Sponsor (Oct-Dec 1964)

to negotiation with non-affiliates: the length of protection they have against the show's capture by an ABC-TV afflHatc who later changes his mind. Christmas gift schedules paltry Christmas gift business has been coming rather slowly this year for both spot tv and spot radio. Only Chanel and Lanvin have committed themselves to radio. National spot tv's lone recruit so far is Prince Matchabclli, out of J. Walter Thompson. It'll be nighttime 10s and 20s from Dec. 3 through Dec. 23. Is baseball NBC's Monday solution? The guessing around the trade is that NBCTV will make a deal for Monday night baseball for the 1965 American and National leagues season. That is, if the price is right. The leagues have anticipated a minimum of $25 million for the 26 game pickups. ABC-TV is reported to have offered $15 million, with Friday the designated night. Influential factor in NBC-TV's serious disposition toward a baseball deal: the network's programing from 7:30 to 9 p.m. delivered a 23 share in the latest national Nielsen. Much advertiser interest in the games has been evinced to both networks and, if the price for rights is reasonable enough, the prospect of at least breaking even is figured to be relatively good. Will GM make up for radio cuts? Now that the General Motors strike has been settled, radio stations are hoping that the corporation itself and the Buick Division will restore national spot money cutback the week before last. The two budgets affected by schedule cancellations were GM Institutional and the aforesaid Buick. Up to last week Chevrolet and Oldsmobile were standing pat with their radio schedules. If the stations were inclined to be philosophical, they might note to themselves that cancellations such as these are the penalty for being so flexible. In tv network and print the lockedin factor serves as a protection. More food packagers for radio Tidings about a couple food accounts that have a bright touch for spot radio: ( I ) Sara Lee has bought hefty schedules (15 to 20 spots a week) in quite a number of major markets, (2) Ocean Spray Jams is running a radio test through McCann-Erickson. P.S.: Tobin Packing, a regional victualer, has renewed its sizable schedules for another six months. Colgate's station visits social Those are just routine trips that Colgate media people are making these days. If you're a seller of spot tv and you've been wondering how come all that station visiting in Colgate's behalf, there's your answer. It comes straight from Colgate's media headquarters. Just back from a trek around the Midwest is Bob Guthrie, manager of the Colgate spot coordination and control unit at Bates. His itinerary had nothing to do with Colgate's piggyback situation, because, as Colgate media attests, it has piggybacks on schedules in every market on the Colgate list, and without being subject to premium rates. A guide to the car families In case you're in automotives: Nielsen is peddling a new syndicated report defining the car market. It deals with automobile ownership (single and multiple), and who does the driving and actual usage. The data is by demographic breakouts and is based on the 1963-64 fall-winter NMA. The mix section — where there are both new and used cars in a family — is refined down to manufacturers and longevity. Other side of the spot tv coin Is national spot tv as healthy as it looks? Some reps are posing this question and answering it in the negative. What evidence do they cite to support their position? Answer: the BAR reports for September, 1964, vs. September, 1963. Of the 65 advertisers listed in the 1963 report, 35 were not back in spot in September, 1964. Even with 26 advertisers showing up in the 1964 CONTINUED ON NEXT PAGE November 2, 1964 27