Sponsor (Apr-June 1959)

Record Details:

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27 JUNE 1959 Copyrlfht l*W SPONSOR PUBLICATIONS INC. Marketing tools, trends, news, in syndication and commercials FILM-SCOPE A prospect that might be cause for some soul-searching in syndication ranks: the withdrawal from all syndication by Schlitz. The brewer and J. Walter Thompson are deep in discussions on what direction tv activities should take for the 1959-60 season, aside from the sponsorship of Markham (CBS TV) Saturday nights. What appears to be the present disposition: Cancel out syndication and transfer this money to either spot announcements or another network show. If this happens the major influencing factor will have been the reported apathy among Schlitz dealers toward the advertising support they've got out of syndication. Schlitz' syndication buying pattern — regional split-ups — could figure in a large measure in the disaffection in dealer ranks. In other words, Schlitz has tried to stand on the middleground of two series: its money split between CNP's Flight in 20 cities and Ziv's MacKenzie's Raiders in 15 markets. Note the contrast: Budweiser puts all its syndication money into a single show, while Pabst buys individual markets. The lesson in the Schlitz dilemma might be this: It's likely better for a national buyer of syndication to obtain maximum impact via one regional show, or to aim for low cost with a variety of opportune buys, than to have to duplicate merchandising effectiveness over two separate multi-market deals. Stations equipped with only a single tv tape recorder are running into programing bottlenecks that make purchase of a second unit a subject of serious consideration. Where outlets use a single tape machine lo produce commercials, often it's impossible to schedule the machine to also handle tape program telecasts. Svndicators with tape series have been cooperating with such stations in providing film transfers of programs, and the same film prints serve non-tape stations. Established feature film programs often accomplish a measure of ratings stability that makes future ratings scores apparently predictable. The Early Show and the Late Show on CBS o&o's, for example, showed respective increases of 13% and 10% for the first five months of this year compared to 1958 averages, according to Nielsen reports. Note that these average ratings increases have been earned in the face of heightened competition from the live Jack Paar show on NBC stations. Here are the January-to-May averages: 62 CITY THE EARLY SHOW THE LATE SHOW 10.-,') 1958 1959 1958 5-station average 8.8 7.8 9.5 8.6 WCBS-TV, New York 10.3 11.0 12.2 12.4 WBBM-TV, Chicago 7.1 8.5 9.3 6.3 KNXT, I, os Angeles 4.7 5.1 6.3 4.7 WCAU-TV, Philadelphia 10.0 5.5 «>.: 7.8 KMOX-TV, St. Louis 12.0 8.9 10.1 12.0 Source: The April-Mav 1959 NRI. SPONSOR • 27 june 1959