Sponsor (Oct-Dec 1962)

roused considerable advertiser rath, and provoked work by a aerial ANA study committee, eaded by John Burgard, v. p., irown & Williamson, has been the roblem of "clutter" in network t shows. "Clutter" in the ANA sense re rs to promos and other non-en ter linment items such as credits, umpers, titles, etc. which are in ctetl into network programs, over fid beyond commercials. The Burgard group, on monitor g> a number of network shows, Hind what it termed "absolutely Slocking" conditions. Though the JAB Tv Code recommends a mini nim of 25 minutes, 30 seconds of Dtertainment in each half-hour how (with 3 minutes of commer ials) , the ANA committee re ■orted that the average half-hour program is running only 22 to 23 dilutes of entertainment. And not a single hour show had as fiuch as 50 minutes of entertain lent even when 'scenes from next /eek's show' are included as enter anment." Armed with these findings the ;lNA has proposed a standard lause in all tv network contracts ailing for a minimum of 25:30 of Entertainment time in half-hour hows and 51 minutes in hour prorams. The networks are studying but lave not as yet replied to the ANA •roposals. Other ANA activities. With the xception of these three specific reas, however, ANA involvement n tv affairs has been somewhat poradic and intermittent during he p. ist four years. When the quiz show scandals >roke in late 1959 the Association's Kiard ol directors, then headed by )<>nald Frost, v. p. Bristol-Myers, ssued a statement affirming that tational advertisers "share in reponsibility for tv programs." At other times ANA has spoken >ut against the 40-second chain >reak (a lost cause) and triple jotting (a more successful cruade). A M udy group of the ANA Broad(Please turn to page 66) Autos tops in local tv use Auto dealers lead all others, reports TvB Even food retailers don't use more tv TvB's latest figures on local retailers indicate that more auto dealers use tv than any other kind of retailer. The conclusions, said to have come as a surprise to Detroit officials themselves, indicate that automobile dealers rather than food stores are tv's best local customer in the retail field. In a study of 27 major markets made last May, there were 248 auto dealers using tv, compared to 139 in the food field. In a wider study embracing 95 markets, a total of 927 auto dealers (almost 10 per market) used tv in the first half of 1962. In these markets, 171 of the auto tv users were Ford dealers and 157 were Chevrolet dealers. TvB's explanation of the heavy tv use by local automotive dealers is that videotape is making inexpensive, timely, and flexible commercials possible. Ranking behind Ford and Chevrolet in the 95-market study were Pontiac, Chrysler-Plymouth-Valiant, Rambler, Dodge, foreign, Oldsmobile, Mercury-Lincoln, Buick, Studebaker, and Cadillac. However, used car dealers or dealers of unspecified makes ranked second only to Ford. More auto dealers used tv than the next two categories combined, even excluding factory spot tv efforts and dealer association bins. After automotive, other dealers ranked as follows: food, department stores, clothing, furniture, restaurants, laundries-cleaners, appliance stores, floor covering stores, drug stores, and shoe stores. ^ pllllllllllllIllllllllIIIIIIIH Retailers using local television Number Automobile dealers 249* Food stores 139 = Department stores 95 Clothing stores 86 Furniture stores 80 = Restaurants 71 1 Laundries and dry cleaners 32 I Appliance stores 26 s Floor covering dealers 25 = Drug stores 22 Shoe stores 12 Markets studied: Green Bay, Miami. Milw., Minn.. Okla. City, I deuce. Sun Antonio. Toledo. Birmingham, Boston, Greenville, Hartford, Memphis, Norfolk, Sun Fran., Spokane. I.. A., Phila., Seattle. Shreveport, Tulsa. Hallo., Des Moines. Jacksonville, Richmond, St. Louis. Wash. 'Excluding "factory" sum i\ and dealei association Idvertlsers Reports. B« ed mi television activity during .me monitored tree* In May, 1962 in 27 cities. PONSOR/5 November 1962 29