Sponsor (1964)

3ulf Oil has bought Njtional Broadcasting Company's entire convention ind election packago Buy wn through Young & Rubicam Reviewing i storyboard for tn upcoming commercial on NBC ire Gulf executives l-r) A T Spohn, advisor, retail & jobber advertis ng, B W S Dodge, idvertising director, and J G Googer, sales promotion advisor Gulf Oil and Y&R executives study meek ups of a p'oposcd tv commercial for Gulf's NBC TV campaign coverage (l-rj are Charles Blood. Y&R copywriter Crag Thompson. Gu,f d rector of publ c relations agency account executive A C Dillon Paul Sheldcn. director of Gulf's ad department, and Mark Stroock. agency v ce president til —■—The Groups Sponsor checked with several BOlip Nt.it ion operations, and found nost arc offering local time on a narket-by-markel basis. as opposed to a coverage package involving all stations. Most also report substantial ad • .crtiscr interest and expect sellouts or close to full sponsorships jy airtinie. both for conventions ind election For example: • Corinthian Broadcasting, sellng packages combining convention md election night t\ coverage, re torts it is "about SO percent" sold tut. Sponsors arc regional and OCal advertisers. wi The organization takes credit for 1 1 >ioneering com cut ion coverage of Q I local state delegations at 1960's claves and notes that this will i V standard group procedure this car. Indvidual Corinthian Stations lave assigned a news and photo • . cam to cover the activities o\ their itiM tate delegations. Reporters will eed interviews and bulletins direct rom the convention floor. In addition, each outlet is preenting half-hour time specials on he evenings prior to the start ol ;..'»ach convention. • Croup \V is selling full, halt Jf>r quarter sponsorships, station by tion. and looks for close to complete sellouts. Sponsors are being drawn from uitional. regional and local adver . isers lor example. WB/-I\ Joston sold its pre-primarv state convention coverage to Lestoil, Stop & shop. Volkswagen and (u Allies, rhese sponsors have also bought the station's primary election returns on Sept. 10. • Metromedia is selling local spots for conventions and election, also station by station \s a group, two hour tv specials are planned • Rk() General is selling election coverage as a radio-tv package involving time on all its outlets, as well as market by market. No sales of the group pack; have as yet been made. Buys, to date, have been local. At the scene of the Republican conclave. RKO's kill l\ in S Francisco has sold "5 percent of its available time. I he station is using the services ol tormei GOP Governor Goodwin Knight an J \lort Sahl, comic and political pundit. Included in the list ot sponsors aie Household Finance, Ralston. Italian Swiss Colony Wine • Stonr Broadcasting rcpor's "a good percentage" ot cicctionnight availabilities have been sold. on a station by station basis \ sellout by election time is expected • I aft Broadcasting .ports that a number of its stations have sold all local time foi the com tions. I he group will have newsmen from each I alt station at the 5 and will broadcast live radio reports, while filming events .:s a supplement to network :. • I rianule expects total sellouts bv airtime, for radio and tv. I he group is planning I 5 I' filmed tv programs (five devoted to each convention, tlu maming five to the campaign itself). In addition, there will be I ^ half-hours, to be produced locally bv each outlet. Rsp i n ms queried bj Sponsor report little national spot buying, but anticipate an increase in activity alter the conventions. One vice president at a leading rep organization sees less national spot business for this year's campaign, compared to 196 s ol election coverage is a better buy for regional or local advertisers." lie maintains. H< notes that majoi sponsors in all fields have been approached by the networks, and that thOK vertisers "willing to associate their products" with the election would prefer doing s,< on a network. ther than a local basis uWe sent tour different letters to 48 leading sponsors and their agencies." he says, and the result was almost completer) negligible. " llu certain anion: :roversy surroundifl ttcal cov< ind sponsors 'eel that there is more control of the political commentary 00 the networks as opposed to local ( rtheless. 1964 > :'■ •. indiis! best y< Ih sing ad. of the tremendous audience interbe this ire winn< ■ 1 luly 6, 1964 11