Sponsor (July-Dec 1953)

Fall outlook Q What is the fall outlook for network radio? A. The networks seem very optimistic, despite the rapid growth in new TV stations. For one thing, there isn't the uncertainty and confusion about rates that existed last year at this time. Advertisers were seeking guarantees on lower rates which the networks couldn I 5ive and, hence, were holding off buying. This year the networks contemplate no rate changes. The networks are armed with more data on out-of-home listening and the expectation that network ratings will go up when the new Nielsen multi-set sample begins to affect audience measurement. Billings have shown an upward trend. Both NBC and CBS report that billings during the first half of 1953 are ahead of the corresponding period last year. Mutual's billings have been climbing, too. Its 1952 figure was nearly 30% above 1950. As for daytime, both NBC and CBS expect to be sold out during daytime hours. Q. How do advertisers feel about network radio? A. To get some idea of how radio's big advertisers feel about it, sponsor contacted a dozen of the top AM network clients asking about their fall plans and their feelings about network radio. In onlv one case did an adver tiser say he felt network radio was less effective than last year. This advertiser. Ralston Purina. which happens to be one of the most active, il m>i the mosl active client in farm spot radio, was referring specifically to Saturday night, when Ralston sponsors Eddj Arnold on NBC. G. \I. Philpott, Ralston v. p.. told SPONSOR, however, that while Ralston salesmen feel that nighttime radio is less effective for them than last fall, Ralston will continue the Eddy Arnold show. Here are some other answers: • From Oliver B. Capelle. advertising manager for Miles Laboratories: "Our television efforts have not reduced our radio coverage." • From Lowry H. Crites. director of media and radio and television programing for General Mills: "Obviously, we believe network radio is still valuable as we are continuing to invest substantial sums in it." Other evidence of the advertiser's firm belief in network radio comes from Broadcast Advertising Bureau's 1 June 1953 newsletter. It cited cases of five advertisers who spent more money (according to P.I.B.) in network radio during the second half of 1952 than the first half. They are ( 1 I Cannon Mills with gross time billings of $184,106 during the second half of 1952 compared with $91,260 during the first half; (2) Emerson Drug with $162,065. compared with $49,341; (3) Manhattan Soap with $736,566 compared with $688,093: 14) Motorola with »l T0.562 compared with $24,450, and ( o i Seeman Bros, with $410,463 compared with $258,200. Network audiences Q. What kind of cumulative audience can the advertiser get on network radio? A. A stud\ of da\time soap operas by the Broadcast Advertising Bureau this year shows that the average rad.o daytime serial can reach 20' < of all families in a market in four weeks' time. Each family is reached an average of 5.8 times, and exposed to 15.7 sales messages. These figures are developed from Nielsen data. A BAB study last year, also based on Nielsen data, dug into cumulative audiences for nighttime news programs in TV markets. Here are the answers for the average evening network quarter-hour newscast aired five times a week: (1) In a week, newscasts reach 9.8 /V of all families an average of two times each. (2) In a month, they reach 20.7^r of all families an average of 4.4 times each. I 3 I In 13 weeks, they reach 37.4r< of all families an average of 8.7 times each with 23.5 sales messages per family. Q. How does the 1953 network audience compare in size with 1952? A. Ratings are down a little but the NEW PROGRAMING for fall includes ABC's "Horatio Hornblower" with Michael Redgrave. Program was developed from the network's showcase — "ABC Playhouse" — and produced by Towers of London PROGRAM COSTS will be cut by General Foods, who bought "Beulah" on CBS Radio three times a week, will re-run transcriptions of show. Re-runs will feature the late Hattie McDaniel, who died last year See list of top 10 available shows on each network, page 85 SPONSOR