Sponsor (Oct-Dec 1964)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




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.

■fJ'»^»' Tv: Olympi3's Olympus ■ Only three years ago Olympia Beer, a leading West Coast brand, sharply cut back its tv budget. This year, in a surprise move, Olympia returned to tv in a big way. The $400,200 spent in tv the first quarter of this year represents an amount ten times larger than the $40,840 investment in tv by Olympia for all of 1963. A half-year comparison is also dramatic; Olympia placed $22,400 in television during the first six months of 1963; $853,500 during the same period in 1964. What caused such a radical turnabout in advertising policy? Back in 1960 it appeared that Olympia was a happy member of the growing fraternity of tv advertisers. The brewing company had doubled its tv budget over the previous year and produced an awardwinning commercial. But at the end of the year trade reports indicated that Olympia planned to cut tv spendings considerably in 1961. The agency for Olympia — Botsford, Constantine & Gardner (San Francisco) — did not admit its client's shift away from tv until January 1961. At that time the client turned down use of a spot tv announcement campaign on a flight basis and the agency recommended the adoption of a spot radio campaign on five-minute newscasts. Through correspondence with an ABC-TV network official, Olympia Beer revealed that it was not disenchanted with tv but merely could not find the "right" film series to sponsor. At a Seattle meeting later in January, an executive from Botsford, Constantine & Gardner stated that the brewer would still be a strong tv supporter even though the dollar allocation in that medium had been decreased. He also announced that spendings in newspapers had been cut to increase the regional magazine schedule. O'Mara: hard-hitting facts convinced Olympia to return to tv. BiosI: infringement on Olympia's market by tv users Hamm's and Busch Bavarian beer helped convince agency of tv's importance. Just how much the tv budge was cut was not fully rcvcaiet until TvB-Rorabaugh released thei annual media expenditures repor early in 1962. The figures show cd a drop of nearly 85 percent ir tv expenditures in 1961 over 196( — down from $349,000 to $48,' 010. In 1962 Olympia was stronghi committed to radio with some t\: buys in isolated markets. It wa; at this time that the Televisior Bureau of Advertising decided tc discuss the value of television a; an advertising vehicle with Olympia Early in the year the Bureau pui on a presentation for five agency executives in Seattle, including the tv-radio director and the vice president of media. Following the presentation, the Bureau compared a heavy network radio campaign for Frito with a similar buy in tv by the same com-' pany indicating that tv was four times more efficient than radio on a cpm unduplicated homes basis. The Bureau then suggested that Olympia change its thinking from program sponsorship to flight buying of announcements for greater reach and frequency. The client executives at Olympia seemed interested. The advertising manager said the presentation gave him something to think about. The idea was brought up in conference, but was ruled out at this time because tv would consume too much of the total budget. The Bureau acted quickly and offered evidence to counteract the belief that the cost of announcement tv was out of line. A letter to the brewer stated "on a valuedelivered basis, we believe television merits a place in the Olym-i pia advertising plan." To furtherl make its point, TvB followed up| with hard-hitting facts on the growing infringement on Olympia's Southern California market by Hamm's'' Beer (11.1 percent share-of-market in June 1960; 12.2 percent in May-June 1961; 14.5 percent in 44 SPONSOR