The show was part of a block of daytime games on NBC during the early 1970s, which began with "Concentration" at 10:30 a.m. Eastern Time and continued to "Three on a Match" at 1:30 p.m. Most of these games were known for emphasizing game play over prizes, which were intentionally small due to memories of the quiz show scandals of the 1950s. "The Who, What, or Where Game" ran at 12:30 p.m./11:30 a.m. Central, opposite "Search for Tomorrow" on CBS, and sitcom reruns, soap operas, and the games "Password" and "Split Second" on ABC. Because NBC ran a five-minute newscast anchored by either Floyd Kalber or Edwin Newman at 12:55 p.m. (before a 30-minute affiliate break), "The Who, What, or Where Game" only ran 25 minutes each day, instead of the customary 30. Similar to "Jeopardy!", which preceded it at 12 Noon/11 a.m. Central, "The Who, What, or Where Game" proved to be an effective stablemate to its lead-in.