The row-by-row heat transfer characteristics of fin-and-tube heat exchangers were experimentally investigated. Three wavy fin samples having different rows (one, two and three) and one plain fin sample (three row) were tested for $600{leq}Re_{D}{leq}4,000$. The heat transfer data were obtained for individual rows, and the corresponding heat transfer coefficients were reduced from the data. Results showed that the heat transfer coefficients were strongly dependent on the tube row. The heat transfer coefficient decreased as the tube row increased. However, the row effect was different depending on the fin shape. For the wavy fin, the row effect significantly decreased as the Reynolds number increased, yielding approximately the same heat transfer coefficients at $Re_{D}{approx}2,500$. For the plain fin, however, the row effect lasted for the whole Reynolds number range. The increased mixing of bulk flow by wavy channels appears to induce high heat transfer coefficient (accordingly diminishing row effect) at downstream rows. The heat transfer coefficients of individual rows were higher for heat exchangers having larger tube rows.