Broadcasting Telecasting (Oct-Dec 1957)

comprehensive way in which certain British advertisers have used the trade press to put over their campaign plans. Manufacturers with large and well-organized sales forces have done a good job in educating retailers and seeing that stocks are adequate to meet demands created by television, he says. With regard to those companies who are not well equipped in this respect, Mr. Patmore points out that the program contractors have offered, and provided, a good deal of merchandising help. Says Mr. Patmore, "they have only to contact the sales departments of ABC Television Ltd., AssociatedRediffusion Ltd., Associated Television Ltd., Granada Tv Network, or Scottish Television Ltd., and I guarantee they will quickly find someone who will be only too ready to come and discuss ways and means in which cooperation and help can be arranged." I can also testify, personally, that every one of the program contractors' organizations includes alert-minded men, usually young and full of energy, who fully appreciate the importance of good merchandising and sales promotion and who are ready to plunge right in to make this appreciation effective. In fact, I would say that they are fully as open-minded (and perhaps even more likely to take positive and constructive action) as most of our stations and networks were in the early days of commercial broadcasting in the U. S. In the box on this page will be found the names of a representative group of advertising agencies which have been most active in television during the first two years of ITV in Great Britain. It is, of course, not a complete list of all the agencies which have placed British tv advertising, but it includes those which usually have the highest tv billings, month in and month out. You will notice that a relatively small proportion of these are affiliates of well known American agencies, which have played an important part, but clearly are by no means in the majority. If you have any lingering notions that the British aren't enterprising, or not merchandising minded, contacts with those active in television advertising in Great Britain will quickly dispel any such illusion. Irish Plan Commercial Tv Service, But Independent of Advertisers The Irish government has decided a commercial television service should be established in Eire. Announcement was made by Neal Blaney, Minister for Posts & Telegraphs, at a meeting of the Irish Assn. of Advertisers in Dublin last month. Mr. Blaney said the system would be a state property and indicated that while commercial programming would be a factor in financing the operation, it would not be dependent on Irish advertisers. Rather, he explained, the successful bidder for the contract to establish the service for the government would have to specify that a good part of the time would be set aside for programs of a public service nature. It's understood that Eire already has re Broadcasting THE GROWING COMMERCIAL AUDIENCE This is a month-by-month table showing the number of families actively served by the independent transmitters. To qualify they must own a tv set equipped to tune in the commercial channels and demonstrate their ability to receive adequate service in their particular location. Central 7 QZZ J. if DO T t~\ vi /"i r\ y"i IMIUictllClb T QTl^iQ C mT'H ijdllLdoIllI C if A V 1/ C h 1 IUI Ivollll C in cLWUi k Sept. 22 SEPTEMBER 188,000 188,000 OCTOBER 330,000 330,000 NOVEMBER 449,000 449,000 DECEMBER 515,000 515,000 J & o o JANUARY 555,000 Feb, 17 555,000 FEBRUARY 595,000 csv r\ r\r\r\ 250,000 O A C AAA 845,000 MARCH 635,000 nnn c\ c\r\ 278,000 ci-i O AAA 913,000 APRIL /inn r\ r\ r\ 678,000 312,000 May 3 1 A1 H AAA 1,017,000 MAY m A AAA 710,000 nnn AAA 327,000 OHO AAA 1 OOO AAA 1,ZoA,vO\j JUNE 740 000 3S0 000 370 000 1 420 000 JULY 765,000 374,000 412,000 1,511,000 AUGUST 793,000 384,000 455,000 1,592,000 SEPTEMBER 820,000 394,000 502,000 1,676,000 OCTOBER 897,000 442,000 535,000 Nov. 3 1,834,000 NOVEMBER 980,000 500,000 552,000 202,000 2,187,000 DECEMBER 1,038,000 540,000 600,000 278,000 2,404,000 1957 JANUARY 1,096,000 572,000 674,000 340,000 2,630,000 FEBRUARY 1,165,000 615,000 742,000 374,000 2,844,000 MARCH 1,235,000 690,000 818,000 398,000 3,089,000 APRIL 1,280,000 725,000 866,000 446,000 3,257,000 MAY 1,325,000 750,000 913,000 493,000 3,421,000 JUNE 1,365,000 775,000 920,000 505,000 3,505,000 JULY 1,410,000 793,000 930,000 520,000 3,593,000 AUGUST 1,450,000 800,000 935,000 535,000 Sept. 1 3,660,000 SEPTEMBER 1,490,000 815,000 940,000 550,000 202,000 3,937,000 (*There are, approximately, 7 million Tv families in Great Britain — 13 million overall— for better than 50% saturation.) ceived proposals to set up the network and facilities from the Pye organization and from Ronnie Kahn, on behalf of Gordon McLendon, American broadcaster. New York Agencies Get Rundown On Canada Radio by CARTB, BBM New York agency representatives were updated on radio progress in Canada Nov. 18 as the Canadian Assn. of Radio & Television Broadcasters and the Bureau of Broadcast Measurement described the market north of the border. CARTB's radio sales director, Charles W. Fenton, and BBM's executive vice president, Charles C. Hoffman, told a luncheon group that 96.4% of all Canadian homes have at least one radio, with total set count 6.8 million or 1.7 sets per home. The Canadian statistics show 74% of all radio homes have one set while 19% of the radio homes have two sets, 5% have three sets and 2% have four or more. Average listening time per home in metropolitan areas is 3 hours 57 minutes; non-metropolitan areas 4 hours 37 minutes, and all FOUR stations were awarded plaques for promotion of the first Canadian Television Week by the Television Representatives Assn. : CKMI-TV Quebec City, Que., for the most original merchandising idea; to CKGN-TV North Bay, Ont., for the best public service campaign; to CHCT-TV Calgary, Alta., for the most outstanding English station promotion, and to CKRS-TV Jonquiere, Que., for the most outstanding French-language station promotion. Toronto station representatives accepting the plaques for their client stations are shown here with Pat Windsor, tv-radio singing star: (lower, 1 to r) Alex Stewart, loseph A. Hardy & Co., for CKRSTV; Bill Byles, Stovin-Byles Ltd., for CKMI-TV; (upper, 1 to r) Reo Thompson, All-Canada Television, for CHCT-TV, and Norman Bonnell, Paul Mulvihill & Co., for CKGN-TV. December 2, 1957 • Page 85