Sponsor (Oct-Dec 1964)

FEATURES: Among new full-sponsorship trends is use of features as local level specials. These include "From Here to Eternity" (Screen Gems), "Young Philadelphians" (Warner Bros.), "Ma & Pa Kettle" (Seven Arts). V ^till Clairol has been an active particiation sponsor of ABC Films' firstun Girl Talk in a long market list, md the same distribution firm has Sgned regional deals for One Step ieyond in several Texas markets Alh Texas State Optical Co. (anither veteran regional sponsor of jyndicated shows), and in several •Vestern markets by Montana Power ■i Light. Admen scanning the examples ibove will note two obvious patems: (1) the shows that are being 'kicked up for regional deals are learly always first-run shows, even 'hough they are in short supply due 0 the economics of the industry and (2) the sponsors are often, but lot always, in the public utility or large service organization category and are not inclined to be straight product advertisers of regional or national rank. A new kind of regional deal has emerged in recent seasons. This is typified by the deals made by peading toy companies (particularly Mattel) for cartoon shows (Funny ■Company, etc.) in which the sponIsoring firm literally underwrites the cost of a syndication show, and helps place it on tv stations with one or more commercials for the underwriting firm. In some cases, the deal approaches barter, with the sponsor giving the station the film series in exchange for time slots in the show, plus others; the station then sells the balance of the availabilities to other advertisers. On the feature film side of the syndication fence, the gradual release of late-model, big-name movies from Hollywood and other film vaults has triggered a form of full sponsorship deal. These are usually for one major city, rather than a spread, and involve an advertiser picking up the tab for all the spot availabilities in a particular feature film and running it as a local special. In New York, the pattern-setter in this area has been F.&M. Schaefer Brewing, whose Schaefer Award Theatre series on WCBS-TV, in what is normally the station's Late Shov/ time, is a periodic viewer attraction. The Schaefer series has showcased such films as "Mr. Roberts" (Seven Arts, which has had over a half-dozen features tabbed in the Schaefer series), "The Young Philadelphians" (Warner Bros.) and "From Here to Eternity" (Screen Gems). In Tulsa, Okla., KVOO-TV this fall sold Ma & Pa Kettle, a feature in a recent Seven Arts package, to Consumers, a chain of service stations, for a prime-time telecast, fully sponsored. Prime Tv Films, a relatively small distributor, nevertheless sold a one-shot regional recently, signing Archway Old Fashioned Cookies, via the Upjohn Agency, for full sponsorship of Golden Age of Comedy in 18 markets. In Los Angeles, Colgate has signed for a Schaefer-type deal on KHJTV sponsoring a feature showcase with live host and films from packages of several distributors. There have been several more full-sponsorship deals in the feature area, with a number of new ones being considered by advertisers in major markets. Will regional deals ever assume the dollar importance they once had in tv syndication? Probably not, in the opinion of distributors queried by Sponsor. But regional deals will continue, and may even accelerate, thanks to the new sales pressure being directed by syndicators toward agencies and reps. If more firstrun product comes into the market, backed in advance by station guarantees, the chances for additional regional deals are even better. ♦ November 30, 1964 37