Sponsor (Oct-Dec 1964)

competition is malting deals below the counter; (4) the salesmen have gotten smug and sluggish and are not hitting the opportunity line as hard as they used to. When mama has tv set to herself Do you know the one hour of the daytime that the kid quotient in tv audience composition takes a big dive? Answer: between 2 and 3 o'clock, when presumably they're taking their nap. Another interesting fact about daytime audience composition: the number of women doesn't vary much between 12 and 3 p.m. The peak level for women viewers is the hour that follows. Anyway, the foregoing observations emerged from this chart showing the average audience composition of the tv daytime audience for this October, based on Nielsen reports: TIME SPAN HOUSEHOLDS MEN WOMEN TEENS CHILDREN 10-11 a.m. . 8,520 1,740 6,730 320 3,310 11-12 N 9,990 2,420 8,680 210 3,000 12 1 p.m. 13,310 3,310 12,520 260 2,680 1-2 14,250 4,370 12,990 260 2,580 2-3 13,830 4,160 12,890 420 1,890 3-4 14,780 4.160 13,310 890 2,790 4-5 15,200 4.420 11,260 2,520 7,360 Record tv quarter from candymakers The current boom in the candy business — consumption jumped from $2.3 billion to $2.4 billion between 1961 and 1963 — is reflected in the record participation by that field in network tv. The figures that epitomize the story: nine candy makers have going for them in the initial 1964 quarter on the networks a total of 690 commercial minutes. It's a lot of network action for an industry that's uncommonly heavy in regional brands and supermarket private labels. The spurt in network spending may somewhat be attributed to the acquisition of longtime candy firms by the major or minor giants of the food packaging field. Included among the absorptions: Standard Brands, Planters Peanuts; National Biscuit, James O. Welch; Beatrice Foods, D.L. Clark and M.J. Holloway; Borden's, Cracker Jacks; Food Manufacturers, M&M. A frequent consequence of mergers is that additional money is pumped in for advertising. Spot tv, and even spot radio, is likewise cashing in on the upsurge of the candy business. The spot brigade includes Hollywood Brands, M&M, Curtiss. Whitman, Planters, Nestle, Peter Paul, Williamson, Heide, Fanny Farmer, Bonomo, Clark. Plantation Chocolates. Following is a breakdown of the commercial minutes committed for the next quarter by candymakers on the tv networks: ADVERTISER Mars Sweets Corp. Chunky Kraft Cracker Jack Peter Paul Nestle Welch Schrafft TOTAL ABC-TV CBS-TV NBC-TV TOTAL 49 54 51 154 88 52 0 140 39 0 21 60 0 0 70 70 34 0 34 68 0 0 65 65 0 13 39 52 0 42 0 42 0 0 39 39 210 161 319 690 Powder cleansers' daytime affinity P&G and Colgate-Palmolive, it would seem, have a theory that the only time that the housewife is receptive to talk about powder cleansers is in the daytime. During the initial nine months of this year the two companies put all their network tv dollars on Comet and Ajax cleanser, respectively, into the weekday regions. The third leader, Purex's Dutch Cleanser, used 50 percent of its commercial minutes in daytime but spent far more of its budget in the nighttime precincts. Following is a breakdown of the three brands' network tv allocations in terms of dollars and minutes for the January-September, 1964, span: BRAND NIGHT DAY MINUTES Ajax $ 856,300 192 Comet 1,129,200 194 Dutch Cleanser $159,000 48,500 *22 * 15 of these minutes were used in the daytime. Nielsen on color home measuring If you're especially interested in color and wonder when Nielsen will do some pinpoint measuring of color homes, there's an answer. Nielsen's position, as obtained by Sponsor Scope: nothing can be done about measuring tintequipped homes' viewing habits or demographics until the ownership gets into the 15 to 16 percent bracket. Furthermore, any separate surveys would require a sample of at least 1000 color homes. December 28, 1964 23