Television digest with electronic reports (Jan-Dec 1959)

Television Digest WEEKLY RADNOR, PA. © 1960 TRIANGLE PUBLICATIONS, INC. vAN 1 1 1960 MURRAY 8-3940 Index to Television Digest, 1959: Volume 15 References are grouped into three major categories: General (pages 1-11), Manufacturers & Merchandisers (pages 12-14), Supplements (page 1). Index attempts to cover only items considered to be of more than passing interest. Reference numbers following each item designate issue and page of Newsletter in which item appeared. General ADVERTISING NAB ban on use of actors playing medical men in commerciais, 1:4; Dentyne uses graduate dentist. 7:8 network option-time, 2:2, 3:2, 10:1 Fund for the Republic rating systems study, 2:4 single TV audience measurement system, 2:10, 9" 13 liquor advertising, 2:10, 3:6, 8:8, 21:8, 23:13, 29:10, 32:7 . „ record 1959 highs predicted, 2:10, 4:10, 20:11, 32:8 excise tax on cooperative advertising allowances, 2:13, 7:4, 8:4 & 13. 11:16 subliminal advertising, 3:6 & 11, 15:12. 45:13 Cannes International Advertising Film Festival, 3:9, 25:15 commercial printing sales drop first time in 10 years, 3:10 "peaceful coexistence’’ of all media pleas, 4:2, 9:13 networks & A&P Tea sued for promotional tieins by Peter Reeves Markets Inc., 4:10 spot TV sales of $365,000,000 predicted by Lawrence Webb, SRA, 4:10; 1959 spot up says TvB, 24:10 Network business, 4:10, 5:11; weekly network activity chart begins, 17:6; review of business in final 1959 quarter, 33:1 "single rate" demand. 4:11, 7:9 'Printers’ Ink’ figures, 5:4 & 16, 8:10, 14:7, 18:7, 23:6, 26:12, 30:8, 31:13, 35:7, 39:11, 44:12, 48:6 tape use for commercials, 5:10, 12:11, 13:18, 24:17 Nielsen report on TV viewing, 6:6 Trendex report on sets-in-use, 6.6; adds 5 cities, 17:6 product identification higher if sponsor’s name is part of series’ title, 6:6 expenditures of set owners for installation, sets, electricity etc. vs advertising expenditures on TV. 6:6 "Instantaneous Audimeter” by Nielsen, 6:10, 17:16, 44:13 1958 ’Printers’ Ink’ totals, 6:10 drug & cosmetic reforms advocated by ‘Advertising Age’ editorial, 6:10 consumers often change minds after being polled on product preference, BBDO survey finds, 6:11 tax on advertising, 6:11, 11:16. 24:10 auto advertising on TV, 7:3, 14:13, 15:12, 17:16, 18:7, 19:14, 22:7, 23:9, 25:8 & 15, 29:16, 31:13, 35:12, 38:14; steel strike effect, 44:3 TvB network figures. 7:6. 14:7, 17:6, 19:7, 22:7, 23:6, 27:8, 31:8, 36:5, 41:8, 47:10, 51:9 AFA Washington conference, 7:7; convention, 17:16; Washington office, 38:18, 44:12; Education & Research Bureau, 49:13 Nielsen’s list of network shows ranking highest in no. of viewers per sponsor’s dollar, 7:8 Mrs. Roosevelt’s Lever commercials, 7:8, 9:12 best 1958 TV ads as rated by ‘Tide’, 7:9 best radio buy Is "independent" in 41 of top 54 markets says A. W. Dannenbaum Jr., 7:9 more national than local & regional advertisers buy syndicated film shows reports Zlv, 7:10 Cal. bill limiting commercials length, 8:8. 22:4 top advertisers for 1958, 9:12, 11:7, 24:12, 45:9; top agencies, 17:7 admen died younger In 1958 than In 1957. 9:12 FTO actions to curb false advertising, 9:12, 10:11, 11:16, 16:21, 18:14 & 19, 20:3 & 13, 23:13, 25:20 & 24, 26:12, 31:14 & 20. 33:17, 37:10, 40:11 & 17, 43:12, 44:20, 45:2, 46:12, 47:16, 49:13, 50:10 & 11, 51:12; "spurious" commercials crackdown, 44:12, 51:6 theater-screen advertising up. following audience exposure to TV, 9:12 Advertising Age’ categories agencies by volume of 1958 business, 9:13 TV costs met by Increase In audience size, but circulation not up for other media to meet cost rises there. 10:3. 12:14 product sales real test of program’s value says adman George Abrams, 10:10 industrial advertising on TV endorsed by C. W. Moore, Armstrong Cork Co., 10:10 1958 viewing higher, Sindlinger finds, 10:11 field pre-testing of TV commercials on fee basis by J. Walter Thompson, 10:12 spot sales to have another peak year say reps, 11:4, 13:14, 14:9, 20:11; not all sold warns TvB, 37:10; quarterly reports with list of 100 largest users, 38:15, 50:7; eclipses network sales, 44:3 network sponsored time at record high, 11:7 "triple-spotting”, 11:4, 12:6, 18:13. 19:12 commercials without legends or "supers" most effective, 11:16 TV costs & sales in future subject of NAB panel, 12:14 150 agency mergers & consolidations in 1958, reports ‘Advertising Age’, 12:14 $4,000,000 gross for 1959 TV commercials, predicts Robert Lawrence Productions, 14:18; ‘Printers’ Ink’ 1959 prediction, 45:9 sponsor good will boosted by public service shows and "specials” Schwerin finds, 14:13 copy research skipped by advertisers, agencies claim, 14:14 commercials improving says FTC’s Charles A. Sweeny, 15:3 networks have earliest sales season in years, 15:6; network sales activity chart initiated, 17:6; former network advertisers described in ‘Advertising Age’, 15:6 AAAA, 15:11, 44:12 anti-TV campaigns reviewed by Dick Moore, KTTV Los Angeles, 16:10 first-rate PR job needed for TV-radio says Mike Santangelo, WBC, 16:10 TvB local sales clinics, 16:10; TTvB services described, 18:13 Arbitron rating service dropped by Chicago stations, 16:13; other ARB services, 19:15; N.Y. subscribers. 33:12. 37:6 brewers endorse TV use, pulling back in other media, 16:13; regional sponsors of syndicated shows, 30:14; TV expenditures, 38:18 rating services subject of panel at Academy of TV Arts & Sciences. Los Angeles, 16:13 factors affecting network selling revealed by Norman, Craig & Kummel agency study, 16:13 preparation “H” crackdown by NAB board. 17:13, 18:3, 19:11, 20:10, 24:11, 25:3, 29:10 "Evaluating Advertising Effectiveness,” ANA report, 17:15 Lestoll success story, 17:15; switches to newspapers in Buffalo, 23:7: Mr. Clean, 49:13 Bureau of Advertising of ANPA, 17:16 summer sales opportunities described by Halsey V. Barrett, Katz Agency, 18:9 30-sec. spot trend, 18:9, 32:8, 38:18, 41:8, 42:13, 45:12; 8-sec. spots, 48:11 small advertiser benefited by NBC participatingsponsorship says Hugh Beville, 18:13 report on commercials costs reveals large number of people needed, 18:14 year’s major trend is blending live action & animation, says Robert L. Lawrence, 18:16 trend to separate min. & 20 sec. rates, 19:11, 30:14; min. rates raised, 46:14 viewer resistance to commercials increasing. Schwerin Research finds, 19:14; commercials regain effectiveness, 2nd study finds, 36:9 top advertisers, 19:14, 39:11 highest dollar volume in spot TV used by paint & varnish mfrs. in 1958, 19:15 European-produced commercials, 19:17 1958 expenditures by product classifications, 20:10 & 13, 21:8 amount of viewing drops in summer, not number of viewing homes, reports Nielsen, 20:11 suburban trend favors TV advertiser says Robert F. Davis, CBS, in ‘Media/scope’, 20:13 emotionally involve consumer with product says Philip Ehsenberg, Motivation Analysis, 20:13 top advertisers of 1958. 21:7, 33:12; in TV. 23:8 food advertising, 28:11, 33:14; drugs. 38:18; tobacco, 40:11; perfumes, 42:13 ANA campaign to improve "image" of adv industry, 21:12; convention, 46:2 Film Producers Assn. Challenges expanded network tape commercial production. 21:12 program ratings need PR improvement, 22:3 2-station showing of “Sea Hunt” in N.Y. boosts ratings at lower cost over WCBS-TV prime time, 22:10 negro market report in May ‘Media/scope’. 22:10 talent costs mainly responsible for commercials costing 207o more ‘Sponsor’ find, 22:17 full-sponsorship of ‘Late Show* by Schaefer Brewing, 22:19. 24:10; by Coty perfumes, 50:13 daytime TV reaching women, audience study for TvB reveals, 23:8; Pulse report, 26:9: boon to small advertiser says ABC's G. Chester, 39:10 separation of advertiser from programming predicted by John B. Cunningham, not seen by other ad men, 23:10 TV expeditures buy more audience than Sunday supplement ads, concludes TvB study. 23:13 trend away from single-sponsorship on prime time network shows. 24:4 TvB's campaign to "sell TV via TV," 25:10. 40:11 Commerce Dept.'s Advertising Committee. 25:14 toy volume up, 25:14 increased use of music for background. 25:17 viewing higher in multi-set TV homes, 26:9 Supplements and Special Reports Published During 1959 Reference.s are to issue.s of Television Diyest with articles lu'rtaining to documents Directories Semi-Annual TV Factbooks (Spring-Summer and Fall-Winter) with weekly Addenda reporting current FCC grants, applications, new stations on air, etc. Annual AM-I'M Directory of Jan. 1; with weekly Addenda reporting current FCC decisions, applications, etc. Listings of all AM-FM stations by stales and frequencies, all applications by states and frequencies, call letter lists, etc. (Includes other North American stations.) Special Supplements and Reports FCC's Recommendations to Congress on Allocutions. Full text, including separate statement by Comr. Bartley and statistical appendices. (Vol. 15:17). FCC Proposal to Amend TV Option-Time Rules. Full text of proposed ruling to cut amount of TV network option time, with statements by Comr. Hyde, Craven & Ford. (Vol. 15:17). Financial Data on Television-Electronic Companies. Statistical summaries of reports of leading, publicly-owned companies. Prepared by Edgar N, Greenebaum Jr., financial consultant In electronics. (Vol. 15:24). Hound Gopios .Vvuiluhle ('omplt'U* st'ls of the 1951) Trlrvinion Diyvst Newsletters, nlontr with the two 1959 TV Factbooks, Addenda and all Sup|)lenients, can he permanently hound between embossed hard covers and be made available on order at $25 per volume. 1