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'SPONSOR-SCOPE
Interpretation and commentary on most significant tv/ radio and marketing news of the week
5 NOVEMBER 1962 / copyright im»
The local vs. national rate question has suddenly thrust itself on spot tv in an important way, with Sealtest the protagonist.
Reps last week got wind of the policy that Sealtest proposed to implement with its buying for 1963 when stations reported that the account's agency, N. W. Ayer had men on the road seeking to learn which stations would accept Sealtest schedules on a local, or retail, basis.
Sealtest's position, as obtained by SPONSOR-SCOPE from advertising and sales promotion manager James F. Lunn: it is logical and good business sense for Sealtest to expect the same local vs. national rate differential that is accorded competitive dairy companies in the same market.
In other words, if a tv station does have a non-national rate which it grants to local dairies Sealtest expects the same treatment. And this regardless of the distribution pattern of the dairy account.
Lunn was specific about this: his company was not intent upon breaking any rate structure; it just wanted an equal break with its local competitors.
Sealtest's spot tv plans for 1963 entail eight to 10 flights. Since the National Dairy Products division shows no disposition to return to network tv next year, the spot budget could run somewhere between $2.5-3 million.
Some reps see Sealtest as opening a can of worms and that if Ayer can get enough local rate assents, spot tv may be faced with the sort of ruction that tore at spot radio a few years back.
Nielsen's October I ratings presents among other things a pretty favorable brief in favor of the ability of the advertiser to deliver top click programs.
The evidence: the top three, the Lucy Show, the Andy Griffith Show and Danny
Thomas are all licensed directly to advertisers, and the same applies to Hazel, which was ranked 10th.
Griffith and Thomas came through Benton & Bowles and Lucy and Hazel via J. Walter Thompson.
It could be the beginning of a trend if not discouraged by the network with the support of the FCC's Newton Minow.
Put down Young & Rubicam as the agency that's staged quite a comeback of prestige and strength in the General Foods picture.
It was Y&R's extra Jell-O division money that provided the substance for General Foods to buttress and fill out the crack high-rating schedule it's got on CBS TV this season.
Hence such additions to the GF program spread as the Lucy Show, Red Skelton and Jack Benny.
One of the strokes that paid off quite well : swapping Lever a part of Skelton for an alternate position in Lucy.
Chanel (NC&K) is taking its first dip into sports sponsorship via the NCAAassigned Army-Navy game on CBS TV.
It's part of the perfume's Christmas gift push. The minute in the football game is supplementary to a batch of minute participations Chanel's bought in CBS TV nighttime shows.
SPONSOR/5 NOVEMBER 1962
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