BW - EP134—001: Christmas With Jack Benny In A Changing World—Benny Comes To CBS

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

On December 23rd, 1948, CBS Chairman William Paley and CEO Frank Stanton broadcast a special closed circuit press conference to their affiliates and staff. The move was to officially announce that Jack Benny was switching his program from NBC to CBS. The change would begin with the first broadcast of the new year. When William Paley signed Jack Benny in November, he’d convinced sponsor American Tobacco to make the jump to CBS by agreeing to pay the cigarette giant $3K per week for every ratings point lost after the migration. The move signaled that Paley was intent on not just equalling Benny’s audience on NBC, but growing it. In December of 1948, Benny’s last month on NBC, his program rating was 25.8. His first episode rating for CBS? — 28.3. It was the most-listened to show in the U.S. Benny ended the 48-49 season in May on a high note. His combined rating for his last three months on NBC was 22.7. His combined rating for his first three months on CBS was 25.8.