Broadcasting Telecasting (Oct-Dec 1957)

E. P. H. JAMES E. P. H. (Jimmy) James has been a vice -president of A. C. Nielsen Co., Chicago, since 1954 and in 1956, with affiliate A. C. Nielsen Co. Ltd., set up a sales promotion and research department for the independent Granada Tv Network, program contractor, which programs commercial television in the Northern Area of England. He also helped a committee representing all British program contractors to develop Britain's first industry-wide trade promotion for commercial tv and made pitches in behalf of independent tv to key British advertising agencies. Mr. James was sales promotion manager of NBC from 1927-41 and in 1935 formed a research section in NBC's promotion department to make the first organised advertising study of tv. After war service as an Air Force intelligence officer he served as sales operations manager and vice president of MBS from 1945-49. monthly expenditures on British tv since the start of the commercial service. 1955 September $571,127 October 1,773,077 November 1,707,921 December 1,734,174 1956 January $1,387,730 February 1,622,353 March 2,192,503 April 1,864,898 May 2,656,483 June 2,624,627 July 2,617,946 August 2,406,236 September 3,156,454 October 4,958,713 November 5,761,375 December 5,126,007 1957 January $5,328,912 February 5,564,921 March 7,318,525 April 6,877,525 May 7,724,012 June 6,127,069 July 5,265,579 August 4,379,704 September 7,269,320 To judge by the September figures, British advertisers are now spending at the rate of about £.30 million a year on television. At the official exchange rates this is somewhat less than $90 million a year — but this is distinctly not small potatoes when compared with our own television advertising bills just a few years ago. What is even more to the point, the general price level in England is much lower than here. For $90 million will buy a great deal more of the necessities of life, including advertising. In fact, $90 million represents about 8% of the current total national advertising expenditures in Great Britain. After 10 years of advertising on television in the U. S., the medium has just exceeded a 12% share of the total advertising budget. In 1949, after two years of commercial development, American tv advertising represented no more than 2% of the nation's advertising budget. It didn't hit 8% until 1955. Thus, it may be over-simplification to say that, in relation to all other national advertising expenditures, television in England is only two years behind the United States. There are many other comparisons which would support the conclusion that this new medium has matured in Great Britain at an even more meteoric rate than in the United States. As Sir Robert Frazer, director general of the Independent Television Authority, recently said, "There is nothing in the development of British advertising to compare with this story. It is every cliche come real — a new national medium overnight, nothing like it ever before. A revolution." Sir Robert Frazer also emphasizes a fact which he says American observers regard as one of the most striking features of British tv advertising. In a recent article in Advertisers Weekly he points out that this success has been achieved without program "sponsorship." British television sells time only in the form of announcements, station breaks or participations in "magazine" programs. Program contractors (the nearest British equivalent to "network") exercise complete editorial control over their programs and Give them a happy HENNESSY HOLIDAY As a flattering gift, or as a host's tribute to esteemed guests, Hennessy is always the highest compliment. HENNESSY COGNAC BRANDY 84 PROOF Schieffelin & Co., New York Broadcasting December 2, 1957 • Page 83