Weekly television digest (Jan-Dec 1960)

10 JANUARY 4, 1960 Net TV Gains in Oct.: The national ad volume rose 13% in Oct. over Oct. 1958, with all major media, excepting network radio, reflecting the rising tide of ad business. The Oct. Printers’ Ink index shows network TV up strongly across the board — ahead 12% from a year ago, 11% for year to date, 6% in Oct. over Sept. Network radio was down 14% both from a year ago and cumulatively, but its Oct.-over-Sept. performance showed a 20% gain. Total magazines were up 13% in Oct. from Sept., newspapers dropped 1% and were the only major category to show a loss for the period. Both gained markedly from a year ago — magazines 20%, newspapers 6%, Best performances: outdoor, 26% ahead Oct.-over-Sept., weekly magazines, 27% ahead of a year ago, monthly magazines, 18% ahead for the first 10 months. The general index gain for year to date was 9%. Index % Change from % Cumu Mediam Oct. Oct. 1 month 1 year lative 1959 1958 asro asro change General Index .. 242 216 -1 6 +13 -f 9 Total Magazines .. 196 162 -1-13 +20 -fl2 Weekly Women’s .. 232 182 +22 +27 +11 .. 126 116 + 6 8 4 9 General Monthly .... .. 233 197 — 1 +18 +18 Farm .. 105 101 — 2 -t i + 4 Newspapers .. 213 202 — 1 + 6 + 7 Network Television .. .. 484 430 + 6 +12 +11 Network Radio .. 24 28 +20 —14 —14 Bnsiness Papers ,. 242 217 0 +12 + 6 Outdoor .. 188 169 +26 +n — 2 All indexes have been seasonally adjusted. The index shown for each medium is based on estimated total advertising investments in the medium, including talent, production and media coste. For each medium, the base (100) is an average of total investments in the years 1947-49 except for the TV base which covers the years 1960-52. "Cumulative change” in the last column refers to the change from the same period last year of the index average from Jan. through Oct. 1959. NETWORK SALES ACTIVITY ABC-TV Lunch with Soupy Sales Sat. noon-12 :30 p.m., renewal through June 25. Jell-0 (Young & Rubicam) Network Television Billinqs October 1959 and January -October 1959 (For Sept, report, see Teilevision Digest, Vol. 15:47 plO) Oct. Ahead 12.4%: Network TV’s Oct. gross time billings jumped nearly $11 million ahead of the Sept, volume, TvB reported last week, to $59,030,752 from $48,268,555, and gained 12.4% over Oct. 1958’s billings of $52,526,147. The year-to-date business increased to $510,136,192. This is 10.7% ahead of the $460,642,737 in billings racked up in Jan.-Oct. 1948. CBS led the networks in Oct. dollar volume, with billings of $23,610,441, and maintained its cumulative lead with $218,961,251 in total Jan.-Oct. business. ABC continued to score the biggest percentage gains: 25.9% ahead in Oct.-over-Oct. billings, 20.5% ahead in year-todate comparisons. NETWORK TELEVISION Oct. Oct. % Jan.-Oct. Jan.-Oct. % 1959 1958 change 1959 1958 change ABC $12,637,020 $ 9,960,524 4-26.9 $ 99,103,176 $ 82,212,708 4-20.6 CBS 23,610,441 21,901,036 4 7.8 218,961,251 203,092,867 -f 7.8 NBC 22,883,291 20,664,587 -flO.7 192,071,766 176,337,212 4 9.6 Total ....$59,030,752 $52,526,147 4-12.4 $510,136,192 $460,642,787 4-10.7 1959 NETWORK TELEVISION TOTALS BY MONTHS ABC CBS NBC Total January $10,647,078 $22,129,248 $19,299,853 $52,076,179 February 10,024,460 20,806,220 18,063,828 48,884,508 March 11,665,031 23,266,396 20,728,316 65,668,741 April 10,309,263 22,077,286 19,739,816 62,126,364 May 9,946,670 22,298,271 19,674,494 61,919,336 June 8,930,114 21,171,128 17,984,846 48,086,087 July 8,391,470 21,269,782 17,883,111 47,644,863 August 8,206,620 21,137,261 17,298,627 46,641,308 September 8,646,660 21,196,220 18,526,685 48,268,666 October 12,537,020 23,610,441 22,883,291 69,030,762 Note: Figures revised as of Dec. 24, 1969. These figures do not represent actual revenues inasmuch as the networks do not divulge their actual net-dollar incomes. The figures are compiled by Broadcast Advertisers Reports (BAR) and Leading National Advertisers (LNA) for TV Bureau of Advertising (TvB) on the basis of one-time network rates or before frequency or cash discounts. CBS-TV The Kate Smith Show, Mon., 7:30-8 p.m., starting Jan. 25. Whitehall & Boyle-Midway Divs. of American Home Products (Ted Bates) On the Go, Mon.-Fri., 10-10:30 a.m., alt. wk. 15-min. segs. eff. Jan. 8. Helene Curtis (Edward H. Weiss) & Lawny’s Foods (Doyle Dane Bernbach) The Millionaire, Mon.-Fri., 3-3:30 p.m., alt. wk. 15-min. segs. eff. Jan. 12. General Mills (Dancer-Fitzgerald-Sample) The Verdict Is Yours, Mon.-Fri., 3:30-4 p.m., alt. wk. 15min. segs. Remington Rand (Young & Rubicam) Professional hockey coverage. Sat., 2 p.m.-conclusion, eff. Jan. 9. Carling Brewing Co. (F. H. Hayhurst Ltd.) NBC-TV Bonanza, Sat., 7:30-8:30 p.m., 4 one-third sponsorships. DuPont (BBDO) & Gold Seal (CampbellMithun) It Could Be You, Mon.-Fri., 12:30-1 p.m. & Queen For A Day, Mon.-Fri., 2-2:30 p.m., six 15-min. segs. starting in Feb. Block Drug (Grey Adv.) Circus Boy, Sat. 11:30 a.m.-noon, alt. wks. starting Jan. 16. Nestle Co. (McCann-Erickson) Queen For A Day, Mon.-Fri., 2-2:30 p.m. & From These Roots, Mon.-Fri., 3:30-4 p.m., participations, starting Feb. 11. Nestle (McCann-Erickson) Stations New time-delay monitor to eliminate live TV bloopers, called “the goof trap,” has been patented by N.Y. independent electrical engineer Henry M. Hume. The device enables a director to cut off a camera that has picked up an “unfortunate” picture, Hume told us. Signals from each live camera are continuously recorded on separate loops of magnetic tape, with the selected image picked up for telecasting from the tape a few seconds after its appearance on the new studio monitor. Audio signals are similarly delayed to maintain synchronization. The director therefore sees the images and hears the audio a moment before the home viewer, thus giving him a chance to corrct or cover an error. Hume has been granted U.S. patent No. 2,918,524 for the device. Oh (Big) Brother! TV sets that watch & listen back at the viewer were described last week in Washington by Charles L. Allen, research & management consultant now with the Okla. State U. He spoke before the American Marketing Assn, and described an experiment in 2 dozen TV homes, each set equipped with a still camera and an audio tape recorder pre-set to operate periodically. He said that his pictures & tapes showed people viewing — plus fighting, love-making, card-playing, “allegedly studying” and what-have-you. People are developing “ear filters,” he said, which allows their attention to wander from the screen until something interesting turns up.