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1 OCTOBER 1962
NO. BRANDS SIZE OF STATION LIST
(76-266 stations; 8%) (51-75 stations; 6%)
(26-50 stations; 13%) (20-25 stations; 6%)
(10-19 stations; 16%)
National spot dollars rarely reach low market stations
(3-9 stations; 50%)
1375 TOTAL
(3-266 stations; 100%)
This analysis of the 2nd-quarter TvB-Rorabaugh report ignored 2253 brands as local; tabbed 1373 brands using at least three stations in two states. Each brand equals one station list. The longer the list the more markets and the more stations in the higher ranked markets. Only (il brands used more than 10(1 stations
More tv $ for smaller markets?
► Smaller tv markets want major ad dollars
► They can be had but don't come easy
► Few brands use more than 75 stations
► Short lists get most of the long green
N
othing bugs a tv station manager, in most markets below the top twenty-five, more than his yen for the lovely, luscious, and lucrative dollars of the national spot advertiser. So intense is his desire, and often his need, for national spot billing (in some markets that national advertiser dollar can be the difference between red and black ink) , that many an
otherwise astute operator spends more time singing "The M.ijoi Dollar, Minor Market Blues'' than he does in putting together a creative selling pitch.
Small market problem. Putting together such a pitch is not easy, and making it work is no cinch, either, as any station rep will agree. To quote more than one rep, "Getting national dollars into a lesser
market is a backbreaking job. It's a long hard fight For thai dollar but it can be done."
And more than one agenc) timebuyer and media man has said. "II the) have a good market and can find a distinctive peg on which to hang a pitch and get their stoiy across, they can help themselves ai the national level. The trouble is that too man) stations look, lor the national dollar before they've built their local and regional acceptance and revenue."
What man) veteran agency, rep,
.ind station men also agree on is: "Most lessei market stations don'i attempt to understand how national dollars are allocated. I lu \ rarel) look beyond their own environs. All the\ know is that na
SPONSOR 1 October 1962
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