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'SPONSOR-SCOPE
Continued
Look for P&G to unleash in early 1963 through its agency program committee a series of tactical maneuvers against CBS TV with this ultimate objective: to get a much better shake out of the network on nighttime availability.
What gives P&G a most potent gambit in any chess game of this sort is the fact that it controls by virtue of licenseship the rating crux of CBS TV's daytime program structure, namely, Guiding Light, Search for Tomorrow, As the World Turns and Edge of Night.
P&G appears bent on strengthening its accumulative nighttime audience substantially for the 1963-64 season and, if it must use these soaps as bait to achieve this goal, the committee will do it.
However, here's something that P&G may be expected to do immediately: shift more of its budget over to spot tv, which is now running at the rate of $55 million.
ABC TV daytime sales tells inquirers about the $200 per minute raise it's just put into effect that the network itself hardly nets anything from the hike.
Its explanation: virtually all of the $200 is soaked up by the emergence of prime affiliates in Rochester, Syracuse, Grand Rapids and other markets.
Looks like agencies and advertisers in daytime network tv won't be able to form a picture of their audience position until the end of the fourth quarter.
Myriad factors have complicated and fuzzied up measurements this fall. Cases in point include Dodger-Giant playoffs, the orbit shoot, the world series and the re* alignment of schedules on virtually all the networks.
The reshuffle has affected most of the across-the-board appraisals.
In bight of this situation some advertisers who have renewal options coming up in late October and early November are hoping that the netwotrks will be lenient about enforcing them.
NBC TV may have a problem in retaining certain advertisers in the 4-4:30 strip when it replaces Here's Hollywood with Match Game the first of the year.
The cause will be basically the hike in the package price, from $10,800 to $15,000 per quarter-hour.
The recalcitrants seem to take the stance that Here's Hollywood offered an efficiency that the higher-priced Match Game will take some time to match.
NBC TV's reason for dropping Here's Hollywood: too many production headaches.
Network tv sellers of broad interest news/actuality programing have an advantage point in the fact that the percentage of watching in the lighter viewing homes as represented by the three lower quintiles keeps going up.
That tendency has resulted in an over-all hike in this type of viewing, but the significant angle is this: the bulk of the higher educational groups are to be found in the third, fourth and fifth quintiles.
Here's a comparative breakdown of quintile viewing to news and actuality programing compiled by Nielsen for NBC TV:
YEAR ALL VIEWING 1ST QUIN. 2ND QUIN. 3RD QUIN. 4TH QUIN. 5TH QUIN.
1961 21.7 35.2 28.1 22.8 16.5 6.6
1962 22.4 32.6 27.7 23.5 19.3 8.8
The growing concern among the networks for the welfare of the radio station affiliates could, according to some trade viewers, have a longrange motive, and the base of that motive is uhf .
The theory: when the switchover to a single tv channel takes place the vast majority of the applicants will be the owners of radio stations.
SMUSM/22 October 1962 21