Sponsor (Oct-Dec 1964)

Record Details:

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SPONSOR -WEEK TvB Joins Food, Grocery Trade In Tood Is a Bargain' Campaign New York — gain," argues the "Food is a barfood and grocery trade, and Television Bureau of Advertising has volunteered to help get the message across to the public via a 60-second filmed spot. The spot has been sent to all U.S. tv stations together with a letter urging frequent airing from October 19 through 31, starting and closing dates of the two-week "Food Is a Bargain" drive. Aim of the nationwide campaign by food and grocery product advertisers is to tell consumers that food purchases account for a smaller share of family income than ever before. Commenting on TvB's role, Norman E. Cash, president of the trade FOOD IS A BARGAIN Public Service Announcement SCENE Paul Willis and Clarence Adamy at desk (business office set) 60 Seconds Willis: Hello, I'm Paul Willis, President, Grocery Manufacturers of America — the people who make most of the products you buy in today's supermarkets. I'd like you to meet Clarence Adamy, Executive Vice President, National Association of Food Chains, who represents many of your supermarkets. Clancy, tell us why food is a bargain. Camera pans to Chart #1 Ada After Tax Dollar For Food 1963-64-1 9c 1947-49-26C my: According to the U. S. Dept. of Agriculture, the average American family today spends only 19c of each after-tax income dollar for food, as compared with 26c 15 years ago. Camera pans to Chart rr2 31% Willis: How does this 19c compare with other countries? Adamy: Consumers spend a much smaller share of the income for food — only 19% against 53% in Russia. U.S. England France 53% 45% Italy I Russia Willis: Not only do Americans spend less of their income for food than at any time in history, but also their food has greater variety, is easier to prepare and is much more nutritious. Adamy: Any way you look at it, Paul, food is a bargain. Willis, Adamy . . . "food bargains' organization, said, "In recognition of the fact that food and grocery products comprise the largest advertiser category in television, TvB welcomes this opportunity to join with the food industry in this campaign." Cash added: "With the cooperation of the nation's television stations we can expect tens of millions of 'Food Is a Bargain' consumer impressions during the two-week period. TvB considers its participation in this consumer education program as one way of saying 'thank you' to an industry which accounts for 80 percent of television's national revenue." The spot, which will have its premiere tomorrow (Oct. 6) at the New York Sales Executives Club, consists of a discussion between Paul S. Willis, president of the Grocery Manufacturers of America, Inc., and Clarence Adamy, executive vice president of the National Assn. of Food Chains, on the reasons why food prices today are considered a bargain. The campaign will also be supported via other media. Copy for spot is shown at left. State Broadcaster Groups On Upswing Washington, D.C. — State broadcasters' associations now represent 72 percent of radio and 76 percent of television stations across the country as compared with 65 percent for radio and 73 percent for tv in 1962. According to Alvin M. King, director of state association liaison for the National Assn. of Broadcasters, membership in state organizations has reached 3982, a boost of 393 since 1962 and 978 since 1959 when the last NAB surveys were taken. 22 SPONSOR