Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS & AGENCIES continued or of enhancing viewers' and readers' image of the product. Hugh M. Beville Jr., NBC planningresearch vice president, described the information shown by broadcast ratings. He lumped this information under the title, "audience measurement," listing such material as number of tv or radio homes, number of homes or viewers per month and per week on down to the number per commercial minute. He explained how cost-per1,000 calculations can be made for comparative purposes at any step in this progression. At its present state of refinement, Mr. Beville said, these measurements overshadow the potential value of an ABC for broadcasting. He added, "As much as we envy the comfortable life of newspapers which can base all of their selling and promotion on an analysis of ABC statements every six months, most broadcasters would not agree to exchange their program measurement service for a broadcasting ABC. And I doubt if any agencies or advertisers would make this swap. This does not mean that we would not like to have an ABC; it does mean that an ABC for broadcasting would be a complementary rather than a primary measurement." Seven-Up Drive Shows Trend From Spot to Network Radio-Tv Plans for a concerted "Seven-Up Airlift" promotion in network radio and tv on be PREVIEW screening of ABC's new Tombstone Territory (Wed. 8:30-9 p.m.) sponsored by Bristol-Myers through Young & Rubicam brought these six tv and advertising officials together. They are (1 to r) James T. Aubrey Jr., vice president in charge of programming, ABC-TV; Donald S. Frost, vice president in charge of products division advertising, Bristol-Myers; Joseph A. Moran, radio-tv vice president, Y&R; M. J. Rifkin, sales vice president, Ziv Television Programs; J. Brooks Emory Jr., vice president, Y&R, and Slocum Cbapin, vice president in charge of sales, ABC-TV. half of Seven-Up Co. have been set by its agency, J. Walter Thompson Co., accenting a continued trend away from spot broadcasting since last spring. Advertisement The November-December campaign for its soft drinks includes participations on CBS Radio's Amos 'ri Andy; NBC Radio's Pepper Young's Family, Bandstand, One Man's Family and My True Story; NBC-TV's Wagon Train and Tonight, and ABC-TV's Sugarfoot and American Bandstand. These buys supplement its alternate week sponsorship of Walt Disney's Zorro on ABC-TV, with American Bandstand as the largest single purchase (twelve 15-minute segments). The multi-network spread, starting in midNovember, represents a $300,000 expenditure. Until this past spring, when SevenUp dropped its syndicated Soldiers of Fortune on many of its 140 stations and picked up Zorro for the fall, a sizable part of its television budget ($1.2 million out of $1.5 million in 1956) was in spot tv. Filmed Soldiers of Fortune at one time represented an estimated $2 million total expenditures. Rochester Ad Agency Formed Gibson Adv., Rochester, N. Y., agency, has been formed by Lloyd B. and Lois Gibson. The firm will handle general retail and consumer accounts, specializing in production of radio and tv programs, commercials and films. Mr. Gibson has been commercial manager of WBBF Rochester and later was on the advertising sales staffs of WHAM and WROC-TV there. Mrs. Gibson has been with Wilkinson Adv., Rochester. BAR Reports Beer Tv Copy Trends Nine of the nation's 50 top breweries stress flavor and taste in their television commercials, eight say their beer is "lighter, brighter, sparkling," and seven claim their brew is "slowly aged," according to Broadcast Advertisers Reports, New York in its "Commercial Copy Guide" service. The guide reports trends in spot television copy and is published quarterly. The current report analyzes beer copy in 20 cities. Page 72 • October 21, 1957 Broadcasting _