Broadcasting Telecasting (Jan-Mar 1956)
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ADVERTISERS & AGENCIES
LATEST RATINGS
Wanamaker Buy Brings 'Window7 Sales to Four
JOHN WANAMAKER, a leading department store in Philadelphia, last week signed for a Window program on WRCV-TV, the NBCowned station in the Quaker city, for 13 weeks, effective March 19.
This new sponsorship brought the total of stores backing the five-minute, shopping news shows telecast in color, to four, according to Charles R. Denny, vice president in charge of NBC-owned stations and NBC Spot Sales. The renewal of Bergdorf Goodman (women's fashions and specialty department store) for two weeks on WRCA-TV New York also has been announced.
The Wanamaker Window will be slotted 2:55-3 p.m. EST on Monday, Tuesday, Thursday and Friday, with the Wednesday show set at 2:25-2:30 p.m. EST. The station's "weather girl," Judy Lee, will be the hostess. Agencv is Richard A. Foley Adv., Philadelphia. The Hecht Co., department store, Washington, D. C, sponsors Window on WRC-TV Washington. Gimbel Bros, sponsors Window on WRCA-TV.
Bergdorf-Goodman initially purchased the five-minute, color program Feb. 13 on an experimental basis to determine tv's ability to sell high fashions and special merchandise.
According to WRCA-TV, Bergdorf Goodman's management "was especially pleased at receiving customer inquiries about an item which had been displayed, but not specifically mentioned ... on one of the Window programs."
H&R Seminar April 3
HILTON & R1GGIO, New York agency, last week set April 3 for its third annual seminar on new product introduction. Among the speakers slated are George Abrams, vice president in charge of advertising, Revlon Products Corp.; Royal Little, chairman, Textron American Inc.; Edwin De Mesquita, vice president, American Safety Razor Co.
ARB
Top 10 Network Tv Programs, Feb. 1-7
Rating
1.
$64,000 Question (CBS)
57.0
2.
Ed Sullivan (CBS)
54.9
3.
1 Love Lucy (CBS)
52.5
4.
You Bet Your Life (NBC)
46.8
5.
Perry Como (NBC)
44.2
6.
December Bride (CBS)
40.0
Disneyland (ABC)
40.0
I've Got a Secret (CBS)
40.0
9.
Big Surprise (NBC)
39.0
10.
Godfrey's Talent Scouts (CBS)
38.1
Viewers
1.
Ed Sullivan (CBS)
52,800,000
2.
Perry Como (NBC)
45,450,000
3.
564,000 Question (CBS)
44,0 JU,UUU
4.
1 Love Lucy (CBS)
41,060,000
5.
Disneyland (ABC)
40,370,000
6.
You Bet Your Life (NBC)
38,840,000
7.
Big Surprise (NBC)
M £ Af\ AAA
Jz,04U,UUU
8.
George Gobel (NBC)
32,040,000
9.
December Bride (CBS)
31,540,000
10.
Dragnet (NBC)
31 ,390,000
Copyright by American Research
Bu r go u
NIELSEN \
Top Television Programs
Two Weeks Ending Feb. 4
Number of Tv Homes Reached
000)
f Total Audience
Rank
Rating
1.
1 Love Lucy (CBS)
18,638
2.
64,000 Dollar Question (CBS)
17,936
3.
Disneyland (ABC)
17,164
4.
Ed Sullivan Show (CBS)
16,462
5.
Sunday Spectacular (NBC
15,514
6.
Perry Como Show (NBC)
14,812
7.
You Bet Your Life (NBC)
14,426
8.
December Bride (CBS)
14,286
9.
Dragnet (NBC)
14,145
10.
G. E. Theatre (CBS)
13,233
y. Average Audience
Rank Rating
1. I Love Lucy (CBS) 17,901
2. 64,000 Dollar Question (CBS) 16,883
3. Disneyland (ABC) 14,847
4. You Bet Your Life (NBC) 13.619
5. Ed Sullivan Show (CBS) 13,549
6. December Bride (CBS) 13,478 Dragnet (NBC: 13,478
8. The Millionaire (CBS) 12,215
9. Perry Como Show (NBC) 12,145 10. G. E. Theatre (CBS) 12.004
Percent of Tv Homes Reached*
i Total Audience
Rank
Rating
1.
1 Love Lucy (CBS)
54.9
2.
64,000 Dollar Question (CBS)
53.2
3.
Disneyland (ABC)
50.6
4.
Ed Sullivan Show (CBS)
49.4
5.
Sunday Spectacular (NBC)
45.5
6.
Perry Como Show (NBC)
44.6
7.
December Bride (CBS)
42.4
8.
You Bet Your Life (NBC)
AO O
9.
Dragnet (NBC)
41 .1
10.
G. E. Theatre (CBS)
% Average Audience
39.7
Rank
Rating
1.
1 Love Lucy (CBS)
52.7
2.
64,000 Dollar Question (CBS)
50.0
3.
Disneyland (ABC)
43.7
4.
Ed Sullivan Show (CBS)
40.6
5.
December Bride (CBS)
40.0
6.
You Bet Your Life (NBC)
39.9
7.
Dragnet (NBC)
39.2
8.
The Millionaire (CBS)
36.8
9.
Perry Como Show (NBC)
36.6
10.
G. E. Theatre (CBS)
36.0
t Homes reached by all or any part of the program, except for homes viewing only 1 to 5 minutes.
% Homes reached during the average minute of the program.
* Percented ratings are based on tv homes within reach of station facilities used by each program. Copyright 1956 by A. C. Nielsen Co.
VIDEODEX
TOP 10 PROGRAMS Feb. 1-7, 1956
Homes
Name of Program
Cities
%
1.
The S64.000 Question (CBS)
163
36.3
2.
George Gobel (NBC)
164
34.5
3.
Dragnet (NBC)
167
33.1
4.
Ed Sullivan Show (CBS)
149
32.5
5.
Climax (CBS)
131
32.2
6.
1 love Lucy (CBS)
155
31.3
7.
Bob Hope (NBC)
159
30.8
8.
Disneyland (ABC)
181
30.2
9.
Red Skelton (CBS)
92
30.1
10.
Perry Como (NBC)
118
29.9
Tv Homes
Cities
(OOO's)
1.
The $64,000 Question (CBS)
163
13,552
2.
George Gobel (NBC)
164
12,267
3.
Dragnet (NBC)
167
1 1 ,949
4.
Ed Sullivan Show (CBS)
149
1 1,771
5.
Disneyland (ABC)
181
1 1,591
6.
1 Love Lucy (CBS)
155
11,089
7.
Bob Hope (NBC)
159
10,852
8.
Climax (CBS)
131
10,711
9.
The Honeymooners (CBS)
156
10,564
10.
You Bet Your Life (NBC!
156
10,520
Copyright, Videodex Inc.
Mrs. Tucker's Plans Expansion
ANDERSON, CLAYTON & Co. (Mrs. Tucker's foods), Dallas, announced Thursday that as part of its large-scale expansion in the packaged foods field, it would change the name of its Mrs. Tucker's products division to Anderson, Clayton & Co. Foods Div.
Anderson. Clayton & Co., reportedly the world's largest merchandiser of cotton and processor of edible oil products with $750 million annual sales, also announced it had appointed three new agencies to handle several, as yet unannounced, food products. They are: Paris & Peart, New York, D'Arcy Adv. and McCann-Erickson. both Dallas. Crook Adv., Dallas, will continue to handle Mrs. Tucker's shortening, salad oil and Meadolake margarine.
Harrell Mulls Job Offers
CHARLES HARRELL, who resigned as supervisor of television productions at Lennen & Newell, New York, after publication of a speech he made at a Guild Films forum [B«T. Feb. 13], last week was reportedly considering several job offers. He was expected to announce a decision soon.
Mr. Harrell's speech, delivered at a careerplanning forum sponsored by the film company at New York U., was presented in text form in B»T under the title, "Man on a Gray Flannel Couch."
Puppy Contest Makes Ipana Smile
THESE are "dog days" (but happy days) on television for the Bristol-Myers Co., New York.
For the five Thursdays preceding Feb. 23, Bristol-Myers, on behalf of Ipana, conducted a "Name the Puppy" contest as part of its sponsorship of a 15-minute segment of ABC-TV's Mickey Mouse Club, (Thurs., 5-6 p.m. EST). To the surprise of B-M, the contest created such enthusiasm that entries were expected to attain the six figure mark by the contest deadline.
Richard K. Van Nostrand. B-M's advertising manager, was "amazed" by the flood of returns, saying he had expected about onehalf of the entries, and adds:
"This is by far one of the most successful contests we have ever run for Ipana."
Recently Bristol-Myers suggested to its agency, Doherty, Clifford, Steers & Shenfield, New York, that a contest for Ipana be run on Mickey Mouse Club. Agency officials hit upon "a boy and his dog" motif, reasoning that youngsters (girls as well as boys) love dogs.
The task of crystallizing this concept fell to the Ipana account group at DCS&S, headed by Joel Jacobson, vice president and supervisor, and John Kennedy, account ex
ecutive. They huddled in several "brainstorming" sessions and came up with a "Name the Puppy" contest.
On each Ipana segment of Mickey Mouse Club (5:30-5:45 p.m. EST). DCS&S runs a film commercial of Lady, star of Walt Disney's cartoon feature. "Lady and the Tramp." Viewers are asked to submit a one-word name for a male puppy that looks like Lady. The only other requirement for entering the contest was to enclose an Ipana carton of any size.
The magnet of the contest, according to DCS&S officials, was that it is simple and offered prizes that children cherish: 100 cocker spaniel male puppies.
Following the end of the contest on Feb. 29, the Reuben H. Donnelly Corp., New York, has been examining all entries to select the winners. They will receive health certificates and American Kennel Club registration and pedigree papers, along with their eightweeks old pups. Any child, if he so desires, may choose the alternate prize of a Schwinn bicycle.
B-M officials feel it is too early to pinpoint the exact impact of the contest on Ipana sales, but reasonably believe that some of the expected contestants were sold through "puppy-love."
Broadcasting • Telecasting
March 5, 1956 • Page 39