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'SPONSOR-SCOPE
8 OCTOBER 1962 / Copyright 1962
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Interpretation and commentary on most significant tv/ radio and marketing news of the week
Belittlers of tv advertising, particularly those who hleat ahout the flight of business from the medium, ought to get themselves posted on the actual facts.
For instance, on the total number of advertisers in network tv from year to year.
Here's a comparative count of the number of sponsors listed in the first September Report of Nielsen's Tv Index for the past three years: 1960, 147; 1961, 151; 1962, 178.
Did you know that rep salesmen have among themselves composed a list of elite spot agencies which they refer to as "swingin shops"?
They define such shops as places where the spot tv volume is great and where after availabilities are submitted they can get a quick presentation and answer.
The list: Bates, Benton & Bowles, Compton, JWT, Grey, BBDO and D-F-S.
Colgate last week went on a tv cutback romp, affecting the fourth quarter, in an effort, so it was said, to give a little more substance to the year's profits.
The rush to save involved: (ll asking the tv networks to see what they can do about disposing of a lot of nighttime commercial minutes which Colgate has under committment for the balance of the last quarter; (2) cancellation of spot outlays for Fab, Colgate Dental Cream, and slicing of schedules in selected markets on Dynamo.
It may be a couple weeks too early to reflect on Madison Avenue's general reaction to the network's new fall tv fare, but there's one broad comment from that sector that's worthy of marking down at this time.
The observation: regardless of the quality of the material emanating from the Hollywood film lines, you can't sell short a season which offers so many live variety programs, with virtually all of them headed by conspicuously successful personalities.
If nothing else does, the observation continues, this collection of programing will invest the schedules with an excitement that the business hasn't had in years.
Also pointed out is this: in view of the turbulence and problems involved on both the international and domestic news front, the informational-public affairs programing will probably set new levels of quality in reporting and production.
Nielsen's putting a bigger foot forward than ever in the contest of demographic data packages among the tv rating services.
Its new ball of socio-economic wax is due out in December and will cover the OctoberNovember period. There'll be five such breakouts.
The emphasis will be on people and include such information as specific age breakdowns by not only key viewers but teenagers, housewives, all on a time viewed basis. It will be geared to the audience reached by the individual advertiser.
General Mills' cereal division will expand its three-fifths support of the Rocky & His Friends cartoon strip in 70 markets by January first. Eventually the list will be up to around 100 markets. The 15-minute episodes are spotted within the stations' kid programing.
Price Waterhouse hasn't got around yet to compiling an estimate of national and regional spot radio billings for the first six months of 1962, but if you want to make a guess you probably won't go far wrong if you peg it $99,600,000.
That would put the margin of increase between 5-6% over 1961's first half.
JNSOR/8 October 1962
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