Variety (December 1954)

Record Details:

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Wednesday, Defemher 8 , 19.>4 t^niEfy •xa'i.V m A'*-’ £ ” T '/ 7 i trt n / N / \ V si y 1 r »w '. « ? ?i • , .. . N. A / i\v \ r i >4 \ _^k t < 7 \ m i y* +*■ . V *-- / ✓r / V ✓ / y s' / 7 W-'~- 7 m V / Ovo A A y'< ■*** / .i ■ i KL. * ■«*# w * / ■•c 4 : V‘hi r.4 . * • \ •/ \ / \ / • x \ / V V’ and 137,834 of them take quill in hand It took TONIGHT to round night-owls up in a handy, populous pack to give advertisers something to hoot about. Here’s a recent example of TONIGHT’S influence on the nocturnal set: Friday, NOV. 19. At 10 minutes past midnight (EST) Steve Allen delivers a single minute commercial for Broil-quik. Fellow night-owls, he states, are invited to send post cards with name and address, to get in on drawing for five free Broil-quik Super Chef Rotisseries. This offer is never thereafter repeated. Monday, nov. 22 . NBC inundated by 37,000 post cards! Flood signals raised. TUESDAY, NOV. 23. Cards up to 64,000! Mail-counting reserves rushed in. WEDNESDAY, NOV. 24. Cards up to 98,000! No end in sight. Head of mail-room given hourly first aid. Thursday, nov. 25. National Holiday. Time out. Friday, NOV. 26 . Cards up to a torrential 123,146! Monday, NOV. 29. 135,907! Effects of the single minute commercial, delivered ten days ago at 10 minutes past midnight (EST), still being felt in flood-tide fashion. Broil-quik very pleased. Hicks and Greist ad agency very pleased. Steve Allen ecstatic-in his owlish way. • 0 (Late bulletin : By Wednesday, December 1, post card count still rising-up to. 137,834!) The late-night audience is biff, with a heavy t- " ‘ . -CfcvS' ■ *' concentration of adult male viewers. It’s also responsive * * • ' and profitable-when your sales message is carried on TONIGHT. At Class C rates, too. Ask your NBC representative for details. * television a service of i