Sponsor (Oct-Dec 1962)

of young people (although oldsters weren't prevented from joining the circle) . Commenting on the effectiveness of the campaign aimed at a nation "on a record binge of youth-mindedness," John J. Soughan, v.p. and director of marketing services, Pepsi-Cola Co., told sponsor that "Pepsi-Cola's tv commercials, quite likely the most successful in the soft drink industry, are distinguished primarily by the appearance of bright, lively, youthful people generally in the age range of 19 to 25. "The reason for this particular selection of people is the most obvious of all: people of this age range — the younger set of America — represent the best potential customers for soft drinks," Soughan said. "A second, but still primary, reason is that people in this age group represent the largest single market category in America. And, not so incidentally, this age group is growing at a more rapid rate than any other. Predictions are that by 1970, Americans from the ages of 19 to 30 will make up the vast portion of our population. The strong interest in the youth market currently being shown by alert-minded advertisers is not a new phenomenon, but a logical extension of a growing trend over the last decade, in the opinion of Boris Lorwin, executive v.p. of Glick & Lorwin, an organization that provides educational counsel and specialized public relations to corporations and such. What is new this year, according to Lorwin, is the growing number of advertisers who have come to realize that effective penetration of the youth market "is quite a trick and requires an approach all its own." Lorwin cited the recent Ford campaign as an outstanding one. "The spendables." An ideal term to describe the youth market would be "the spendables," as Max Tendrich, executive v.p. and director of media, Weiss & Geller, phrased it. "They have the spending money for their own needs and wield strong influences in certain buying decisions of the family." In the opinion of William H. Hylan, CBS TV Network senior v.p. of sales, there's no general BIGGER than SACRAMENTO STOCKTON One Buy Delivers IDAHO MONTANA plus 1 1 counties in Wyoming at lower cost per thousand SKYLINE TV NETWORK delivers 10,100 more TV homes than the highest rated station in Sacramento-Stockton at nearly 18% less cost per 1,000. SKYLINE delivers 92,300* nighttime homes every quarter-hour Sunday through Saturday. Non-competitive coverage. One contract — one billing — one clearance. Over 267,880 unduplicated TV homes in 5 key markets. Interconnected with CBS-TV and ABC-TV. MONTANA— KXLF-TV Butte KFBB-TV Great Falls KOOK-TV Billings KBLL-TV Helena Satellite to KXLF-TV TV NETWORK P.O. Box 219) Idaho Falls, Idaho Call Mel Wright, phone area code 208-523-4567 TWX No. IF 165 or your nearest Hollingbery office or Art Moore in the Northwest 50 trend in terms of advertisers seeking a "so-called 'young adult' audience." "Actually, unless a program is deliberately slanted toward a special audience, an advertiser can hardly miss this age bracket, because the young adult segemnt of our population falls into the heavy viewing category," Hylan maintained. "We should not confuse the efforts being made by an individual advertiser to establish a youthful product image through skillful use of the commercial with audience trends. Programs, not commercials, create audiences and determine their nature." On all networks. Still another example of appealing to the young adult market on tv is currently being demonstrated by American Motors. E. B. Brogan, automotive ad-fl vertising manager, American Mo-fl tors Corp., told sponsor last week the company's 1963 models "open up the door to a lot more sales to the young segment of the market." For the first time, network tv participants on all three major networks have been slotted for the Rambler announcement period. Brogan said his company expected to reach 122 million tv viewers with the expanded '63 coverage. Additionally, 20 Rambler radio spot commercials will be aired every weekend on NBC Monitor for the seventh straight year and 18 radio spots on week-end ABC News. A vital segment. Dean Shaffner, director, sales planning, NBC TV, said that young adults are a vital segment of the consumer population, valuable because of their above-average willingness and ability to purchase a wide range of products and services. But, he also pointed out that a special Nielsen survey of tv homes reveals that contrary to a commonly held belief, homes with housewives between the ages of 35 and 49 constitute the most valuable consumer segment. "There is abundant evidence that network tv is particularly effective! in reaching the young adult with a ( variety of programs that have spe-I cial appeal to this age group," Shaffner declared. He noted that no single network has a monopoly on these types of programs, nor do they fall into neat categories. ^ SPONSOR /22 October 1962