When Milton Berle Finally Established Himself on Radio In December Of 1947

This is a snippet from Breaking Walls Episode 98: Christmas Week 1947 with Radio's Biggest Stars ———————————— For the four major radio networks, 1947 was a year or record business: ABC saw a 7.25% gross billings increase. NBC sold out its entire primetime programming block. CBS had seventeen shows with ratings higher than fifteen. And Mutual Broadcasting had the most affiliates in the country. Total radio revenue was over five-hundred million dollars. There were now more than thirty-six million radio homes, and urban centers accounted for 60% of the US population. It was in this season that Milton Berle finally established himself on radio. The Milton Berle Show was one of a half-dozen titles showcasing Berle in his star-crossed radio career. Until 1946 he was considered radio’s best-known ratings failure. But NBC saw potential in Berle where CBS had failed. In March of 1947 they gave him his own variety show, sponsored by Philip Morris. It featured some of radio’s top comedic talent, like Arnold Stang, Pert Kelton, Arthur Q. Bryan, Jack Albertson, Ed Begley and Frank Gallop. In its second season on NBC Tuesdays at 8:00 p.m, the show’s audience jumped 40% and Berle finally cracked radio’s Top 50. In December his rating was 17.5 against Big Town on CBS.