Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS & AGENCIES continued AIDS NEW BRANDS Television is making it easier for new advertisers to capture significant portions of an established brand market, according to Schwerin Research Corp., and there no longer is any such thing "as a product field in which the sales leader is really safe." A new Schwerin study lists tv and new-product ingenuity as the two principal factors in dislocating the established order in marketing, citing as examples the upheaval in the status quo caused by Revlon, Chrysler and filter cigarettes. Schwerin reported that in one case an unspecified beauty product three years ago "owned" more than half of the total market for its type of product, but since then it has lost significant portions to new competitors which marketed different or more handy products. want to 'lecture' to the point of causing resentment on the part of the very people we are trying to woo." Thus, Burnett arrived at the "voice of conscience" technique, whereby the individual portrayed in the spots literally talks himself into switching from coffee to tea. This way, he said, Burnett has avoided the possibility of causing resentment by employing an "outsider" to hammer the theme home. Charles E. (Ned) Midgley, 51, V.P. at Ted Bates & Co., Dies Charles E. (Ned) Midgley Jr., 51, vice president, Ted Bates & Co., New York, died at his home Tuesday. Mr. Midgley had been with the agency since 1950 as manager of the television and radio media department. He was named vice president last August. Before joining the agency he was with CBS nine years and was sales service man MR. MiDGtEY ager when he re signed from the network to join Ted Bates & Co. Prior to joining CBS he was with BBDO as sales service manager. In 1948 Mr. Midgley published a book, The Advertising and Business Side of Radio. Surviving are his wife, Mrs. Margaret Murray Midgley, and two sons, Charles E. Midgley III and Frank Murray Midgley. Funeral services were held Friday. Broadcast Media Get $3 Million Of American Dairy Assn. Budget The executive committee of the American Dairy Assn. has approved a record consumer advertising budget of $5.1 million for 1958, with 60% to be siphoned off to broadcast media. The action was taken by the executive committee at its meeting the past fortnight in Tulsa, Okla. The expanded program, which includes planning for individual product campaigns for the first time, will be built around an expanded total budget of $6.9 million. Of the $5.1 million to be set aside for consumer media, tv is expected to get $2.8 million and radio about $200,000. American Dairy's agency is Campbell-Mithun Inc., Chicago. The organization currently sponsors The Perry Como Show on NBC-TV in 160 markets and Screen Gems' Casey Jones participating film series in 18 markets, and has a current 52-week schedule of staggered participations on NBC Radio during daytime hours. Presto Offers to Buy Tv Spots From Stations Carrying Film National Presto Industries (electric houseware, cookers), Eau Claire, Wis., is dangling one-minute spot time buys in front of some 75 tv stations as bait in return for carrying new 12-minute "public service" films. Distribution and arrangements for time are being handled through Public Service Network, Princeton, N. J., and Donahue & Coe, Chicago agency which handles the account. The films and spots were completed by Fred A. Niles Productions, Chicago, for showing from mid-October through midDecember. The one-minute announcements allow for a 10-second tag for local dealers around the film, titled, "She Wears 10 Hats." The conditional spot buys are part of an overall $500,000 media campaign — the same amount claimed to have been spent by Presto on tv alone last year. Presto also is buying separate 60-second spots outright (with no strings attached) on stations in 15 or 16 major cities to run for 10 Weeks, according to an agency spokesman. Future plans are to distribute the 12-minute public servicepublic relations film to 125 other tv stations, on the same time for film basis, between January and October 1958. The film does not mention Presto specifically but promotes kitchen appliances. Trendex to Offer 'Depth' Data As Service to Tv Advertisers Trendex Inc., New York, last week announced it is offering a new service, supplementing its regular tv ratings, whereby television advertisers will be provided "depth information by categories on network audiences." Called the Tv Advertisers' Report, the service will be issued every two months as contrasted with the tv rating report which is offered on a monthly basis. The new report will cost rating subscribers $100 per issue and non-subscribers $150. The first issue will be mailed Nov. 22. Edward G. Hynes Jr., president of Trendex, commented: "Until now it has been difficult for the advertiser or the agency handling the account to know enough really of the people who make up his audience. Indeed, the only way he can know is to conduct a special survey directed at sex, selectivity and product identification breakdowns. These are expensive and, perhaps, therefore, infrequent. The new Trendex plan will offer just these features on a regular report basis, offering current figures, comparative program type figures and the opportunity to study trends." The Television Advertisers' Report, based on coincidental telephone interviewing in the 15 Trendex markets, will contain the following information: Sponsorship identification indexes for both daytime and evening programs, listing percentages for viewers who correctly identify, misidentify or don't know the sponsor or any of his products; audience composition indexes for daytime and evening, broken down for time period and individual programs, showing averages of men, women, children and total viewers per set; program selectivity indexes for evening programs, showing which member or members of the family actually chose the particular program being viewed; general average table for all network evening programs by type, showing two-month averages for ratings, sponsor identification, audience composition and program choice. HOW PEOPLE SPEND THEIR TIME THERE WERE 123,262,000 people in the U. S. over 12 years of age during the week Sept. 22-28. This is how they spent their time: 67.3% ( 82,955,000) spent 1,800.1 million hours watching television 54.1% ( 66,685,000) spent 980.3 million hours listening to radio 82.8% (102,061,000) spent 404.8 million hours reading newspapers 29.4% ( 36,239,000) spent 160.7 million hours READING MAGAZINES 24.9% ( 30,692,000) spent 393.9 million hours watching movies on tv 32.9% ( 40,505,000) spent 169.4 million hours attending movtes These totals, compiled by Sindlinger & Co., analysts, Ridley Park, Pa., and published exclusively by B«T each week, are based on a 48-state, random dispersion sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "Activity" report, from which these weekly figures are drawn, furnishes comprehensive breakdowns of these and numerous other categories, and shows the duplicated and unduplicated audiences between each specific medium. Copyright 1957 Sindlinger & Co. • All figures are average daily tabulations for the week with exception of the "attending movies" category which is a cumulative total for the week. Sindlinger tabulations are available within 2-7 days of the interviewing week. Page 46 • October 7, 1957 Broadcasting • Telecasting