Sponsor (Oct-Dec 1964)

THE CHANGING SCENE Firms Buy Sponsorship On the NBC-TV Network The Holiday Inns of America Inc., which first advertised on network television on the NBC-TV Today program last spring, have made an extensive additional sponsorship purchase, it was announced by Mike Weinblatt, director, participating program sales, NBC. The new Holiday order is for both the NBC-TV Today show and The Tonight Show starring Johnny Carson. It began Oct. 27, 1964, and will run through March 25, 1965. The Holiday Inns' order was placed through John Cieghorn Agency of Memphis. The Coca-Cola Co. has bought into the NBC-TV Daytime schedule for the first time on a regular basis, with the purchase of sponsorship in four daytime programs, it was announced by James Hergen, director of Daytime Sales, NBC Television Network. The programs are Let's Make a Deal. Moment of Truth, The Doctors and You Don't Say! The Coca-Cola order (for Hi-C Fruit Drinks) was placed through Dancer-Fitzgerald-Sample. Five advertisers have purchased sponsorship in nine prime-time NBC-TV programs during the fourth quarter of 1964 and the first quarter of 1965, it was announced by Don Durgin, vice president, NBC Television Network Sales. The advertisers are Wilkinson-Sword Blades (through Ted Bates & Co.), Vick Chemical Co. (Morse International), Glenbrook Labs (Dancer-Fitzgerald-Sample), Toni Co., Inc. (North Advertising), ^llllllllllllllllllllliiimiiiiiNiii mill iiiiitiiiiiiiiiiiiitiiii CHASE AND SANBORN RADIO SPECTACULAR Charlie McCarthy, Edgar Bergen, Jimmy Walllngton and Caroline O'Connor, spokeswoman for Standard Brands products (left to right above), take a break during recording of the commercials for "The Chase & Sanborn 100th Anniversary Radio Show." The resulting "words from the sponsor" are patterned after those used during the 1930's and '40's, the era highlighted by the show. The most memorable radio comedy moments involving more than a score of top stars were heard on the program Sunday, Nov .15 from 7:05 to 8:00 p.m. (EST) over the NBC Radio Network. and Union Carbide (Leo Burnett Co. of Chicago). Wilkinson-Sword Blades will advertise on Saturday Night at the Movies. Vick Chemical has bought into Flipper and The Man from U.N.C.L.E. Glenbrook Labs will advertise on The Jack Paar Program, Kentucky Jones and The Virginian. Toni Co. Inc. has bought into Flipper. Union Carbide will advertise on Mr. Novak, The Andy Williams Show, Daniel Boone and Saturday Night at the Movies. Mars Inc. has purchased sponsorship in four NBC-TV Saturday morning programs for the first quarter of 1965. The programs are The Hector Heathcote Show, Underdog, Fireball XLS and Fury. The agency for Mars Inc. is Needham, Louis & Brordy Inc. The Gillette Co. has renewed its sponsorship in Wednesday Night at the Movies on NBC-TV through the summer of 1965. The Gillette order was placed through Maxon Inc. R. J. Reynolds Tobacco Co. has purchased weekly sponsorship in The Virginian in the first quarter of 1965. The order was placed through William Esty Co. The E. I. Du Pont de Nemours and Co. Inc. has purchased sponsorship in four prime-time programs for 1964-65. The programs are The Alfred Hitchcock Hour, The Jack Paar Program, The Virginian and Saturday Night at the Movies. The Du Pont order was placed through N. W. Ayer & Son. With the purchase of one-sixth sponsorship by Chrysler Corp., NBC-TV's coverage of the 1965 American Football League games is one-half sold. "The Chrysler buy, coupled with the previous purchases by Institute of Life Insurance and Firestone Tire & Rubber Co. of one-sixth each, places us at the half-way mark almost a full year before the AFL kick-off on NBCTV, Don Durgin, vice president, sales, NBC-TV said. The Chrysler order was placed through Young & Rubicam. 52 SPONSOR