Sponsor (Oct-Dec 1964)

Record Details:

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SPONSOR WKKIHC TvB's Cash Tells Chicago BAC Keep Eye on Media Spending Chicago — Underscoring the value of hindsight in making media decisions, TvB president Norman E. Cash last week declared: "If I had a small advertising agency, and couldn't afford those expensive research projects the largest agencies only hint about, I'd keep a close eye on the dollar expenditures of those big agencies' clients and, for free, I'd know the results of all their weighty research." In his talk before the Chicago Broadcast Advertising Club, Cash pointed out that among the top 1 00 national advertisers only two don't use television. He added that the top 100 spent an average of 66.4 percent of their total major advertising media dollars in tv, that 13 spent over 90 percent, and 32 spent over 80 percent in television." Cash: Democrats Made Effective Use of Tv Chicago — In remarks preceding his formal address before the Chicago Broadcast Advertising Club, Norman E. Cash, president of TvB. said that one of his observations of the recent political campaign was that "the Democrats used television's unique dimension of emotional involvement more advantageously than the Republicans." Cash added that "the Democrats' messages were repeated frequently in a short, hard-hitting manner and seemed to be an efficient way of using television." Cash also called for the suspension of Sec. 315 in future elections to permit debates between the major candidates and a shorter campaigning period, which, he said, "will not only save the major candidates from exhaustion but will prevent a serious interruption of the economic flow of business." "What has our wonderful hindsight taught us so far?" Cash asked his audience. "Well, first, we know that with all their research tools, with all their studies and tests and their experience with all media, these advertisers decided that television was worth more than all the other media combined." Cash bolstered his point with a comparison of the sales and profits of Fortune magazine's top 500 corporations during the period from 1959 to 1963 against the sales and profits of the top 100 national advertisers. He reported that the five-year sales increase in the Fortune list was 24 percent, while the average sales gain was 31 percent for national advertisers that spent as much as 80 percent of their budgets in television. That same 24 percent gain among Fortune's top 500, Cash said, compares with a 41 percent increase for national advertisers having 90 percent or better of their budgets in television. "That's a profit increase 70.8 percent greater than the average corporation," Cash reported. Among the charts Cash showed his Chicago audience was one giving the ratio of stock value increases to percent of budget in television. During the five-year period between 1959 and 1964, the increases in stock value for the top 100 national advertisers ranged from a low of 1 percent for advertisers with less than 20 percent of their budgets in tv to a high of 71 percent for advertisers with 80 to 100 percent of their budgets in television. "The total pattern is clean, clear and equal to anyone's 20-20 hindsight," Cash observed. "If we look at television's role in the market value or good will value of companies, we may gain through hindsight a better understanding of why those sales went up and why profits increased still faster." WCAU RADIO FOR FULL THROTTLE Mike Stanley, the station's Capitol Correspondent at Large. WCAU RADIO THE CBS OWNED STATION IN PHILADELPHIA REPRESENTED BY CBS RADIO SPOT SALES tO»SM 22 SPONSOR ItWrt: