Broadcasting Telecasting (Apr-Jun 1957)

ADVERTISERS AND AGENCIES limited fm schedule) are WTOP Washington, WBZ Boston and WLW Cincinnati. The sparkplug behind the move to go binaural is AA's agency, Lennen & Newell, New York. According to Sherry Heath, radio-tv account executive on the airline account, stereophonic concerts will do much to aid the cause of fm broadcasting on major market stations. Schick, Sperry-Rand Settle Out of Court AN out-of-court settlement of the lawsuit brought by Schick Inc. against the SperryRand Corp. [B*T, May 20] over a series of television commercials branded by Schick as "false and misleading" was reached Wednesday. Schick withdrew the complaint upon Sperry-Rand's agreement to withdraw the offending commercials from the air. In the complaint, filed May 13 in the Supreme Court of the State of New York, Schick contended that the commercials, sponsored by the Remington Division of Sperry-Rand, implied the plaintiff's "Lady Schick" was "rough and damaging to the skin." According to the complaint, the commercials in question identified the "Lady Schick" as a "competing shaver" with Remington's model. Then, the complaint continued, the commercial pictured another unidentifiable shaver that tore a lady's stocking— implying that the "Lady Schick" is damaging to the skin. After the filing of the complaint, a hearing was set for May 27, at which time Remington attorneys were to present their answer to the charges. Schick's agency is Benton & Bowles, and Remington-Rand's is Young & Rubicam, both of New York. BBDO Does More Revamping In Its Radio-Tv Department FURTHER reorganization of BBDO's radiotv department and realignment of the executive table of organization was announced last week by Charles H. Brower, general manager of the agency. Named tv account executive on the Lucky Strike programs and campaigns was Don Rowe, former radio-tv production head at BBDO, Hollywood. He fills the vacancy created last month by the elevation of Herminio Traviesas to vice president of radio-tv [B»T, May 6]. Mr. Traviesas, in turn, succeeded Robert L. Foreman, who moved up to overall radio-tv head, executive vice president and chairman of the plans board. Mr. Rowe's assistant in Hollywood, Robert Stefan, will move into the production job on the coast. John Hoagland, formerly head of overall tv-radio programming, has been assigned a new post, that of tv account executive on the Lever Bros, and General Mills accounts. The GM account previously had been serviced out of the BBDO Minneapolis office. Succeeding Mr. Hoagland will be George Polk, in charge of radio-tv planning, who also will assume Mr. Hoagland's programming responsibilities. Page 40 • May 27, 1957 Tribune' Forum Hears Agency-Client Points CLOSER working relationships between agencies and their clients and need for better communication of the corporate as well as brand image to consumers in all media emerged as key discussion topics at the Chicago Tribune's eighth annual advertising and distribution forum on marketing last week. A trend toward closer integration of the activities of advertisers and agencies was cited Tuesday by Clarence Hatch Jr., executive vice president, Campbell-Ewald Co., and Barton A. Cummings, president of Compton Adv. Inc. Moderator for the last of three panels was Vincent Bliss, president, Earle Ludgin & Co. Mr. Hatch noted Detroit agencies are expanding inwardly and outwardly — in terms of services provided and "extra-curricular" client activities. He described a "deeper and wider opportunity" for more creative work at marketing levels. Mr. Cummings stressed agencies and advertisers are "learning to work closer together as a close-knit, hardhitting marketing team." Hal Stebbins, president of Hal Stebbins LATEST RATINGS Tv Report for April 1957 TOP TEN NETWORK SHOWS 1. 2. 4. 5. 6. 7. 9. 10. Program / Love Lucy Perry Como $64,000 Question You Bet Your Life Chevy Show — Bob Hope Ed Sullivan Lawrence Welk Red Skelton I've Got A Secret Person To Person Program 1. / Love Lucy 2. Perry Como 3. Ed Sullivan 4. Chevy Show — Bob Hope 5. Lawrence Welk 6. $64,000 Question 7. You Bet Your Life 8. Disneyland 9. Jack Benny 0. Gunsmoke Ratings 48.8 42.3 42.3 39.8 38.7 37.4 37.2 37.2 35.1 34.7 Viewers 46,330,000 45,330,000 39,470,000 38,130,000 37,290,000 36,720,000 36,650,000 34,980,000 34,720,000 33,710,000 Copyright American Research Bureau Tv Report for Two Weeks Ending April 20 TOTAL AUDIENCE (HOMES-000) (t) Rank Rating 1. / Love Lucy 16,585 2. $64,000 Question 16,113 3. Chevy Show— Bob Hope 15,956 4. Perry Como Show 15,759 5. December Bride 14,855 BACKGROUND: The following programs, in alphabetical order, appear in this week's B»T tv ratings roundup. Information is in following order: program name, network, number of stations, sponsors), agency(s), day and time. Steve Allen (NBC-130) : participating sponsors, Sun. 8-9 pjn. Jack Benny (CBS-179): American Tobacco (BBDO), Sun. 7:30-8 p.m. Perry Como Show (NBC-137): participating sponsors, Sat. 8-9 p.m. Chevy Show— Bob Hope (NBC-144) : Chevrolet (C-E), Sun. 9-10 p.m. December Bride (CBS-184): General Foods (B&B), Mon. 9:30-10 p.m. Disneyland (ABC-178) : American Motors (Geyer), American Dairy (C-M), Derby Foods (M-E), Wed. 7:30-8:30 p.m. Ford Show (NBC-172) : Ford Motor Co. (JWT), Thurs. 9:30-10 p.m. Gunsmoke (CBS-162): Liggett & Myers (D-F-S), Remington Rand (Y&R), (al 6. Steve Allen Show 7. Disneyland 8. Gunsmoke 9. Shower of Stars 10. Ed Sullivan Show 14,698 14,580 14,384 14,384 13,991 AVERAGE AUDIENCE (HOMES-000) (t) Rank 1. / Love Lucy 2. $64,000 Question 3. December Bride 4. Gunsmoke 5. Chevy Show — Bob 6. Perry Como Show 1. I've Got a Secret 8. Millionaire, The 9. Ford Show 10. Red Skelton Show Ratings 15,877 14,934 13,637 13,519 Hope 13,401 13,087 12,851 12,812 12,497 12,065 TOTAL AUDIENCE (%)* 1. / Love Lucy 2. Chevy Show — Bob Hope 3. $64,000 Question 4. Perry Como Show 5. December Bride 6. Steve Allen Show 1. Disneyland 8. Gunsmoke 9. Shower of Stars 10. Ed Sullivan Show AVERAGE AUDIENCE (%)* 1. / Love Lucy 2. $64,000 Question 3. Gunsmoke 4. December Bride 5. Chevy Show — Bob Hope 6. Perry Como Show 1. I've Got a Secret 8. Millionaire, The 9. Red Skelton Show 10. Ford Show 43.3 42.2 41.9 41.7 38.9 38.7 38.2 38.2 38.0 36.9 41.5 38.9 35.9 35.7 35.5 34.7 33.9 33.7 33.5 32.5 (t) Homes reached by all or any part of the program, except from 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 1957 by A. C. Nielsen Company ternates), Sat. 10-10:30 p.m. I hove Lucy (CBS-162) : General Foods (Y&R), Procter & Gamble (Grey), (alternates), Mon. 9-9:30 p.m. I've Got A Secret (CBS-190) : R. J. Reynolds Tobacco Co. (Esty), Wed. 9:30-10 p.m. Lawrence Welk. (ABC-200): Dodge division of Chrysler Corp. (Grant), Sat. 9-10 p.m. The Millionaire (CBS-116): Colgate Palmolive Co. (Bates), Wed. 9-9:30 p.m. Person to Person (CBS-179): Amoco (Katz), Hamm Brewing (Campbell-Mithun), Time Inc. (Y&R), Fri. 10:30-11 p.m. Shower of Stars (CBS-173): Chrysler Corp. (M-E), Thurs. 8:30-9:30 p.m. $64,000 Question (CBS-178) : Revlon (BBDO), Tues. 10-10:30 p.m. Red Skelton Show (CBS-107) : Pet Milk (Gardner Adv.), S. C. Johnson & Son (FC&B), (alternates), Tues. 9:30-10 p.m. Ed Sullivan (CBS-174): Lincoln-Mercury (K&E), Sun. 8-9 p.m. You Bet Your Life (NBC-160) (BBDO), Toni (North), Thurs. 8-8:30 p.m. DeSoto (alternates), Broadcasting Telecasting