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while driving. Furthermore, male listening dominates that period, according to Nielsen, so that's another strike against P&G. On the other hand, CBS also has a block of soap operas on during that hour, so maybe it's not so had after all.
In other words, the advertiser has to add or subtract a little in his own mind when using these Nielsen figures. One advertiser may get more than the average, another less. The advertiser must take into account the audience, the program, the attentiveness of listening
and the season of the year (is there a baseball game on at the time?). Nielsen used April for the survey because it represents "approximately the annual average of home radio listening."
Q. How will these studies on non-home listening affect network radio advertising?
A. A good bit of the information on non-home listening has pointed up auto listening and, what amounts to the same thing, the high percent of adult males in the non-home audience. The
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networks, all of whom are using nonhome listening material in one way or another to sell radio, feel that the facts call for a revision of thinking among advertisers who appeal to the male market, especially as regards their attitude toward daytime radio, when non-home listening is highest. These advertisers include auto manufacturers, refiners of gas and oil, brewers, tobaceo and smoking accessory firms and others.
'Tandem' plans
'tandem"
Q. How have the plans been doing?
A. Pretty well. Mutual's new MultiMessage Plan, which replaced the Mutual-MGM Hollywood star showcase in January, ended up the spring season sold out. It offers 20 participations, four commercials on five shows. It is so popular now that Mutual is offering Multi-Message Plan prices ($1,500 per participation during the summer) on non-M-M-P shows over the hot months.
CBS' Power Plan, which is aimed at late-in-the-week shoppers with Wednesday, Thursday, and Friday programs, started off slow last fall but picked up this year and ended the season practically sold out. Six of its nine segments, furthermore, are sold out through the vear.
NBC's Operation Tandem (NBC started the network package idea, hence the generic term, "tandem") was sold out for part of the season, and twothirds sold out during the rest of the time. ABC's Pyramid attracted nary a sponsor during the past season. The network's explanation was that ABC sponsors found other buys more attractive for their purposes.
Q. What kinds of advertisers use "tandem" plans?
A. All kinds. Mutual's cbents include Camel. General Mills, Bromo Seltzer, Jacques Kreisler, Lever. Both Bromo-Seltzer and Lever, a recent member of the Multi-Message Plan client roster, have, in addition bought into Titus Wood) and \ id, (barter, respectively. CBS has P&G, Bryl Creme, and Nescafe through August, and Chesterfield was ira for a short burst earlv last season. Operation Tandem clients include Emerson Drug, Bromo Seltzer, Esquire Boot Polish, Buick.
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