose executives contend without a smile that their network is the conscience of the sports broadcast industry Made-for-television sports events are a surrender to ratings "Superstars" ABC production easily outdrcw both NBA and NCAA basketball on Sunday afternoons "Superstars" has been burying traditional sports competition since 1973 when Roone Arledge put it on the air to challenge the NBA which had de years of existence Monday night football has never done as well The show spa A wned imitators BC produced "Challenge of the Network Stars" within a month CBS follow- ed with "Celebrity Challen ge" Each show drew higher ratings than its predecessor On September 7 anoth- er network was heard from "Us Against The World" featured comic Don Rickles and acor Jack Klumn broadcasting the play-by-play of a twohour track-and-field meet among several countries trs Cometi- tors included Elke Sommer Chevy Chase Susan George Gabriel Ka- Ian This show was brought to you by NBC whose executives es contend without a smile that their network is the conscience of the sports broad- cast industry Made-for-television sports events are a surrender to ratings "Super- stars" ABC production easily outdrt both NBA and NC AA has ketball on Sunday afternoons "Su- perstars has been burying tradition- al sports comnetition since 1973 by NBC whose executives contend without a smile that their network is the conscience of the sports broad- cast industry Made-for-television sports events are a surrender to ratings "Super- stars" ABC production easily outdrcw both NBA and NCAA has- ketball on Sunday afternoons "Su- perstars" has been burying tradition- competition 19 when Roone Arledge put it on the air to challenge the NBA which had de- Ratings for the 1976 Montreal Olympics have caused interesting repercussions Thanks to perfect per formances by Romanian gymnast Nadia Comaneci and nearly as professional a job by ABC Sports the Olympic Games achieved a 48 share in prime time over a two-week period Sponsors do not forget these things Three years before the fact NBC already has $100 million in advertising commitments for the Moscow Games While ratings are becoming an increasingly important factor in sports programming they are still not as vital in the decision-making process as prestige The National Football League is prestige Major league baseball and Forest Hills tennis are prestige A network executive knows that if Saturday afternoon baseball achieves low ratings all he can lose is a few dollars But if he should be so unfortunate as to lose major league baseball to the competitor he might lose his job Tomorrow: What lies ahead? Ratings for the 1976 Montreal Olympics have caused interesting re- percussions Thanks to perfect per- formances by Rom Romanian gymnast Nadia Comaneci and nearly as pro- fessional a job by ABC Sports the Olympic Games achieved a 48 share in prime time over a two-week pen- od Sponsors do not forget these things Three years before the fact NBC already has $100 million in ad- vertising commitments for the Mos- cow Games While ratings are becoming an in- creasingly important factor in sports programming they are still not as vital in the decision making process as prestige The National Football League is prestige Major league baseball and Forest Ills tennis are prestige A network executive knows that if Saturday afternoon baseball achieves low ratings all he can lose is a few dollars But if he should be so unfortunate as to lose maim- Ipaatie hasehall to the romper- program-Ming they are still not as N'ital in the decision-making process as prestige The National Football League is prestige Major league baseball and Forest fli Is tennis are prestige A network knows that if Saturday afternoon baseball achieves low ratings a ll he i can lose is a few dollars But he should be so unfortunate as to lose league baseball to the compet- itor he might lose his job Tomorrow: What lies ahead fected from his network to CBS Vengeance is mine saveth Roone Although networks speak piously about production techniques and broadcasting talent ratings transcend everything in judgiag the value of a sports program The best example of that is the Billie Jean King-Bobby Riggs prime time tennis match Cameras had difficulty following the ball Some viewers thought Howard Cosell and Rosie Casa Is were a weird father-daughter pair foisted upon them ABC affiliates were flooded with spontaneous protests Network headquarters in New York drowned in angry telephone calls ABC hunkered down until the ratings came out a few days later Al fected from his network to CBS vengeance is mine saveth Boone Although networks speak piously about production techniques dti teues and broadcasting talent ratings Iran- scend everything in judgiag the value of a sports program The best example of that is the Billie Jean King -Bobby Riggs prime time tennis match Cameras had difficulty lot- lowing the ball Some viewers thought Howard Cosell and Rosie Casals were a weird father-daughter pair foisted upon them ABC affili- ates flooded with spontaneous protests Network headquarters in New York drowned in angry tee- phone rails example of 'that is the Billie Jean King-Bobby Riggs prime time tennis match Cameras had difficulty lot- lowing the ball Some viewers thought Howard Cosa and Rosie Casals were a weird father-daughter pair foisted upon them ABC affili- ales were flooded with spontaneous protests Network headquarters in New York drowned in angry tele- hone calls ABC hunkered down until the rat- ings came out a few days later Al- Dirt pMkm1 49t (300 CID) Six of any pickup Tough Twin-I-Beam front end Over 350 sq ft of corrosion protection like galvanizing No-rust front fender liners Double wall box and tailgate 3 speed Manual Transmission cv: Pefelqnegyk 'W0 4 1Mt7t VItt )01 al kg ZkliaiVAIHalra ad Va VRE Vts sinccoIre t73 pe ma2jor 40040- e4401f 4441100 1 04 4 4 Lot al VnzziiairtZatizekvargadynorwE two I 4 reAr 1 et l''' 04:4 tzt fi'4' e441 irH- '1 :1 i cm A 4 tl P4 A la r' 4 4' i 1 ti 10A 1 it1q: "(4 '11114r31'-g --'L4y: fu i'-' z't'': ii'-X A "2)' i AA''- "P' rn 4-1 4 1 4 174 vA 4 1 114- ki4''' 1:: 44 r) izo 4 g' i tLY 1 it r--i 1: 4 --tN0 i ----'1'i-' 'l 7-1 t's '-f' ''is: i 4 kg -11'1: rz: f- s'-- i' 1 -Jc: 1 f'-s- i Li' 1- A tp P-' 'x 4 fr i'l I i'v 4-- 4 I 1 4i -pi 1'' 1 '''-'P- '''''7'' k' ''V- '''4: '4' l'''' 'n '7" ''3 IT- "iti '''Z''' 1: "1:: i': 77''-' '''s 7''' '17411'71 77: 77'1 4 gi -f -tml--144--a2 I 7 )4izi' -'2 fs 0 N-: ::1 4 7 i l' '4 it () 4'' 0' El It 11123 IMZI ger51 11riiii 4 0 -1 i :1 0 :2 JA4--7 ifs I i I tr li07 NAtsli: 4 44 '''''''-'-'4111a1Vgrlitafretint: -) )' '--4 4 11F :1 'll' A 'Al Ar 1 140 i vi: 3 7 ki i'' 4 4 oKt't 4 4 -''t'I' 4' 4 i-v-1 :1 4 1: '-'-'''14 41' i- "-G 4: 1' ht: volk4 717 -117cl" ''''k4- i) 41: i '-'-4JA Attpriet 1414k ilf 4ke--' :10 i- f14r-1 0 1 17f1 -41A f''" i' 1 '17Lir0Vir akft 41 Ire" 14 t'7' r' ''V1! q'is 1 -4 :1 oP'-- i tsiixf i -'iNl'el' tlT1 t'" "roof kx'e '1 Io- 7 '741: '7'1' '''''tl'' J'" (4077'7'7- 4 5M' '''''''i--''' 4'1- re' ''4' 1' r1' N' -4'': 1' 'A 'a i -s i i ir-4' ie y7 1: 44 1' I '16-i: z1: -4-4i4iiilicki--'' oftNwhit -4-0- ki- -i -7' 7 i 1' -s -sf'''i 1 4 77'tror tf :2: -41ve-tk14 a ---e '4' 4Vigic2416'44 -w4 k-- Fir irt: uis1 0 Fri tit '1 like galvanizing No-rust front fender liners 1v? 'tV i 49L (300 CID) Six of any pickup 'w 0- 'z-- 4- v--- '-c- pi A s144-4I- Tough Twin-I-Beam front en p- -A 41e 4- to iY1 z4 -i7-P -'ed' La Over 350 sq ft of corrosi on protection wI -iA 4- jr 4 1 I 1'- )' fg i Double wall ox an al ga vp 4' P4' 4 1' ir' 1 4 -x ''''4'IFl sox- 5 3 speed Manual Transmission ii '-i -i 4f1 yt''-- i fi'tit J- 131 12 '4-'0 4(441 :4 4 ''''A ''-Y--- ''----L 404k4 4 Vt'Afti'' 'At 21' S''4" '4'' 4WtAk In 1977 the three major networks will televise more than 1100 hours of sports generating some MO million in gross income But as the profits increase so too do the problems: Boxing and tennis scandals the creation of so-called "trash sports" and the growing influence of the networks This fifth of a six-part series examines the relationship between television and sports where it stands today and where it is heading By JACK CRAIG and ALAN RICHMAN The Boston Globe Ratings are as starkly revealing as Bovvie Kuhn without his overcoat They are the won-loss record of programs The sole purpose of ratings is to establish advertising rates which is almost the sole purpose for the existence of commercial television The airways might be free but networks operate for a profit Until recently sports were treated as gently as public service programs virtually free from the ruthless ratings test imposed on most other network programming Sports programs were either games or annoyances depending upon the inclination of the top executive at the time The subtle change of focus that turned sports programming into a profit center for the network has been paralleled by the proliferation of sports on television The volume will approach 1300 hours this year up from 800 in 1971 Since time is the only inventory of the networks those extra 500 hours could not simply be surrendered without a profit Sports has had to start paying its way Networks no longer are willing to carry unprofitable sports programming unless they are reasonably certain that a future profit potential exists CBS carried the National Hockey League for three winters without once attaining its moderate goal of reaching three million viewers from a single telecast When the CBS contract expired NBC stepped right in to pursue the hopeless cause After the 1975-76 season hockey was dropped from the networks Ratings were terrible and station affiliates in places where there is no ice like Mississippi wanted no part of the game Supposedly the networks learned a lesson through their ordeal by hockey They have enormous power to stimulate interest in a sport but they cannot create it from utter indifference "I don't think a week goes by that somebody doesn't call me up and say 'Let's start a league" says Jack Dolph former American Basketball Assn commissioner former CBS sports director and present independent packager "They'll say 'You do the television and we'll run the teams' I tell them do the television once they have a schedule and are playing" A few sports programs are stilt trying to defeat the ratings games Since the inception of Saturday afternoon baseball on NBC these telecasts have been doomed in major markets Going head-to-head against local broadcasts in places like New York and Boston the NBC national games are outdrawn by as much as seven to one And thus it may ever he "It is a cherished local time which clubs don't want to give up" says Baseball Commissioner Kuhn Not only does Saturday afternoon baseball on NBC lack an audience it often lacks sponsors The rate card for the national broadcast is a modest $17000 a minute but frequently the commercial spots go for much less One advantage to buying the national baseball package was that rights to the World Series a huge ratings success came along in the deal Now that ABC has Monday night baseball it also gets a share of the World Series further disminishing the value of Saturday afternoon baseball to NBC In contrast to baseball low ratings are causing a severe cutback in tennis Two years ago professional hockey was on the bottom With returns almost complete for 1977 tennis seems assured of the cellar for the second year in a row Given that miserable consistency tennis will disappear from network television in 1978 except for Wimbledon Forest Hills and a few pro-celebrity events Sponsors are willing to buy tennis since they presume enormous buying power is in the limited audience but that alone can't sell a show The limited audience burts the programming that precedes and follows tennis An example of the emphasis on sports show ratings carried to the ridiculous is the wet T-shirt phenomenon which began with "Battle of the Network Stars" last January on ABC The premise was wonderfully simple If men will sit for six hours to watch other men in shoulder pads certainly they will linger for at least an hour over semi-nude starlets bouncing about in slow motion replay The premise proved valid "Battle of the Network Stars" achieved a 40 share in its seven In 1977 the thr will televise more of sports generati lion in gross incon its increase so to Boxing and tennis ation of so-called the growing inflt works This fifth examines the reit television and spor today and where it By MC and ALAN The Bost Ratings are as st Bovvie Kuhn with They are the won-grams The sole pu to establish advert is almost the sole istence of commen airways might be operate for a profit Until recently si as gently as public virtually free from ings test imposed work programmi grams were eil annoyances depem clination of the tor time The subtle chan turned sports prol profit center for been paralleled by of sports on televi will approach 1301 up from 800 in 19 the only inventory those extra 500 hot ply be surrendered Sports has had to way Networks no lom carry unprofitable ming unless they ar tam that a future pi ists CBS carrie( Hockey League fc without once attair goal of reaching th ers from a single tc CBS contract expir right in to pursue tt After the 1975-76 was dropped fron Ratings were terrib filiates in places ice like Mississippi of the game Supposedly the a lesson through hockey They have to stimulate interes they cannot create difference "I don' goes by that somet me up and say league" says Jacl American Basketba sioner former CBS and present indepe "They'll say 'You and we'll run the tc do the television schedule and are pla A few sports pr trying to defeat thl Since the inception ternoon baseball on casts have been di markets Going heac local broadcasts in York and Boston ti games are ouldrawt seven to one And be "It is a cheft which clubs don't says Baseball Comm Not only does Sal baseball on NBC lac often lacks sponsor for the national bro est $17000 a minutl the commercial spc less One advantage tt tional baseball pat rights to the Mori( ratings success cal deal Now that AI night baseball it als the World Series fi ing the value of Sa baseball to NBC In contrast to bi logs are causing a tennis Two years hockey was on the turns almost compl( nis seems assured the second year in a Given that miser tennis will disappez television in 1978 ledon Forest Hills a lebrity events Spor to buy tennis sinc enormous buying limited audience bu sell a show The burts the program cedes and follows te An example of sports show ratings diculous is the wet non which began Network Stars" li ABC The premise simple If men will to watch other men certainly they will an hour over sen bouncing about in play The premise "Battle of the achieved a 40 shai In 1977 the three major networks its increase will televise more than 1100 hours of sports generating some MO mil- lion in gross income But as the prof- Boxing and tennis scandals the ere so too do the problems: lion of so-called "trash sports" and the growing influence of the net works This fifth of a six part series examines the relationship between television and sports where it stands today where It is heading By JACK CRAIG and ALAN RICHMAN The Boston Globe Ratings are as starkly revealing as Bovvie Kuhn without his overcoat They are the won-loss record of pro- grams The sole purpose of ratings is to establish advertising rates which is almost the sole purpose for the ex- istence of commercial television The airways might be free but networks operate for a profit Until recently sports were treated as gen tly as public service programs ings test imposed on most other net- work programming Sports pro- virtually free from the ruthless rat- grams were either games or annoyances depending upon the in- clination of the top executive at the Rat rrA wx The pickup: Ut Fv 1 97-1v Am 4 1 1 1 il -g-c '1 '---i 4 0 A''': et i'' )7 g' --o That's right! For that kind of money you can own America's favorite pickup With roomy Custom Cab and these standard features: Full-foam seat with seven inches of soft resilient foam five inches in back for lots of comfort Floor and door trim panel and headliner insulation Behind-seat storage area i 41 l0 1-1-i- -A: r- 4i 4 Iwo et!" 1 f) 1 I ir' 5 v--e-rc 4: -15ttiIve10- P- 1TV l'In o41 A414 1 Ford pickups are tough to beat for gas economy ratings Fords 49L (300 CID) Six has the biggest displacement of any 6-cylinder pickup yet it has the best gas mileage rating of any pickup at 28 mpg highway 19 city And Fords 50L (302 CID) V-8 2 has the best V-8 mileage rating 26 mpg high- 1 way 17 city '78 EPA estimates with manual I st 1 trans Diesels and car trucks are excluded MPG Hwy MPG City 'Your mileage may vary depending on your vehicle's condition optional equipment and how Ford F-100 49L 1300 CID) Six 3 sp manual transmission and whore you drive California ratings lower kups are tough to beat for gas economy ratings 9L (300 CID) Six has the biggest displacement of any 6-cylinder et it has the best gas mileage rating of any pickup at 28 mpg 19 city And Fords 50L (302 CID) V-8 Jest 2 -8 mileage rating 26 mpg high- ity '78 EPA estimates with manual lir 1 esels and car trucks are excluded MPG HWY MPG City eage may vary depending On your ve- The place: EA 4 4 41 Tletaritirth 4 VIV17 TEM The price: 't 92 2 9 fric Your Ford Dealer has a whole parade of values and choicesNew Ranger Lariat for top-of-the-line looks and comfort Super Cab America's roomiest 2-door pickup Classic Shorty Flareside Ranchero for the man in charge Design-leading Ford Van Tough 4-wheelers including the all-new Bronco 1 Yr)! ir Fnrri nPAIPr hq whniP nArArIP nf v2I1 log a We proved it with an independent shopping survey conducted between Oct 27 Nov: 2 The price is an average of prices at all of the Ford Dealers in Charlotte Some were higher some lower See your Ford Dealer for his price and terms Title and taxes excluded MORE PRICE NEWS: Ford plorer Sale-up Koff MORE PRICE NEWS: Ford plorer Sale-up NBC to screen Olympic trials NBC to sot Olympic trio grille low-mount Western mirrors luxurious color-keyed cab interiors sound insulation and a lot more all at a discount Then you can add power steering and Cruise-O-Matic and get another discount Add air conditioning and tinted glass and the discount grows again Cap it all with a deluxe box cover and the total Explorer discounts climb to $274" off factory suggested price Ford Explorer Special Pickups are great-looking great buys They offer major discounts on the equipment many buyers want And the value adds up as you add on Here's how it works Explorers start with any Ranger model: Regular Cab or SuperCab 2-wheel or 4-wheel drive They include special paint and striping mag-style wheel covers on F-100150's chrome Discounts are based on the difference between manufacturer's suggested retail pricing of options purchased separately and as special option package ti 4 0-44rarier ::1:::: 177: 1h: r1 1 i i i NEW YORK IP The National Broadcasting Company the network that will be televising the Summer Olympics from Moscow also will be bringing into the living rooms of America the final US Olympic Trials preceding the 1980 Games The announcement was made jointly by Chet Simmons president of NBC Sports and William Simon treasurer of the US Olympic Committee The Olympic Trials include competitions in 28 sports with the top finishers gaining berths on American contingents in Moscow and the Winter Games in Lake Placid NY (ABC will broadcast the 1980 Winter Games) The trials for the Summer Games covered by NBC will include archery basketball boxing canoeing and kayak cycling equestrian fencing field hockey soccer gymnastics team handball judo modern pentathlon rowing shooting swimming and diving track and field volleyball water polo weightlifting wrestling and yachting NEW YORK A' Broadcasting Compz that will be telcvis Olympics from Mos bringing into the America the final 11 als preceding the 19 The announcem jointly by Chet Sin of NBC Sports a Simon treasurer of Committee The Olympic Trk petitions in 28 spor finishers gaining her contingents in Mosc ter Games in Lake will broadcast th Games) The trials for the covered by NBC 1 chery basketball and kayak cycling log field hockey tics team handbal pentathlon rowing mirg and diving tra leyball water poi( wrestling and yachti of all Ford trucks registered over the last 12 years 93 out of 100 are still on the job (Based on cumulative registrations as of 7176) FDAp See Your Local Ford Dealer 4.