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"SPONSOR-SCOPE
Continued
Philco's Miss America telecast the month before did wind up again among the Nielsen 20 Million Club: the program had a total audience of 25,846,000.
The average audience came out 19,073,000 homes. A broadcast becomes eligible for the 20 Million Club according to total audience and not average audiences.
For tv stations in South Bend the switch to daylight savings brought with it no small problem.
It was more than the routine matter of schedule changes. It concerned what to do with that extra hour of program, since the market suddenly shifted from central to eastern time.
Aggravating the dilemma: under central time news ran for local advertisers between 6-6:15 and 10-10:20 p.m. and the disposition was to leave it that way.
It raised this problem: how to fill the gap created between 6:30-7 p.m.
Some of the huge users of tv are faced with a foreign revenue problem which could effect not only their profits but their advertising budgets here.
The problem: the inability of getting remittances out of an expanding number of South American countries.
The embargo is already on in Colombia, Argentina and Brazil, with Peru and Chili
expected to join the parade.
A Lexington Avenue agency in compiling a fact sheet on the dimensions of tv today included these two highly significant observations:
1) Seventy-nine of the top 100 advertisers last year spent more on tv network and spot time than they did in any other media.
2) Advertisers who bought tv network time on the basis of full or alternate week sponsorship accounted for 40.7% of all billings.
In case you're in the pop bottling phase of advertising and this has escaped you: Royal Crown Cola seems bent by the use of saturation radio to take over a huge hunk of the southern market from Coca Cola.
A SPONSOR-SCOPE correspondent who's been traveling through the south a lot lately reports that Royal Crown announcements keep coming from all directions and at almost all times if the car radio is kept moving around the dial.
Royal Crown's also pounding away at its companion product for weight watchers, namely, Diet Rite Cola.
The company's mentor in all this is D'Arcy New York, which should know all the byways of cola marketing whatwith its once having the Coca Cola account.
Incidentally, former kingpins in station operation rank high in Royal Crown's stockownership and management hierarchy.
New York, Detroit and Chicago agencies with automotive accounts will shortly be getting a look at a new TvB study dealing with the use of tv by local automotive dealers.
The survey's findings were shown last week to advertising directors for the automotive companies in Detroit. They will also be made available for dealer associations.
The presentation includes commercial types and techniques most popular among auto sellers around the country. Also the kinds of programs they prefer.
SPONSOR/5 NOVEMBER 1962