Sponsor (Oct-Dec 1964)

Record Details:

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John Hancock's advertising includes participation in "The Huntley-Brinkley Report" on NBC and spot tv in key markets. iv ., This year, State Farm Insurance has poured all of its advertising budget into the sponsorship of NBC's "Jack Benny." ,M )i .m ■^'m -j^y Travelers sponsors "CBS Reports," as well as two-day telecast of "Masters Golf Tournament.' Life insurance facts and figures • Life insurance protection of all kinds in the United States has grown to more than $785 bilHon by 1964. • During 1963 Americans purchased $89.5 billion worth of new life insurance from legal reserve companies, 12.4 percent more than they had bought the year before. • Life insurance buyers, again in 1963, leaned most heavily on ordinary insurance which amounted to well over two-thirds of the total purchases. • Ordinary protection bought in 1963 amounted to $64.2 billion, $7.2 billion more than in 1962. • Group life purchases totaled $18.1 billion, up $2.6 billion. • American families received payments totaling $10 billion from their life insurance policies and annuities. Of this, $5.8 billion was paid to living policy holders, $4.2 to beneficiaries. • At the end of the year life insurance companies held $141.1 billion in assets, invested for the benefit of policy holders and their families. These assets increased 5.9 percent during the year. • A little over half the people in the United States over 65 have some kind of life insurance. • Some 94 percent of all husbands earning $15,000 a year or more own life insurance. • IJfe of Virginia. In addition to its primary medium — outdoor — the company has been testing local newspaper and spot radio this year. The objectives of the program are to promote Life of Virginia's programing of insurance needs to increase public awareness of the company. The firm is exploring the effectiveness of sustained local radio and newspaper. • Metropolitan. A latecomer to television. Metropolitan first entered during 1962-63. Last year, the company spent $1.5 million on network tv and introduced a tv co-op plan. Under its terms, local field men can participate, either individually or as a group, in local tv advertising on a share-the-cost basis. The home office reimburses the field man 50 percent with the maximum set at $100 per commercial. In early April, Metropolitan launched a campaign built around the theme, "the fourth necessity." This presented the proposition that after food, clothing and shelter, the fourth necessity is enough life insurance to guarantee the first three for a man's family. The campaign was launched in magazines and on NBC network radio. Metropolitan's health and safety messages also continued in magazines and on radio. • Mutual of Canada. Most of this company's ad expenditures are still going into newspapers, but this year a spot radio campaign is being conducted over three Toronto stations during drive-time. • National Life and Accident. Vice president Powell Stamper says the company's advertising objective is "to enhance and extend National Life identity and help field men get doors open." To accomplish the objective, it is turning to radio and tv. Tv spots are used January through May and September through December; radio and outdoor, during the three summer months. The program is concentrated in major areas in which the company has a large number of agents. • Prudential has the distinction of being the longest continuous sponsor of a network public affairs program on television — seven years on CBS-TV's The Twentieth Century. Total company expenditures in network tv for 1963 amounted to $4 million. Plans for the 1964 November 2, 1964 35