Sponsor (Oct-Dec 1964)

PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING Stauffer chain goes all out radio Sellers of radio have a fairly important recruit from the restaurant industry in their corner. After some experimenting, the Stauffer chain has swung out with substantial campaigns in New York, Washington and Phihidclphia. The most impressive angle: it's on a seven-day basis. The stress in the Stauffer copy is on the dinner trade. The time factor for the spots, which run as high as 36 a week in Washington, focuses materially on traffic time. Clock spectrums: 4 to 7 p.m. Monday through Friday; weekends, staggered intervals throughout the afternoon. The likely spark to Stauffer's warm affinity for radio: the account recently hooked up with Ketchum, MacLeod & Grove. Chanel No. 5 moves into spot radio Another topseller among perfume brands, namely Chanel No. 5, has come into radio. It's a three-week flight, starting Oct. 26, in major markets from coast-to-coast at the rate of five to seven spots a week. This flight is not considered part of the pre-Christmas campaign. That'll probably follow. Most consistent of the perfume bottlers in spot radio has been Lanvin. One of the more notable success stories for the medium in recent years was Jungle Gardenia. 3rd, 4th week pattern spreads There's no question now that nighttime network tv can be bought on an even more convenient basis than spot in terms of skipped weeks. The alternate week pattern has become the exception rather than the extended privilege. This season advertisers have slotted their commercial minutes in a number of the spot carriers every third and fourth week. The height of this system has been reached by an NBC-TV half hour, That Was the Week That Was. This show, containing the usual three commercial positions, has a total of 1 1 different advertisers. On ABC-TV The Addams Family half-hour is indentured to eight advertisers. In the hour-show sector — this applies to both NBC-TV and ABC-TV — the six weekly commercial minutes on at least six shows are spread among from 14 to 17 advertisers. To affiliated stations these every third and fourth week schedules present a problem with regard to protecting the network advertiser against product conflict with their advertisers in chainbreaks. Sponsor Scope checked this situation with some key reps. The consensus: the stations maintain as close a watch as they can against conflicts, but the networks' irregular scheduling of advertisers has become so intricate that it would take a highly expensive local traffic department to avoid mistakes. Following arc the one-hour series that have advertisers who participate every third or fourth week: PROGRAM NETWORK NO. ADVERTISERS Alfred Hitchcock NBC-TV 14 12 O'clock High ABC-TV 14 Jimmy Dean ABC-TV 14 Ben Casey ABC-TV 15 Wagon Train ABC-TV 15 Mr. Novak NBC-TV 17 Note: The actual champ among this season's nighttime crop in terms of total sponsors is ABCTV's Sunday Night. There arc 12 weekly commercial positions in this event. The number of advertisers: 27. It's an all-time record for any one program series. Tv's airline billings up, but lag mags Tv has yet to become the prime medium for the airline industry. Airline billings for tv for the first six months of this year took a 55 percent jump, but the margin wasn't ample enough to overcome the billings registered by magazines for the same period. At the rate airline spending has been going so far this year the total expenditure in tv for 1964 is expected to easily reach $15 millon. It was around $8.5 million for 1963. Following is a six-months comparison in airline gross revenue between tv and magazines: YEAR 1964 1963 1962 TV $7,621,300 4,906,400 1,454,300 MAGAZINES $8,680,159 8,721,877 5,716,584 Last in action among rep pioneers Paul H. Raymer remains the last of the three early pioneers of exclusive station representation still functioning as operations head of the firm. Edward Petry just passed on the Edward Pctry & Co. presidency to Martin Nierman and John Blair some time ago assigned himself to chairman 26 SPONSOR