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"SPONSOR-SCOPE
Continued
International Latex, which is spending close to $10 million a year in tv, has in force a spot buying system through which three of its four agencies exercise the responsibility of administrating each one's allocated cluster of markets.
The fourth agency, Y&R, which came into the IL stable when the firm bought Sarong, rejected the market splitting idea on the ground that it preferred to control the buying for its own products and not share its weight and prestige in that area with an account's other agencies.
The system works this way: Bates, Reach, McClinton and Lynn Baker are each assigned a certain list of markets. They buy the time for such markets, with the implication they will try to improve the spots continuously. Each cooperates with the other agencies in seeing that the commercials are so rotated that no one agency's products has an advantage over the others' during a stipulated period.
Each month the three agencies submit to their client an accounting of their stewardship, with copies, of course, to the other two in the triumvirate.
What makes the procedure quite complicated is the fact that practically all of IL's commercials are piggybacks and the products in these piggybacks are mostly handled by two different agencies.
By the way, Sarong will be doing eight spot tv flights in 1963.
The new ARB local ratings reports which have just started to come out will relieve timebuyers of one arithmetical chore.
And that is adding up the ratings of the previous and succeeding network programs and then dividing the total in half to determine the theoretical rating of the chainbreak.
These averages are now incorporated in all market reports as part of the spot buying guide section.
Nighttime network tv showed up with a nice viewership bonus in Nielsen's October I report : average audience homes were up about 10% over last year.
The comparisons in the area of average averages:
YEAR AVERAGE RATING AVERAGE HOMES
1962 16.6 8,267,000
1961 16.0 7,504,000
One hope that apparently can't be snuffed out at NBC TV: getting some advertisers to underwrite the apex of musical culture, grand opera.
With six grand opera broadcasts set for the 1962-63 season, the network's sales department has girded itself for a big push in that direction. It's recruited this time what it deems a handy compendium: Fortune Magazine's 500 largest U. S. companies.
The list programing cost of the sextette: $370,000.
Getting advertisers who are on Here's Hollywood to switch to the Match Came, the former's successor in January is not coming easy to NBC TV daytime.
The current occupants of the departing strip are shying away from the hike in package rate (about $400 per half -hour).
NBC TV's counter plea: but you're getting a better period (4-4:30), 50 more stations in the lineup and the prestige of a Goodson & Todman parlor frolic.
P&G has recommended to ABC TV that it juxtapose the Rifleman and the Dakotas Wednesday night come January so that former won't be opposite The Lucy Show.
That would put Rifleman at 7:30 to 8 p.m.
P&G has Rifleman exclusively and will have a couple weekly minutes in the Dakotas.
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SPONSOR/5 NOVEMBER 1962