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'SPONSOR-WEEK
Top of the news
in tv/radio advertising
(continued)
B.V.D. BREAKS INTO BROADCAST IN BIG WAY
Traditionally a print media advertiser, the B.V.D. company is hurtling into spot radio with hefty saturation schedules this last quarter. The play for the medium: 8,000 one-minute commercials on 31 radio stations in New England, New York, Pennsylvania, Ohio, Illinois, Indiana and Michigan. The regional radio saturation technique is not only unique for B.V.D. It's a rare occurrence in the men's and boys' wear field.
UNITED AIRLINES BLANKETS FOUR FM MARKETS
Documenting the major commercial inroads made by fm, United Airlines (Ayer) last week launched an eight-week campaign of 490 spots a week on multi-stations in New York, Chicago, Los Angeles and San Francisco. The buy, made via FM Group Sales Inc., marks the first such extensive use of fm by a domestic airline. Also making news on the fm front last week was Ampex (Cunningham & Walsh) which kicked-off with 26-week multiplex stereo programs in 10 markets, for a total of three half-hours a week.
TED BATES MOVES INTO WEST GERMANY
Chairman of the board Rosser Reeves sprung a most fitting curtain closer for the four-day Paris Seminar of top brass in Ted Bates' associated European agencies. It was the announcement launching Ted Bates Werbegesellschaft mbh, Frankfurt, West Germany. The new agency will be headed by Robert P. Eaton, general manager, and Fritz K. Wolff, creative director. It's starting out with about $3 million in billings.
ABC RADIO REPS SELLING REGION ALS ONLY
The ABC Radio Representatives setup, just founded by ABC Radio Network, will serve strictly as a sales force for the network's regionals. There is no connection between ABC Radio Representatives and the representation of the ABC Radio o&o's, which is the concern of Blair, Eastman and Katz.
P&G HIKES SPOT TV EXPENDITURE
Procter & Gamble poured $31,972,300 into spot tv the first half of the year, according to TvB-Rorabaugh figures. This is a 12% increase over the first six months of 1961. Figuring heavily in the hypoed budgets were the introduction of Salvo and Crisco Oil. (For more on this see SPONSOR-SCOPE, page 26.)
NETWORK TV BOOSTS AUGUST BILLINGS 16%
All three tv networks posted healthy billings gains in August. The total for the month was $64,274,198, up 16% over $55,385,728 in August, 1961. Cumulative total for the year is running 12.7% over 196 1 's billings, at $516,443,077. Advertiser interest in daytime tv continues to pace the 1962 upbeat network billings picture.
16 SPONSOR/8 October 1 96&