Sponsor (July-Dec 1953)

NETWORK TV TRENDS ■ nijii, i, i. port ttax it i"i<i i . /. Sinyle-st ofioii markets: I l>. single-sta t ion markets will practical!) be a thing "I the past l>\ Christmas. <M the '2l\ largest one-station markets I in terms • ! I\ Bel circulation) 23 will have ;it least two video outlets bj that time. Mosl of the "second stations'1 will be I IIF which means ili.it the advertise) audience will nol immediately be equal to sel penetration. 2. Network size: \\ networks will be tboul twice as large i li 1 fall as lasl fall. Indications ire thai the top programs will be beard <>n LOO-plus stations. B) •arl\ 1954 a 125-station network ma) nol be uncommon. ."{. I'royram competition: Program competition vn ■ 1 1 be keener than ever. Ibis will not onl) be due to tin' easing <>t the one-station markel problem l>ui will result from i a i NBC's entr) into late morning television to battle the current CBS monopol) and (b) \IH 's new star-studded stable of show business personalities. f. TiiiM* costs: While costs-per-1,000 loi station timi' will natural!) be high in new markets at the beginning, the dropping costs-per-1,000 in established markets will olT-et this to a greal degree. .>. Program easts: Uthougb an advertiser will be able to find low-cosl network shows, the cos! trend among the top programs has been upward. H. TV set growth: Set growth in new TV markets where there i no OUtside competition will be rapid. 7. t IIF conversion: Where a new I HF station goes on the air. the rate of conversion depends on a number of factors. These factors include (a) the distance from the nearest \ HF station. ibi the number of good qualit) YHF signals available, (c) length of time the I HF -lations are on air and idl qualit) of local I HI-* -how-. SPOT TV TRENDS oil 1. Iruilabilities: With l\ saturi n in the I S "\ ei )i»',. there i trend among lai ind ad vertisers i" use daytime spol l\ Reason Daytime audiences are in reasing in size, and nighttime -p'>t -l«>tare -till ven scarc< 2. Franchises: \ die) did in radio, man) advertisers like Bulova, Benrus, < amel, I ' -S < . are pin k lo n in mi new I \ stations to tie up ti an In :i. Careful buying: Few igencies, however, ire buying blindly. lli_l t have dictated careful chasing ol new and old outlets, particular!) post-fret vide. i stations. Sel penetration, I HI convention i overlaps all are ■ he< ked. I. Mayer hatlyets: Mosl idvertisers would rathei .n\i\ to l\ budgets than drop "if stations. One agenc) figures additional V, i necessar) to finish oul 1953, keeping pace with the expected rise in rates. .». Kates to rise: Most i ites on pn freeze stations will hold steady, but about 10$ of outlets will be hiking their prices alter fall, reps r i ■ » \s predict. Rates on new outlet will jump soon as new video areas till up with sets (i. Color films: With coloi again on the TV horizon, a few advertisers like R. I. Reynolds, < olgate and other are shooting color film commercials is i hedge. 7. Iliyher film costs: Advertisers ire moving carefull) when the) make film commercials, due t,, re-use scales in new SAG contracts. Film experts give theii advice mi how tii work within SAG limitations on page 198. H. TV I.D.'s: 10-second "quickies ire jr. .win in popularit) with video 'bent-. Man) stations r.-p-.rt • onl\ 20'. of available 1. 1). -|..| are unsold. Filming of commercial at Transfilm shows way to keep costs down despite increases inherent in new SAG contract. Men in background are "extras," because they have no lines; man in foreground gets repayments as "actor," is narrator. See SAG talent scale \mqv lfUl Ziv Television Proqrams. Inc. is kept 'busy putting new episodes of "Boston Blackle " in the can. Produced in Hollywood, this and other film series have enjoyed strong upsurge in business as a result of the many new television stations. Film coverage starts pnf|«* 'JO I 13 JULY 1953 33