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'SPONSOR-WEEK
Top of the news
in tv/radio advertising
8 October 1962
SEVEN DAYS THAT SHOOK AIR MEDIA
It would be hard to recall when air media has gone through as intensely exciting a week on the special events front as it did last week. The sequence — the Mississippi U. upheaval, the Giant-Dodger playoff, the Schirra orbit, the World Series — probably commanded for tv and radio a record atidience for any one week. It was also a week which saw NBC TV virtually carrying two programs simultaneously (the playoff and the space shoot) , unprecedented paper work for affiliates in terms of preemptions, rebates and makegoods, and a strenuous work out for transistors.
ISODINE TAKES OVER THOREXIN— BILLS $1 MILLION
Isodine Pharmacal's line of cough remedies has been rounded out with the addition of Thorexin cough medicine bought from Gillette Laboratories. North continues as agency for the $1 million account and spot tv as the main stay of media activity.
WARNER-LAMBERT MERGES AMERICAN CHICLE
You've got to be on your toes to keep track of all the activity at Warner-Lambert these days. Latest development at the drug firm is the merger of American Chicle, a hefty tv user ($2.5 million in spot last year and $4 million in network) . The amalgamation adds another breath sweetener to W-L's line, American Chicle's Clorets (Bates) , to compete with W-L's own Listerine ($5 million) just assigned to JWT.
NIELSEN RELEASES FIRST SUMMER PORTABLE RADIO DATA
There was good news for radio last week, with the release of the Nielsen Radio Index Battery Portable Report. Major upbeat note: the overall level of radio usage remained at slightly over 20 hours Aveekly per radio home, substantially the same as winter levels. Dramatic shifts were noted in the shares contributed to the total by plug-in and portable listening. Plug-in usage dropped to nine hours and 32 minutes and battery portable listening soared to six hours, 30 minutes, up 49% over winter levels.
NAB RADIO BOARD GETS TOUGH WITH CODE VIOLATORS
The expulsion of four radio stations from the Code was recommended by the Radio Code Board of the NAB, part of a new get tough policy. The move followed monitoring which disclosed that the lour were carrying Preparation H (Bates) hemorrhoidal remedy commercials, a Code taboo. Nine other stations resigned to avoid the action, while 21 other stations cancelled or refused schedules for such advertising. Final action will be taken by the Radio Board of Directors on 16 January.
FCC APPROVES DENVER PAY TV SYSTEM TEST
The second pay tv system in the U. S. got an FCC go-ahead last week. Authority was granted to Gotham Broadcasting, owners of K.TVR, Denver, and the Macfadden-Bartell Corp. to conduct a three-year test in the city. Teleglobe Pay-TV Systems of New York owns one-third of the new corporation.
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