Broadcasting Telecasting (Jan-Mar 1956)

ADVERTISERS & AGENCIES IN CHICAGO TV WHOSE COMMERCIALS GET MOST EXPOSURE? Hooper Index of Broadcast Advertisers (Based on Broadcast Advertisers Reports' monitoring) THE NATIONAL (NETWORK) INDEX Hooper Index Network Total Commercial of Broadcast Rank Product & Agency Shows Stations Units Advertisers 1. Colgate Dental Cream (Ted Bates) 8 o o n 1 2/, 1 1 73 1 2.1 2. Ipana (Doherty, Clifford, Steers & Shenfield) 1 o / 4/3 1 1 z 3. Gleem (Compton) 7 9 7 'A inn 4. Pepsodent (Foote, Cone & Belding 4 n A A H / I 5. Kolynos (Grey) 4 2 A 35 6. Crest (Benton & Bowles) 1 1 i 1/ 1 73 o ^ 24 7. Ammident (Harry B. Cohen) (P) 1 3 20 8. Dr. Lyon's Tooth Powder (Dancer Fitzgerald-Sample) 1 1 1 A *+ THE CHICAGO INDEX (NETWORK PLUS SPOT) Hoonpr Index Network Total Commercial of Broadcast Rank Product & Agency Shows Stations Units Advertisers 1. Colgate Dental Cream (Ted Bates) 8 3 17% 160 2. Ipana (Doherty, Clifford, Steers & Shenfield) 1 2 4'/3 127 3. Gleem (Compton) 7 2 8'/3 97 4. Pepsodent (Foote, Cone & Belding) 4 3 9 89 5. Ammident (Harry B. Cohen) (P) 2 11 69 6. Crest (Benton & Bowles) 1 1 3'/3 43 7. Dr. Lyon's Tooth Powder (Dancer Fitzgerald-Sample) 1 2 9 37 8. Kolynos (Grey) 4 2 4 17 (P)— Participations, as distinguished from sponsorships. The Hooper Index of Broadcast Advertisers is a measure of the extent to which a sponsor's commercials are seen or heard. Each commercial is assigned a number of "commercial units," according to its length.* This number is then multiplied by the audience rating attributed to that commercial.** When each commercial has thus been evaluated, the results for all commercials of each sponsor are added to form the HIBA. For further details of preparation, see the basic reports published by C. E. Hooper Inc., Broadcast Advertisers Reports Inc. and American Research Bureau Inc. Above summary is prepared for use solely by Broadcasting • Telecasting. No reproduction permitted. • "Commercial Units": Commercials are taken from the monitored reports published by Broadcast Advertisers Reports Inc. A "commercial unit" is defined as a commercial exposure of more than 10 seconds but usually not more than one minute in duration. Four "commercial units" are attributed to a 30-minute program, and in the same proportion for programs of other lengths. A "station identification" equals one-half "commercial unit." ** Audience ratings for television, both national and local, are those published by American Research Bureau Inc. Those for radio are the ratings of C. E. Hooper Inc. In the case of station breaks the average of the ratings for the preceding and following time periods is used wherever feasible; otherwise, the rating is that of either the preceding or following time period, normally the preceding. In the above summary, monitoring occurred Jan. 16-22, 1956. Reynolds Buys Sat. Night Show As Four Sign for CBS Radio R. J. REYNOLDS Tobacco Co. (Camel, Winston cigarettes), Winston-Salem, N. C, was reported last week to have signed with CBS Radio for a new 30-minute Saturday show, Rock 'n Roll Party with disc-jockey Alan Freed and Count Basie's orchestra, beginning on or about March 24. Meanwhile, CBS Radio has picked up the following in new business: D-Con Co. (insecticides), Chicago, with participating sponsorship of the Galen Drake program (Sat., 10-11 a.m. EST) through Arthur Meyerhoff & Co., Chicago, reportedly D-Con's first use of network radio; Brown & Williamson Tobacco Co. (Raleigh cigarettes) a segment of the Edgar BergenCharley McCarthy show (Sun., 7-8 p.m. EST), and participating sponsorship of the network's coverage of the Kelly-Rainier wedding ceremony by Lanvin Parfums, through North Adv., Chicago, and Lettuce Inc. (C-7 lettuce growers), through John Cohan Adv., Salinas, Calif. Glynn Takes Top Prize In WNCT Rating Contest THOMAS J. GLYNN, J. Walter Thompson Co., took the top prize of $250 offered by WNCT Greenville, N. C, by coming the closest to guessing the station's top Pulse rating in any quarter hour. Mr. Glynn's guess was 56.9, while the actual rating was 54.5, taken Feb. 27. Winners were feted March 7 at a special party in the New York offices of John E. Pearson Co., WNCT's representative. Second and third winners, for cash prizes of $125 and $75, were Bill Murphy, Benton & Bowles, New York, and William J. Stenson, CampbellMithun, Minneapolis, respectively. Other winners included Charles F. Theiss, Ted Bates & Co., New York; Edmond C. Semel, Compton Adv., New York; Watts Wacker, D. P. Brother, Detroit; Tom Carson, Compton Adv., New York; Nick Wolf, Leo Burnett, Chicago; Gerald Eckhardt, Cargill & Wilson, Richmond, Va., and Charles Willard, McCann-Erickson, New York. Agency people throughout the country were invited to take part. L W. Ramsey Adds Accounts SIX NEW ACCOUNTS have been secured by the L. W. Ramsey agency, Davenport, Iowa, and Chicago, according to A. C. Naeckel, president. They are Arcady Farms Milling Co., Chicago (poultry and livestock feeds); Baker Brothers, Toledo, Ohio (industrial tools); Eagle-United food shopping centers, headquarters in Moline, 111.; M. A. Ford Mfg. Co., Davenport (rotary files); Iowa-Illinois Gas & Electric Co., headquarters in Davenport (public utilities), and Jelsert Co., Chicago (desserts and powdered drinks). Ayer Moves Rowe to N. Y. PAUL E. ROWE, media planning supervisor, N. W. Ayer & Son, Philadelphia, has transferred to the agency's New York office on the Plymouth account. Other changes announced by the agency last week: Alexander J. Randall, from radio-tv traffic to radio-tv timebuying, New York; Sol Israel, Madeline Morrison and Isabel V. Ziegler, all former Biow-Beirn-Toigo (now The Biow Co.) timebuyers, to similar capacities in Ayer's New York office. Page 38 • March 19, 1956 BPS Paints Tv Promotion Set PATTERSON-SARGENT Co. (BPS paints), Cleveland, will make its network tv debut April 13 with a special spring promotion participation on NBC-TV's Tonight. The campaign will be on 50 NBC-TV affiliates in the East and Midwest. The paint firm also will add two April-May local tv spot campaigns. Effective April 23, it will launch a three-timesa-week, 10week tv spot campaign on KXJB-TV Fargo (Valley City), N. D., while renewing, effective April 4, a 10-week participation contract on KMBC-TV Kansas City's Happy Home program. The agency for Patterson-Sargent is D'Arcy Adv., Cleveland. ARB's Regular Surveys Expanded to 100 Cities THE American Research Bureau announced last week that it has added 30 cities to the regular 70 cities surveyed in its television research. ARB said the cities would be added to the reports to subscribers at no extra cost. ARB, which started its studies six years ago in three cities, now has offices in New York, Washington and Los Angeles; a research and tabulation center in College Park, Md., and research staffs in 505 metropolitan areas. Last month ARB issued its 1956 "A-to-Z" survey covering 225 medium to small tv markets across the nation [B»T, Feb. 20]. Broadcasting • Telecasting