Sponsor (1964)

reached this year only when all remaining time is sold. Nevertheless, sponsors will be cashing in on the tremendous public interest generated by the national election, which four years ago, according to Nielsen figures, attracted virtually every one of the nation's 45.2 million tv homes for an average of 20 hours of viewing (conventions, debates and election night telecasts). In the present campaign, unlike 1960 when the conventions and the election were each sold separately, network advertisers have an opportunity to buy a package of time in programs prior to, after and including the conventions and election. "Blue chip" advertisers, such as Gulf, Xerox, American Tobacco, Purex, etc., are examples of the notable companies attracted to political sponsorship. The networks, too, see important and material advantages accruing to the "winner" who excells in coverage, and are accordingly budgeting outlays far beyond 1960 expenditures. They are spending between $24 and $28 million (at least three times 1960 totals), and will regain no more than 70 percent if a sellout is achieved. To date, ABC has contracted for half its available minutes; CBS has sold five-eighths; while NBC sold all its time to Gulf Oil more than a year ago. Industry sources believe that the network winning the election rating battle will attract the lion's share of sponsor dollars and viewers to its news and public affairs programing, for perhaps several years to come. The approximately $800,000 that the three networks spent in New Hampshire, the nation's first 1964 primary, set the tone for the even more extensive coverage given the primary contests that followed. (The New Hampshire costs prompted the observation that the ex NETWORK ELECTION PACKAGE SPONSORS Sponsor Agency Portion of Package Bought ABC* Xerox Papert, Koenig, Lois One-third Brown & Williamson Post, Keyes, Gardner One-eighth Clairol Foote, Cone & Belding 30 Minutes Liggett & Myers J. Walter Thompson One-fourth (Radio Network only) CBS American Tobacco BBDO One-fourth Institute of Life Insurance J. Walter Thompson One-fourth Socony Mobil Ted Bates One-eighth NBC Gulf Oil packag Young & Rubicam es for radio and fv. Complete * ABC offers separate 24 penditure was nearly enough to have transported all voters from Manchester to New York, where they could have cast their ballots in the networks' studios.) Additionally, elaborate and costly arrangements for the Re-j publican conclave in San Franciscc (starting July 13), the Democratic! convention in Atlantic City (Aug.fl 24), and the Nov. 3 election, have been set. One cooperative arrangement however, designed to save money.) is the Network Election Service. For the first time, the networks joined by AP and UPI, will poo their election night vote-countinj operations in a $1.6 million venture. Hailed as a "great step forward" in the gathering and dissemination of news, the join operation will save the network; at least $1 million collectively, according to the best estimates. Thi: will not be passed along to sponsors, but it may lay the ground work for future cooperation tha could lead to reduced charges t(l advertisers. The arrangement still leave: each network free to continue in< dividual election analyses of thi meaning of the returns. At the same time, it removes a potentia source of friction among the thre< networks and confusion for thi public. At this time of year, the Denj ocratic and Republican Nationa Committees both become sponsors They made their first buys of five] minute program segments on CBS; and similiar buys on the other net works are expected shortly. In thi last presidential election, the com mittees spent well over $300,001 on the networks alone. The national spot picture, ac cording to station reps, shows littl advertiser activity, but a pickup i expected after the conventions! Blair, station representatives, how ever, report substantial sales fol its package plan. Election coverage plans of th various networks during the camj paign period are as follows: SPONSO