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Front Page Farrell 15.9
Hollywood Star Theater 13.9
number of clients in radio homes that listened to the clients' programs. In these homes he checked on usage of the clients' products before and after certain specific campaigns. He has not. however, endeavored to develop correlation figures which would make it possible to convert Si's into sales-impact figures. Marketing experts explain that "we wouldn't believe any such correlation figures no matter who developed them." In one type of product a high SI would mean a high sales impact. In the case of another product the same SI wouldn't mean a thing in the way of sales.
Certain advertisers, like American Home Products, ignore their Si's entirely. If they didn't, they'd really be unhappy. A tabulation of American Home Products reveals a top SI of 22.3 and a low of 13.9.
Program
Sponsor Identification
Front Page Farrell 15.9
Just Plain Bill 22.3
Mr. Keen 16.6
Our Gal Sunday 19.8
Romance of Helen Trent 20.6
Anacin Hollywood Star Theater 13.9
No one questions the advertising
acumen of the American Home Pro
ducts and its subsidiaries. Its daytime programs have been successful for years and they continue that way. Mr. Keen is frequently within the Top Twenty Nielsen rated programs on the air, and it costs peanuts compared with practically every other program which it nudges in the TT.
AHP watches the ratings of its programs carefully. It understands that Hooperatings. within the limitations of telephone homes, or Audimetermeasured homes, give it an index of the size of the audience for which it is paying. It is not interested in establishing the fact that Anacin. Bisodol. Kolynos, Aerowax, Wizard Glass Wax, or any other item is a Whitehall or American Home Product. Instead, the audience it buys is judged as a number of ears upon which to imprint "reason why" commercials. The commercials are rotated, and the schedule is set to give the individual product the push it requires, when it requires it. No attempt is made, except in the case of the Anacin Hollywood Star Theater, to relate product with program because policy may dictate that the program sell
another product over-night. American Home Products looks upon, right or wrong, radio as just another advertising medium. It judges each "impact," consumer's reading or hearing an advertising message, as what it's buying. Its interest in building a property is simply in order to have ears ready to hear an advertising message, not to display to the world something that belongs to AHP. It's a corporation which isn't interested in selling itself to the consumer. It is interested in selling its products, and while not a great enthusiast about any advertising medium, it proves its satisfaction with radio by its continued sponsorship of programs.
Quite the opposite of Standard Brands is General Foods' satisfaction with broadcast advertising. At the time that the Hooper organization made its February Sponsor Identification report, General Foods had 11 programs on the networks, with SI indices that range from 52.1 for George Burns and Gracie Allen, selling Maxwell House Coffee, to 22.2 for Gangbusters. The latter had been selling for Procter & iPIea.se turn to page 42)
Jack Carson 29.0
House of Mystery 29.3
When a Girl Marries 36.9