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'SPONSOR-SCOPE
Interpretation and commentary on most significant tv/radio and marketing news of the week
Procter & Gamble may be planning a new radio/tv onslaught in the all-purpose-cleaner market.
A few seasons ago, P&G's Mr. Clean helped knock a Colgate entry, Genie, riglit out of the ball park. Later, Colgate bounced back with Ajax APC liquid and its famed "White Tornado" campaign. Now, the Ajax liquid is outselling Mr. Clean, according to latest industry estimates.
P&G, however, is grooming its own household anti-missile missile. It's a new, liquid, ammoniated, green-colored cleaner P&G is test-marketing in Grand Rapids, and for which P&G has high hopes. Air media figures heavily in test campaign.
Joe "Gabby" Valachi inadvertently aided a successful spot radio/tv political campaign.
It happened in Pittsburgh, where Robert W. Duggan, a Republican candidate, ran against Democratic incumbent Edward 0. Boyle for the post of District Attorney.
A local ad agency — Friedman, Susman & Baime — dreamed up a spot campaign for Duggan which used a simulated recorded statement by Joe Valachi ("We admit that for dramatic effect we used dramatic license," said the agency) to the effect tliat Pittsburgh was a notorious vice center.
Democrat Boyle promptly yelled "foul," and sought a court order restraining his opponent. The court ruled that "a court of equity has no jurisdiction to invoke the drastic remedy of an injunction to interfere with statements made during tlie political campaign, when comment on matters of public interest should be permitted the broadest latitude." In other words, the court did not want to become involved in censorship of political copy.
Duggan won the election in a predominantly Democratic county.
Syndicators are crowing this season over "pre-emption" victories in prime tv time.
A good example is Four Star Distribution Corp., several of whose rerun series (Zane Grey Theatre, Detectives, Stagecoach West) have been used by stations to oust network shows, of all three webs, which have been dragging their rating feet in a number of major tv markets.
Official Films, Warner Bros., Screen Gems and Seven Arts have also scored sales in which stations pre-empted network telefilm or feature film shows this season.
The promotion of Negro-appeal radio to advertisers is not confined to the U.S.
In Johannesburg, South Africa, Davenport & Meyer — commercial agents for Laurenco Marques Radio — recently sent out a promotion piece to advertisers which stressed some interesting statistics, based on a research study made by National Readership Survey:
► In Soutii Africa, the number of Negroes (termed there "Coloureds") owning a working radio is approximately 441,000.
^ The number of listeners in this group who dialed the station "yesterday" was 280,000 or about 60^; .
► Of this tuning group, "more tlian 65% — approximately 183,000 — belong to the 'better-off' income groups with the spending power."
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