We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
Latest gilded rep roost
One of the newer East Side swank office buildings that could become a popular nestling place for reps is 227 Park Ave. H-R, PGW and Metromedia have already moved in and the Ed Pctry firm is giving the premises a serious look. Never have there been so many location changes for agencies and broadcast sales operations as in the past year. (An aid to bringing you abreast of the changes is on the press. It's Sponsor's 12th edition of the 5-City Tv/Radio Directory.)
Cigarets: 7 of top 15 spenders
Cigarets and the cosmetic-toiletries category accounted between them for the 15 top brands in network tv during the first six months of 1964. Anacin outspcnt Winston, the one-time leader, by an appreciable margin. Crest edged out Colgate Dental Cream by a 5 to 3 margin. BristolMyer's Buffcrin and Exccdrin between them contributed $7.5 million, but the R. J. Reynolds contenders, Winston and Salem jointly delivered $10.7 million. The top 25 brands by network expenditure for the January-June span, as processed via the TvB:
BRAND
RANK
NET TIME & PROGRAMS
Anacin
1
$6,665,000
Winston cigarets
2
5,806,800
Alka Seltzer
3
5,779,600
L&M filter tip
4
5,182,800
Crest toothpaste
5
5,182,800
Kent cigarets
6
5,007,900
Salem cigarets 'i
7
4,925,500
Tareyton cigarets
8
4,382,500
Bufferin
9
4,253,300
Gillette
10
4,217,800
Pali Mall cigarets
11
4,101,600
Contac
12
3,635,100
Colgate dental cream
13
3,595,400
Excedrin tablets
14
3,358,700
Lark cigarets
15
3,258,700
Post owns all cartoon rights
This is a postcript to the item in Nov. 2 Sponsor Scope about the tv film cartoon ambitions of General Foods' Post Div. Post's initial cartoon series, Linus the Lion-hearted, is the first property of its kind owned outright by a sponsor. Post is not only the copyright owner on Linus but it controls all the foreign and merchandising rights. Ed Graham Productions, Inc., which pro
duces Linus, serves in an employce-for-hire relationship. The deal that General Mills has for its string of cartoon series is of an entirely different nature. General Mills' contract with the series' creative head. Jay Ward, and the producer, Peter Piech Productions, is restricted to the U.S. rights. In other words, Genera! Mills does not control the sales and merchandising rights of its broadcast cartoons in foreign countries.
Summer vs. winter daytime tv
Daytime tv, it would seem, has been making better audience headway in the summer than in the winter months. Compared to 1963, the average number of viewing homes in the summer of 1964 went up 13 percent. The average winter viewing for the two years was just about the same. Following is a Nielsen comparison of summer vs. winter viewing for the past three years:
PERIOD
YEAR AVG. RATING AVG. HOMES
July-August
1964
23.3
1 1 ,950,000
July-August
1963
20.9
10,410,000
July-August
1962
19,1
9,600,000
Jan. -Feb.
1964
25.4
13,030,000
Jan. -Feb.
1963
26.2
13,050,000
Jan.-Feb.
1962
25.0
12,250,000
A trip down Memory Lane
You wouldn't have had to be around the business a long time to recall when (1) Jack Cunningham, of Cunningham & Walsh, was making speeches about tv's Index of Boredom, (2) Warwick & Legler got an injunction restraining Schick from exploiting an idea W&L claimed it conceived before the account moved elsewhere, (3) Madison Avenue was treated to such nifties as "Alice in Punditland," "Imagery Transfer," Subliminal Perception and Semantic Differential, (4) some of the radio stations took motivational research to their bosom and spouted such terms as "attentiveness," "identification and believability" and "gauges of distinction," (5) the 4A retained Clarence Eldridge to redefine the meaning of "advertising agency," in light of such expanded agency functions as marketing, planning, sales council and public relations, (6) General Foods and Bristol-Myers introduced the concept of alternating IDs and C&W's Newman McEvoy chided tv stations for yielding to it.
November 16, 1964
31