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'SPONSOR-SCOPE
Interpretation and commentary on most significant tv/ radio and marketing news of the week
1 OCTOBER 1962 / Copyright 1962
If you as an agency buyer of spot tv were to be asked by a client what big change has taken place this season in the pattern of doing business, here's a phenomenon you can cite to him.
It's an appreciable breakdown of the barriers against getting stations to confirm orders less than 30 days before starting date.
The crumbling of the old tradition in this respect has added loads to spot's flexibility, buttressed spot's competitiveness vs. network tv and made it far easier for spot prospects to do their planning at long range.
And who do think should get the lion's share of credit for the major breakthrough?
It's no other than the toy people. They succeeded in convincing tv stations in the large that their business made it imperative that they know in June what tv facilities could be locked up for a late September starting date.
Argued the breed: if the networks were willing to abide by this basis, why should spot play coy, unless it wanted the money diverted to another medium, like print?
In the process of educating the sellers of spot tv as to the toy industry's problems the manufacturers disclosed that tv has virlually become the tail that wags the dog. In other words, it's the locked-in tv schedule that largely influences preChristmas orders from jobbers and if the maker is to get these orders into production in ample time his tv commitments must be wapped up by the first of June.
Lever Bros.' Pepsodent can chalk up a victory for itself in the battle of acceptance for its new promotional theme: Do you have yellow mouth?
NBC TVr continuity accepance issued a stern thumbsdown on this slogan, but it decided fo change course, and reluctantly so, after it found that the yellow mouth thing had met with the approval of not only the other networks but the NAB code.
FC&B, which has Pepsodent, told SPONSOR-SCOPE last week that this particular campaign has no plans for spot as yet.
The yellow mouth angle comes 10 years after Pepsodent blitzed radio with the theme of you'll wonder where the yellow went when you brush your teeth with Pepsodent.
Reps in both New York and Chicago say they've never seen anything like the continuity of buying they've gone through for this fall.
The action got going in a solid way in early July and it's still rolling along at a lessened hut gratifying pace.
The No. 1 headache: squeezing in minutes for late comers among the top markets.
(For latest action on the buying front see SPOT-SCOPE, page 67.)
You can take this as a symptom of the tight spot tv market : rep salesmen are grumbling about the disposition of too many buyers to insist on ample time in which to make their confirmation decisions on alternate spots.
The question they now pose is how much is "ample." and you can hear them arguing the point that there ought to be some ground rule on moving-around time.
For some of the more fortunately endowed reps the point is academic. They're operating strictly on a first-come-first-served policy.
SPONSOR/1 October 1962 '''