Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS S AGENCIES continued BUSINESS BRIEFLY WHO'S BUYING WHAT, WHERE CHEER LEADING • Procter & Gamble (Cheer), Cincinnati, launching 13-week spot tv campaign in more than 60 markets using nighttime periods. Company also reported to be starting spot tv effort on same date for Spic 'n' Span in equal number of markets. Agency: Young & Rubicam, N. Y. SECRET SERVICE • Both client and agency are clamming tight on details, but new radio-tv spot campaign will start late this month or early November for "Product X" for Nestle Co., White Plains, N. Y. Dancer-Fitzgerald-Sample, N. Y., Nestle's Agency, currently is calling for availabilities. Campaign reportedly is set for four weeks, will hit northeast and middle west markets, plus Florida. SOUTHERN EXPOSURE • International Minerals & Chemicals Corp. (Potash Div.), Chicago, has purchased undisclosed number of southern markets for new rural farm tv series, Cross Country, being produced and distributed by division of Fred A. Niles Productions Inc., Chicago-Hollywood film firm. Agency: Aubrey, Finlay, Marley & Hodgson, Chicago. Other advertisers are being offered spot participations on "custommade network of tv stations" claimed to comprise about 30 million rural viewers. Stations will retain option to sell spots locally or through advertisers selecting own markets for half-hour film series to include spot news, features and some entertainment, plus narration by stations' tv farm directors. SPOT OF TEA • Salada Tea Co., Boston, breaking seven-week spot tv campaign Oct. 14 using limited number of stations in major markets, concentrating on daytime programming with one-minute and station-break announcements. Agency: Sullivan, Stauffer, Colwell & Bayles, N. Y. PEAK PERFORMANCE • Commercial Solvents Corp. (Peak anti-freeze), N. Y., is completing its buying of spot tv markets. Total of about 55 markets to be used with varying starting dates this month. Campaigns run about six weeks. Fuller & Smith & Ross, N. Y., is agency. TRAIN SCHEDULE • Grey Adv., N. Y., developing television campaign for Lionel Train Co., which will run tv spots in top 35 major markets, starting in November for Christmas promotion. PARLIAMENTARY PROCEDURE • Parliament cigarettes, N. Y., placing radio and television spot schedule starting Oct. 13 in about 20 markets. Contract is for at least 13 weeks, may be extended. Agency: Benton & Bowles, N. Y. SATURATION TEST • Miles California Co., Los Angeles, today (Monday) launches one-market experiment in use of saturation radio in selling cold remedy (Alka-Seltzer). This week, four stations in Fresno, Calif., will broadcast 145 radio announcements incorporating new "swallow away" theme being introduced nationally on tv. From then on, volume of spots each week will vary in accordance with weather conditions, schedule to be based on forecasts provided by Irving P. Krick Assoc. Campaign will run for nine weeks, pause for holidays and resume for another nine if results of first nine warrant. Wade Adv., L.A., is agency. Company also has started new film series, Harbor Command, half-hour a week of six west coast stations: KTTV (TV) Los Angeles, KFMB-TV San Diego, KRON-TV San Francisco, KSBW-TV Salinas, KGWTV Portland and KHQ-TV Seattle. SPOT FLIGHT • As expected, Northeast Airlines Inc., Boston, is taking to airwaves via spot, following change of agency from Chamber & Wiswell, Boston, to J. Walter Thompson Co., N. Y. JWT already is buying some spot radio markets all along northeast coast. READY TO GO • Norwich Pharmacal Co. (proprietary medicines, drugs), Norwich, Conn., to start television spot schedule using minutes and chain breaks effective Oct. 21 for six weeks in number of markets. Benton & Bowles, N. Y., is agency. REVVING UP • Johnson Motors (outboard motors), Waukegan, 111., has signed for three NBC-TV Bob Hope Show specials. Firm will co-sponsor show with U. S. Time Corp. (Timex) on Feb. 6 (Thurs., 8:30-9:30 p.m.), March 2 (Sun., 9-10 p.m.) and April 5 (Sat., 9-10 p.m.). Agencies are J. Walter Thompson, N. Y., for Johnson and Peck Adv., N. Y., for Timex. LEASE ON LIFE • Westinghouse Electric Corp., Pittsburgh, has renewed its sponsorship of Studio One (CBS-TV, Mon., 10-11 p.m.), for two years effective Jan. 1. Two year contract is "firm" and includes no options. Show may originate on West Coast, but no definite decision has been made yet by network or McCann-Erickson, N. Y., agency for Westinghouse. TONI TAKES TEMPLE • Toni Co. Div. of Gillette Co., Chicago, has signed to purchase one-minute participation in each of four Shirley Temple feature films to be carried on NTA Film Network on 63 stations starting Oct. 20. Agency is North Adv., Chicago. Films are incorporated in package called Holiday Special. With Ideal Toy Co. already signed for one-third sponsorship of package, five one-minute participations are open on each of the four telecasts. OUTBOARD ON BOARD • Evinrude Motors Div., Outboard Marine Mfg. Co., Milwaukee, has ordered participation schedule on NBC-TV's Today (Mon.-Fri., 7-10 a.m.), calling for total of 40 participations over 29 weeks starting Nov. 1 1 . Additionally, firm has ordered six pre-Christmass participations in network's Tonight. Agency is Cramer-Krasselt, Milwaukee. General Foods to Buy S.O.S. Co. General Foods Corp., White Plains, N. Y., will acquire the S. O. S. Co., Chicago, (scouring pad manufacturer), by Dec. 31, according to Charles G. Mortimer, G. F. president, and Charles Kendrick, S. O. S. president. George W. Brooks, vice president and general manager of S. O. S. operations, will continue to manage the business as a division of General Foods. S. O. S. agency is McCann-Erickson, New York. Chicago Agency to Expand Radio-Tv Burlingame-Grossman Adv., Chicago, plans an expansion of its radio-tv department in the wake of its acquisition of the staff and facilities of Ron Terry Productions, former agency specializing in broadcast media. S. W. Grossman, B-G president, announced four members of the account service staff of the Terry agency have joined his organization in similar capacity. They are Ron Terry, Walter Sherwood, Gloria Lynn and M. R. Rosen. BurlingameGrossman has several accounts but has not been too active in radio-tv media. HOW PEOPLE SPEND THEIR TIME THERE WERE 123,417,000 people in the U. S. over 12 years of age during the week Sept. 29-Oct. 5. This is how they spent their time: 67.5% ( 83,306,000) spent 1866.1 million hours watching television 53.8% ( 66,398,000) spent 934.2 million hours listening to radio 81.8% (100,955,000) spent 400.7 million hours reading newspapers 30.2% ( 37,272,000) spent 179.2 million hours reading magazines 25.3% ( 31,225,000) spent 371.6 million hours watching movies on tv 29.2% ( 36,005,000) spent 150.0 million hours attending movies These totals, compiled by Sindlinger & Co., Ridley Park, Pa., and published exclusively by Broadcasting 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 dally 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 38 • October 14, 1957 Broadcasting