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...SPONSOR RE PORTS... SPONSOR REPORTS. . .SPONSOR REPORTS. .. SPONSOR REPORTS. . .SPGNSQt
OPENING AND CLOSING COMMERCIALS DIMINISH: Check on CBS within past month indicates that over 30 programs have dropped opening and closing commercials and now do their selling at 8 to 10 minutes after sign-on and 8 to 10 minutes before sign-off. Network disclaims credit for change-over.
DISK LISTENERS 80% IN MIDDLE ECONOMIC GROUP: "WOV-Pulse of New York" survey indicates that neither top nor bottom income group listens much to disk jockeys .
THREE-COLOR TUBE: Although RCA electronic color, as shown to press, uses three tubes in one unit, laboratories have an experimental tube with three units in one glass housing. It may be years, however, before it's unveiled. It's nothing like the Thomas color tube which has four units in one and uses shutters. RCA also has an adaptation of the image-orthicon tube which will work in studios. Image-orthicon which has made outdoor coverage possible day or night through its infra-red sensitivity doesn't work too well indoors.
CCNY AWARD ENTRIES DOUBLE: Despite the industry's feeling that there are too many awards. City College's entries from agencies and sponsors are twice last year's ( '46 is Competition's third year) . John Gray Peatman continues as "Awards Chairman. "
MBS AMERICAN FORUM GOES INTO OPINION RESEARCH: First of the forums to go direct to the people on subjects discussed is Ted Granik's "American Forum of the Air" which will poll listeners while program's on air. Lightning tabulation will air home audience's views before forum signs off.
CORNELL U. SURVEY BEING STUDIED: Though it's years since Cornell made study about "retention," i.e., how long subject remembered things he had read under specific circumstances, three agencies are digging into report. Research check proved that rest after reading or hearing something increases many times the subject's ability to remember. Highest retention factor was indicated when subject slept after reading or listening. Study "proves" that one commercial after another tears down impact of each bit of selling, but that "rest" in between builds up ability to absorb.
FOUR SPONSORS BEFORE DETROIT TV OPENING: American Broadcasting Company, which is battling WWJ to be first to operate television station in Motor City, has already signed four sponsors: U. S. Rubber, General Mills, Chevrolet, and Campbell-Ewald Company.
CROSBY DISKING RUNS OVER: Reason for Crosby's transcribed shows' sounding less than 100 per cent is said to be fact that Bing Crosby, for years beset by stop watch, feels that now is time to rebel. His recording dates have run three minutes overtime. After dates shows must be dubbed onto master disk for pressing and three minutes cut out in process. Technically this is bound to make quality less than perfection. Though program has once dropped to 12.2 its rating on last two reports was 15.4. Bolstering show is tough, since Petrillo has increased recording rate for musicians 50 per cent and that extra comes out of the Bing pocket.
HOOPER ADDS HARTFORD AND SAN ANTONIO: Rating organization drops Des Moines and adds two new cities. National rating now covers 33 towns. "Sample" in San Francisco and Oakland has been increased.
DECEMBER, 1946