Sponsor (1964)

lection unit will be: I heodorc 1 1 Vhite, Pulitzer Priae winning au hor of //'<■ Making <>i the Presi lent I960, pollster Louis Harris ind H Meade Vlcorn, former i()l» National Committee chairKin. I he network's radio coverage vill be kicked off with a series oi invention specials (unspon ored) with Richard (' Hottelet. \t San 1 rancisCO and \tlantic itv. Robert I tout will be anchor nan. a role be will repeat on clcc1011 night. Bettj Iurncss will again be on he convention scene, this time in new role as host of her regularly cheduled series. Dimension oi a Woman's World. Miss Furness vill report convention activity pom a "woman's \ kw point." Her egular sponsors are Krait. Mars Sandy, Rexall, Accent, Parents Magazine, 1 uss\ and Realemon. Radio coverage during the last ^residential election was sold to dvertisers as a package with tv, Iimilar to this year's procedure. CBS-TV has sold, to both policial parties, five-minute segments it the end of live and taped pro-ams. The Democratic National Committee, through Doyle, Dane. lernbach, and the Republican N.i •onal Committee, via Leo Burnett. have bought It) toe minute periods dm ing prime nighttime hours S, heduled between < >et I I and Nov I . the pie emptioiis vv ill al fed it' different ( us shows, m eluding The Ed Sullivan Show, u hut \ \/\ / //;<• ' and programs starring Jackie Gleason and Damn Kaye Precedence foi such buys was established on all three t\ networks in 1956 I he\ weie also used extensive!) in I960 ( )i the major primaries covered bj CliS at a cost >>! II million. onl) the lust and last contests attracted advertisers Vw Hampshire coverage was tuiiv sponsored by lour firms: Philip Morns (Leo Burnett), \lberto-Culver (Compton), Kemper Insurance (Clinton 1 Frank) and I S Rubber (DDB) The California primary attracted some minute participations, but was not sold out. ( MS radio's coverage was on a sustaining basis lor all primaries. In I MM), the network sold its entire convention and election packages to Westinghouse, for about $6,700,000, according to fVB figures. Bcttj 1 urncss handled the appliance manufacturer's commercials, repeating her 1952 and 1956 roles. Agencies involved were Ketchum. MacLeod A: drove. Mot ann-l rickson and (ire> NBC In April, i'" GuH 0 ^ oung & Rubicam, with \|« foi lull ladin-tv sponsorship tor 1964 conventions and election night 1 stimated bj industry souk. $5 million, the anan.vmei NH( the distinction of be sole network (at this writing! to have sold all available COVCI time I he exact minimum numb, commercial minutes guaranteed t<> (lull is not available Rut based on the running time ol the I1"'1' conventions and election eover. Sponsor estimates the figures to be at least 2><) tv minutes This vear. total election expenditures are expected to cost nh< at least sfi million and m possibl) reach SS million Four \ears ago. the outlav was $5 million. All three figures exclude loss of revenue from pre-emptions. oi NBC [Vs > scheduled pre and post-convention and election specials. |l) are full) sponsored I he number ol minutes available in the remaining IS shows, are, foi the most part, at a minimum. NBCs Owned tv stations have sold, on the basis of half-sponsorships, all local time durin tion mght cutaways I he time periods are scheduled at five minutes before and 2.s minutes after the hour, ('.alio Wine (BB1 and Contac iloote. (one A. Reld ing) have each bought half-sponsorships on three stations. Advertisers on each outlet are I . w Mil.) ( hk I Gallo. : kniu i os \ ■•.■ and a loeal sponsor. J. WNBC-TV New ^ • I tac and (iallo 4. WR< \ l\ Philadelphia V • . 1 vis and 1 idelitv Hank WR< i\ W ihington: I and (iult Oil. cal time during 'ions is sold out to advertisers who had ■mally Knight spots for PI da led prog: