Sponsor (1964)

McCann Loss Is Burnett Gain in Nestle Pullout Leo Burnett wins lion's share of almost $9 million in billings in account switch; Warwick &. Legler gets rest; McCann will handle Nestle international \ r White IMaii.s. N.Y. I CO Bui nctt is the major beneficiarv of Ncstlc's $8 8 million pullout From \k( .urn Erickson. I ho selection oi th.it agency and, to a lessei degree, Warwick & Legler, suggests that broadcast media will continue to (tap .it least die three-quarters share of tho shifting billings that it got in 1963. For if McCann-Erickson is among the top air agencies ( it tanked fifth last year, spending sw~ Bullion or 50 percent of its total billm^s in radio .uul tv), Burnett is not far behind. It ranked seventh, spending 590 2 million in ail media, and might even be considered mon committed to broadcast, as that out la\ represented 70 percent of the ncy's total billings. Warwick ^^ 1 eglei is an up and-comei in the i.mks. l ast yeai Foi the lust time n was included among the top radio-t\ agencies (No 49), placing $9 2 million oi 4u percent ol its total hillings in broadcast Here's how the agency realign men! breaks down Burnett, which last l ebruary got Quik milk additive from Md ann ($2.3 million i. m>u gets Nescafe Collins: Broadcast Will Dress up Convention Says coverage will make for business-like atmosphere; also cites U.S. involvement in global broadcast Berkeley, Calif. Despite his impending civil rights appointment, LeRoy Collins, president of tho \ \B. continues as a spokesman for the organization — this time, predicting that radio and television will force substantial changes in tho format of our national political conventions. "The impact of television and radio coverage," observed Collins. peaking at the l Diversity of California. Berkeley, "will force tho conventions to present a more orderly and business-like atmosphere to tho viewing and voting public." Governor Collins, himself the Democratic National Convention Chairman, said that tho television camera and a more sophistioatod and better-educated \merioan people will "'impel the parties to compete in tho quality oi thou inventions as well as in the quality Of their candidates " Discussing partv platforms. Collins v.ud t\ will cause the political parties gradually to abandon the formal campaign platform. "It is diffioult." he said, "to present a ^ktailod platform to a television audionoo and \or> dangerous to parry unity to tr\ to amend the proposed draft with the ontiro nation watching, rhere is a groat possibility ol the viewing audience misunderstanding the underlying issues in a platform fight." In still another address, this one before the 67th Congress ol the American Optometric Association in New ^ oik. Collins had a WOld about communications satellites a\^\ the future ol broadcasting. He s.mi that the satellites which aro whirling through space now are the "forerunners ol dozens more which will revolutionize our industry of mass communications "In radio and television," ttuNAB president continued, "with the coming of the satellite, the broadcaster is not about to become involved in international broadcasting next year, or next month — ho is involved now Collins further pointed out the I S decision to "pormit the establishment ol a privately financed and operated satellite corporation was an expression ol confidence that American privately owned and operated broadcasting h.is much to otter to the world " million I, Evcr-R ( hocolate B a a d m >kic \1i\ and ( i. talii nds abo llion in i tv. must oi the remaining bu in s|H>t tv. N . fc's tv outl n a bit under | I 5 million bill a is active in spot radio W a Leglei •llkh last '. cal Instant ( off« and some new products from \k< ami i n2 million l, now gets n i about s, ; million i I I t\ budget is just undci "mi (all in network I and the aCCOUnl is also active m sp<>t radio Nestea spends about $2 million m network tv. S 100,000 in spot t\ \ anSant, I higdale, which has been handling some minoi Nestle business (Crosse & Blackwell and Keen Instant Soft Drmk i. n Hoi I \b\. but total bill at that agones are still estimated at under (600,000, with very little broadcast involved \1c( arin-l rickson will continue to handle Nestle international .u\ vertising Ml other changes take effect ( tetobei I Newspaper Audience Falls Below Number of Tv Sets New ^ urk l\ has chalked up a new reeord tor itself: for the first time the total number ol television sets m the IS has outstripped the total circulation of tho nation's daily oewspap According to th< rele\ ision Bureau ol Advertising, total sets m homes and public plat hed 60 million in 1963 while daily m paper circulation totalei ml lion Newspaper circulation for 1964 .ue DO! available, but tho television set COUnt had risen to an estimated 61 9 nun m arv In 1962, D was still ahead mil lion to 58.2 million \nd in I" the brst year ol I \ B's report, 4 milium lion new In the I J the niiniho ie tunc of 56 million while b\ 5 I million :siO*Jwly 6 1964 15