We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
'SPONSOR-SCOPE
Continued
It's hard to believe but the first two games of the Giant-Dodgers playoff pulled virtually as big an audience as the first two games of the World Series.
The total audience ratings for each two games averaged out to a 69, according to Nielsen's October I report, as disclosed by NBC TV.
Here are Nielsen's figures for the playoff and the initial three Series games :
PLAYOFF TOTAL AUDIENCE AVG. AUDIENCE AUDIENCE SHARE
1 October 27.4 12.8 40
2 October 41.7 20.1 46
3 October 39.3 21.7 48
WORLD SERIES
4 October 35.9 20.5 66
5 October 33.5 19.7 64 7 October 46.6 31.3 78
P.S.: The Sunday, 7 October World Series game delivered an average of 15,587,000 homes per minute and 23,207,000 total homes, both smidgeons above the tallies for 1961's Sunday game, putting them within the top 15 all-time highs in tv.
Madison Avenue agencies with heavy stakes in tv last week discerned definite signs of nighttime network tv for the first 1963 quarter posing a brisk buyers' market. The factors upon which they base their appraisal:
• NBC TV's decision to reduce the prices on such series as Sam Benedict, Andy Williams, It's a Man's World, Wide Country, Saints and Sinners and perhaps 11th Hour.
• The report that ABC TV has unsold for that quarter some 330 commercial minutes, or about four hours a week, which might, at list prices, be estimated about $9-10 million. NBC TV is figured to have about as much unsold as ABC, and CBS, 150 minutes.
• CBS TV mulling replacing Fair Exchange with Twilight Zone in January and juxtapositioning Hitchcock and Nurses. If effected, P&G will bay into The Nurses.
Unspent money stemming from preemptions keep piling up for daytime network tv advertisers.
It's money that can't be absorbed through the credit route by the networks this quarter because of their soldout position.
The latest flood of preemptions this quarter was due, of course, to coverage of the Cuban crisis. Before that it was the Schirra space orbit, and in the case of NBC TV also the Giants-Dodgers playoff and the World Series.
In any event the networks are hoping that this accumulation of unspent budget will be plowed back during the fore part of 1963.
Lehn & Fink has made the first big buy of network daytime for the new year.
The order placed with NBC TV is for 27 commercial minutes on a couple of strips. NBC TV also got a 1963 order from Jergens, this one a renewal and estimated to be worth about $1.5 million.
If you've got a limited budget for network tv, you'll be interested in a somewhat offbeat thesis advanced by a New York agency to one of its clients.
The proposition: if you buy a minute a week each on a news program, NBC TV's Tonight and an average rated prime time entertainment show, your unduplicated home impressions will be just as great as those obtaining from three minutes on a highrated prime time show.
Gunsmoke and Garry Moore served as the three-minute examples in the equation. The cost of three minutes on either of these two series figures around $135,000, whereas the cost of the cited mix in three programs would be around $60,000.
SPONSOR/5 NOVEMBER 1962
21