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ed fixed island positions, an increase in potential product conflicts, etc. They all spell "headache" for station traffic departments.
The expressed purpose of the amendment — to reduce the appearance of clutter by discouraging use of the piggyback — has. then, been buried by the premium question.
Additionally, another sponsoragency sore point is the amendment provision that the integrated com
mercial must be so constructed that "it cannot be divided into two or more separate commercials." This eliminates the flexibility of rotating and switching segments that is a prime advantage of the piggyback. It means substantially higher production costs for the integrated format user who has to produce more commercials to overcome this loss of flexibility.
Lines are clearly drawn now
that the Sept. 1 amendment-effective date has come and gone. The next few months should be decisive. If advertisers refuse to pay premiums, stations will be forced to roll back their increases, and it will be piggyback business as usual.
The NAB then will have to find another way to reduce the appearance of overcommercialization. Hopefully one that is less damaging to sponsors. ♦
COMMERCIALS OF MULTIPLE PRODUCT SPONSORS AS CLASSIFIED BY THE NAB CODE OFFICE
Integrated
Piggyback
No. of
Commercials
No.
of Commercials
Sponsor
CI
ossified
Sponsor
Classified
American Home Foe
ds
1
Alberto-Culver
3
American Home Pre
ducts
1
Ansco
2
Brown & Williamson
1
Beecham Products
1
E. L. Bruce*
2
Bissell
2
Buxton*
1
Blazon
2
Clairo!
1
Brilio
2
Colorforms
1
E. L. Bruce*
1
De Luxe Reading
1
Buxton*
1
DuPont
6
Calgon
2
Economics Lob
1
Campbell Soup
6
Eldon Industries
1
Chemway
1
Embree
1
Colgate
1
Foremost Dairies*
1
Coty
1
Franco-American
4
Dr. Scholl's
1
General Mills*
1
Ex-Lax
2
Gillette
6
Max Factor*
4
Golden Grain Macaroni
1
Foremost Dairies*
1
Green Giant
4
General Mills*
n
Hudson
1
Helena Rubinstein
2
International Latex*
1
Helene Curtis
5
S. C. Johnson
2
International Latex*
4
Kellogg*
7
International Salt
]
Kenner*
5
Johnson & Johnson
1
Knickerbocker
2
Kellogg*
2
Lincoln Foods
1
Kenner*
1
M & M*
2
Lehn & Fink
2
Matte!
2
Lever Bros.
2
Max Factor*
1
M&M*
6
Milton Bradley
4
Noxzema
5
Morton's
4
Pillsbury*
3
Multiple Toy
2
Procter & Gamble
1
Pillsbury*
3
Richard Hudnut
2
Remco
2
Romilor
2
Schlitz
1
A. E. Staley*
1
Shulton
1
Whitehall
2
Simmons
1
86
So. Calif. Gas
5
A. E. Staley*
2
Standard Brands
2
Tussy
1
Union Carbide
2
Wham-O
1 90**
*Sponsors have produced both integrated **Names of two sponsors (involving a total technical production problems.
and piggyback commercials.
of seven integrated commercials) have not been released, pending action on minor
October 5, 1964
35