Broadcasting Telecasting (Oct-Dec 1957)

Air France's $600,000 From Buchanan to BBDO The airline "shuttling service" between agencies continued last week as Compagnie Nationale Air France, a $600,000 account of which $70,000 is in radio-tv, decided to leave Buchanan & Co. for BBDO, both New York. Air France will land at BBDO Jan. 1 . The French airline made its first use of television spot late in September when it purchased a three-week campaign of 10second announcements in New York and Chicago on behalf of the new Lockheed 1649 "Jetstream" airliner. For some six years, Air France in cooperation with the French government tourist office had been participating in various WQXR New York good music programs, with the tab split 50-50. This past spring, Air France enlarged its radio allocations by buying seasonal spot drives in Boston and Chicago as well as New York. Air France, according to Henri J. Lesieur, general manager for the company's North, Central American & Caribbean division, is thinking of "extensive expansions" as it anticipates the "coming jet age." The airline already has made a capital investment of some $120 million in purchasing 17 Boeing "707" intercontinental jet airliners. These will be used on Air France's trans-Atlantic hops and will probably become the subject of sharply increased radio-tv advertising over the next two years. The airline currently uses Caravel jets in Europe and the Near East, and holds title to "the world's largest airline" by virtue of its globe-spanning routes. It intends to become bigger still with the inauguration of "707" flights out of New York late in 1959, and it is estimated that the account by then will bill $1.5 million. Unlike the KLM switch, which saw a consolidation of agencies under one roof, the Air France move will affect only one agency, for the Air France's Mexican advertising activities will be retained by McCannErickson International and its Canadian activities by Canadian Adv., Montreal. It was understood that Albert D. Van Brunt, account supervisor on Air France at Buchanan & Co., had been asked by the client to make the switch to BBDO but had declined. He will leave Buchanan at the end of the year and will make known his future plans at a later date. Mr. Van Brunt may be credited with placing Air France in broadcasting. Before joining Buchanan in 1951, he was Air France's first advertising director in New York, joining the firm in 1947. New York Life Insurance Co. Sets 8-Week Tv Test Campaign In its first use of television on a regular basis, the New York Life Insurance Co., New York, will launch an eight-week campaign of the medium on WJAR-TV and WPRO-TV Providence, R. L, to test the medium for possible use in the future. The agency is Compton Adv., New York. New York Life will invest about $25,000 in the test campaign, using about ten announcements per week on each station. Copy will be slanted toward the male audience, seeking to persuade viewers to write for a booklet, "How Much Insurance Is Enough." A company spokesman said this is the first use of tv to advertise the company's service, but on occasions in the past, New York Life has used the medium to announce the opening of a branch office in a particular locality. In 1956, New York Life allocated its $2.6 million budget to print media. The Television Bureau of Advertising was instrumental in setting up the test campaign. As far back as February 1955 the bureau has held talks with New York Life officials as part of its continuing effort to broaden the base of television advertisers. Halsey V. Barrett, TvB national sales account executive, participated in discussions with officials of New York Life and other insurance companies and recently spoke before a meeting of the Life Insurance Advertisers Assn. in Philadelphia. VIDEODEX TOP 10 NETWORK PROGRAMS Tv Report for Oct. 1-7 Rank Percent Tv Homes 1. Bob Hope 28.8 2. I've Got a Secret 27.9 3. Ed Sullivan 27.5 4. Gunsmoke 26.9 5. Climax! 26.7 6. $64,000 Question 26.2 7. Perry Como 26.1 8. Dragnet 25.7 9. Cavalcade of Sports 25.5 10. Danny Thomas 24.8 Rank No. Tv Homes (000) 1. Bob Hope 9, mi 2. I've Got a Secret 9,566 3. Ed Sullivan 9,323 4. $64,000 Question 8,970 5. Climax! 8,947 6. Gunsmoke 8,847 7. Dragnet 8,708 8. Perry Como 8,655 9. Cavalcade of Sports 8,368 10. Danny Thomas 8,266 Copyright Videodex Inc. PULSE TOP 10 NETWORK PROGRAMS Tv Report for September Once-A-Week Rating Rank Sept. Aug. 1. Gunsmoke 28.4 30.1 2. Ed Sullivan 28.0 21.8 3. Playhouse 90 26.9 23.2 4. Climax! 26.7 21.3 5. Alfred Hitchcock 26.1 22.0 6. GE Theatre 25.4 18.0 7. Studio One 25.1 22.2 8. $64,000 Challenge 24.0 9. $64,000 Question 23.7 21.6 9. Twenty-One. 23.7 21.7 10. I've Got a Secret 22.2 19.5 11. Best of Groucho 21.3 12. What's My Line? 21.3 22.1 13. Father Knows Best 21.1 14. Lawrence Welk 21.0 18.5 15. Godfrey's Talent Scouts 20.9 18.0 16. Julius La Rosa 20.9 19.8 17. Steve Allen 20.7 18. Burns & Allen 20.4 19. Disneyland 20.0 20. Miss America Pageant 30.1 Multi-Weekly Rating Rank Sept. Aug. 1. Mickey Mouse Club 11.6 10.8 2. Queen For A Day 9.6 8.6 3. CBS-TV News 8.9 7.6 4. Guiding Light 8.4 7.9 5. Search for Tomorrow 8.3 7.8 6. Art Linkletter 8.2 7.3 7. Captain Kangaroo 7.7 8. Arthur Godfrey 7.6 6.7 9. Love of Life 7.5 7.1 10. Modern Romances 7.3 10. The Price Is Right 7.3 Copyright The Pulse Inc. BACKGROUND: The following programs, in alphabetical order, appear in this week's Broadcasting tv ratings roundup. Information is in following order: program name, network, number of stations, sponsor, agency, day and time. Steve Allen (NBC-130) : participating sponsors, Sun. 8-9 p.m. Best of Groucho (NBC-178) : Toni (North), De Soto (BBDO), Thurs. 8-8:30 p.m. Burns & Allen (CBS-114) : Carnation Co. (Erwin, Wasey, Ruthrauff & Ryan), B. F. Goodrich (BBDO), Mon. 8-8:30 p.m. Captain Kangaroo (CBS-various): participating sponsors, Mon.-Fri. 8-9 a.m. Cavalcade of Sports (NBC-171): Gillette (Maxon), Fri. 10 p.m. -conclusion. CBS News (CBS-154) : participating sponsors, Mon.-Fri. 7:30-7:45 p.m. Climax! (CBS-195) : Chrysler Corp. (M-E), Thurs. 8:30-9:30 p.m. Perry Como Show (NBC-163): participating sponsors, Sat. 8-9 p.m. Disneyland (ABC-175) : American Motors (Geyer), American Dairy (CampbellMithun), Derby Foods (M-E), Wed. 7:308:30 p.m. Dragnet (NBC-167): Schick (Warwick & Legler), Liggett & Myers (M-E) alternating, Thurs. 8:30-9 p.m. Father Knows Best (NBC-105) : Scott Paper (JWT), Wed. 8:30-9 p.m. GE Theatre (CBS-154): General Electric (BBDO), Sun. 9-9:30 p.m. Arthur Godfrey (CBS-121): participating sponsors, Mon. -Thurs. 10-11:30 a.m. Godfrey's Scouts (CBS-165): Lipton (Y&R), Toni (North), Mon. 8:30-9 p.m. Guiding Light (CBS-118) : Procter & Gamble (Compton), Mon.-Fri. 12:45-1 p.m. Gunsmoke (CBS-161): Liggett & Myers (D-F-S), Remington Rand (Y&R) alternating, Sat. 10-10:30 p.m. Alfred Hitchcock (CBS-145): Bristol-Myers (Y&R), Sun. 9:30-10 p.m. Bob Hope Show (NBC-139) : U. S. Time Corp. (Peck), Sun., Oct. 6, 9-10 p.m. I've Got A Secret (CBS-198): R. J. Reynolds (Esty), Wed. 9:30-10 p.m. Julius La Rosa (NBC-156): participating sponsors, Sat. 8-9 p.m. Art Linkletter (CBS-114): participating sponsors, Mon.-Fri. 2:30-3 p.m. Love Of Life (CBS-160): American Home Products (Bates), Mon.-Fri. 12:15-12:30 p.m. Mickey Mouse Club (ABC-94): participating sponsors, Mon.-Fri. 5-6 p.m. Miss America Pageant (CBS-131): Philco (BBDO), Sat., Sept. 7, 10:30-12 p.m. Modern Romances (NBC-55): participating sponsors, Mon.-Fri. 4:45-5 p.m. Playhouse 90 (CBS-134) : participating sponsors, Thurs. 9:30-11 p.m. Queen For A Day (NBC-152) : participating sponsors, Mon.-Fri. 4:30-5 p.m. Search For Tomorrow (CBS-132): Procter & Gamble (Burnett), Mon.-Fri. 12:3012:45 p.m. $64,000 Challenge (CBS-117): P. Lorillard (Y&R), Revlon (BBDO), Sun, 10-10:30 p.m. $64,000 Question (CBS-180): Revlon (BBDO), Tues. 10-10:30 p.m. Studio One (CBS-100) : Westinghouse Electric Corp. (M-E), Mon. 10-11 p.m. Ed Sullivan (CBS-174): Mercury (K&E), Eastman Kodak (JWT), Sun. 8-9 p.m. The Price Is Right (NBC-118): participating sponsor, Mon.-Fri. 11-11:30 a.m. Danny Thomas (CBS-158): General Foods (Benton & Bowles), Mon. 9-9:30 p.m. Twenty-One (NBC-150) : Pharmaceuticals Inc. (Kletter), Mon. 9-9:30 p.m. Lawrence Welk (ABC-200) : Dodge Div. of Chrysler Corp. (Grant), Sat. 9-10 p.m. What's My Line? (CBS-157): Helene Curtis (Ludgin), Remington Rand (Y&R), Sun. 10:30-11 p.m. Broadcasting November 11, 1957 • Page 29