Sponsor (1964)

in shying away from spoils During the final quartei l< J Reynolds, Philip Moms and Loril lard, jointly, will underwrite sports broadcasts to the rune ol around s<> million Following is Sponsor Scope's breakdown ol cigaret commit incuts foi the fourth quarter on the basis ol commercial minutes NIGHT ESTIMATED ADVERTISER PROGRAMING SPORTS BILLINGS R J Reynolds 66' $ 6.700,000 American Tobacco 189 0 6.650.000 Philip Morris 76 72" 6,300.000 Brown & Williamsor i 136 . 0 •1.600.000 Liggett & Wyers 106 0 3.800.000 Lonllard 58 35* •• 3.100.000 TOTAL 717 173 S3 1 100.000 .Vorld of Sporti, East-West Game NFL regular and championship games Summer Olympics Is ABC-TV scouting P&G's Bob Short? Report out ol Cincinnati last week was that \IK-IY was trying to lure Bob Short, who is in charge of P&G daytime programing, into that area at the network. \B(-I\'s version: the recent luncheon in New York which Short attended as a network guest was strictlj of a clientseller nature and did not involve a job offei Short has been with P&G lor over 1" years and at one time was in charge of nighttime programing. NBC-TV bustles with daytime buys NBC-TV daytime sales had quite a new and renewal busincss-ueck tor itself. I he orders for the I ill included: Vick Chemical (cold rem edies). Hart/ Mountain Hud Seed. \lenle\ & James' Contac, GE's I amp Division, I nion Underwear, Squibb, 3M Co Here are renewals Miles l aboratories, Jergens, Bristol-Myers Nighttime sales lor the tall are still m a lull \pparentl\ — as sales figures it — they're waiting tor the bargain signs to go up Latex puts $6 million into network International 1 ate\ has committed itself foi v'^ million m network daytime t\ I he budget — the bulk oi it coming from spot whacked up among the three netv rl ivith CBS l\ .Mini:' more than the others and MH I \ a little more than \iu I \ i aten ma) pand its investment into nighttime I the girdle and bra buyers who have |obs outside the home (Foi the piggyback situation that led up 10 Latex1 network action see June 21' Sponsor s< ni'i i i' s i \ it credits l atex with an penditure ol si million tor network television in I" Miami radio looks to association Miami radio stations are exploring the |>ossi bilities o\ setting up their OWH market ass. tion. (hanees ot this are quite promisii markets have their own organization "I radh' broadcasters Mam purpose o\ such an alliance is to ill strengthen radio's over-all position in the market; (2) sell the market as a radio market. (3) upgrade the local agencies' ability use radio Reaching back 1 on Vngeles has had a radio station association ot its own tor ovei 2i> years Scott plows preemptions into daytime I here could he a tip tor t\ stations and others in this what Scott Paper is doing with the mone\ from nighttime s|"Mis it expects to have preempted by the Democratic and Republican conventions It's allotting it to daytime as the preemptions take place I hat's the wa) it'll happen at \U< IV an\wa\ Most advertii in the event ot public events preemptions, have made it a polic) to put SUCH nione\ in their pockets rather than take make-goods What will it be after Vitt? Management at Doherty, Clifford, S \ Steers has this nut to crack: whether to leturn its t\ buying operation to distinct media and program heads or to continue with a single ovei both Decision-searching brought on b\ S \ itt's leaving to become chiet aide t nk hara at Bates, Jul> 20. \ itt fund as head ot media and t\ pi which July 6 1964 19