Sponsor (Oct-Dec 1964)

Nielson lexicon. Hereafter she'll be called, "lady of the house." The male counterpart will be referred to as "man of the house," instead of "head of household." The purpose of all this: sihow a clearer demarcation of the household role. In other words, who's actually the boss of the household, be it the man, the working housewife or the woman who's unmarried and runs her own home. Tv habits override social scale One of the myths that tv has had a hard time demolishing is that there's a wide variation in viewing quotient between (1) the lower and higher income groups and (2) the lower and upper educated groups. Nielsen processed data demonstrates that there's no significant difference. You can see that for yourself in the following crosssection of how much viewing was done daily on the average during four weeks ending April 5, according to income, education, size of family and age of housewife: INCOME: Lower, 5.27 hours; middle, 6.37 hours; upper, 5.67 hours. Composite home viewing, 5.84 hours. EDUCATION: Grade school, 5.41 hours; one through three years high school, 6.50 hours; four years high school, 6.10 hours; one or more years of college. 5.43 hours. HOUSEHOLD SIZE: One or two members, 4.46 hours; three or four members, 6.28 hours; five or more members, 7.08 hours. AGE OF HOUSEWIFE: Under 35, 6.88 hours; 35 through 49, 6.57 hours; 50 and plus, 4.84 hours. ABC-TV daytime rate rise seen You might say it was inevitable. ABC-TV's share of the daytime audiences is up 20 percent over last year. Now Ed Bleier, vice president in charge of daytime sales and programing, and associates are wrestling with the dimensions of a daytime rate increase. The new rates would become effective Jan. 1. The current price per commercial minute ranges from $2700 to $3200 for General Hospital, which gets a better than 30 share. ABC-TV's apparent competitive target is NBC-TV in the afternoon. ABC-TV hopes that the revamped programing which goes into effect Dec. 18 will produce a higher afternoon rating level than NBC-TV's. P.S.: NBC-TV daytime has also been cogitating about upping rates. It wouldn't be surprising if one were announced for January. Priemer vacates P&G media section P&G's media and program operations may undergo a sharp reshuffle now and then, but a defection from either is quite rare. The latest rare case is Gus Priemer, who functioned as media coordinator under Paul Huth, who in turn has the title of director of broadcast media. Priemer was unhappy because he had been passed over on promotions. Unusual sequel: Priemer didn't get the time to say goodby to all the people he wanted to in the company. More spot buying veers to Detroit New York reps have lost another source of automotive radio business to Detroit. The buying of factory schedules for Lincoln-Mercury will henceforth be done in Kenyon & Eckhardt's Detroit office instead of New York. Apparently the L-M people want a closer contact with K&E's media operations. The factory buying for the Ford line comes through JWT New York and Los Angeles. Schedules for several of the General Motors and Chrysler divisions are also placed from Detroit. Rush is on for stronger episodes Do you know what makes October an extrabusy month around a tv network program department? Answer: screening the episodes of current new tv film series that have just come off the production assembly line and swinging the best of them up front of the broadcast schedule. This annual ritual of quickly substituting strength for weakness seems to be more pronounced than ever this season. The smart programer keeps a weather-eye on the Nielsen rating service periods. In other words, he slots what he considers the cream of the newer crop into those weeks measured by the next rating report. Right now it's 'CONTINUED ON NEXT PAGE October 19, 1964 27