Broadcasting Telecasting (Jul-Sep 1959)

can exercise a "veto" in two areas — in matters of taste (as it affects the public) and in corporate policy (how subject matter may affect the interests of the client). But, he explained, the agency's function in the programming field in practice is broader than that spelled out in the formal contract with the producer. Mr. Clyne and his agency colleagues repeatedly emphasized that the professional producers have by experience learned what is acceptable to advertisers, and when differences arise, the parties involved reach an understanding on their solution. He gave as examples of agency imposed limitations on subject matter: A story which would tend to depress viewers, treat extremes such as misery or desolation which are not the norm, or instances which are isolated from actuality. The taboos regarding client policy remain the same in multiple-sponsored shows, he explained, though influence here is not as "extreme" as in cases of full sponsorship. Mr. Clyne was led into a discussion of the compatibility of product and program. He said Buick Div. of General Motors Corp., a McCann client, found Wells Fargo (NBC-TV) provided not so good an atmosphere for a commercial about a modern automobile as the climate generated by Bob Hope in his shows. Result: Buick has dropped Wells Fargo and contracted for Hope programs again next season. On Specials • They cost in total about 50% more than the regular series' episode in that time spot. On the average they don't reach as many homes, they cost 25% more for time (no discount) and 2Vz times more for production but are justified for certain advertisers because of the image presented for the client. Mr. Clyne feels the networks have authority over programming. In 195758 and before, he said it was a case of networks enforcing a take it or leave it programming policy on advertisers. But in 1958-59, ABC-TV emerged as a "national network," with improved facilities and strides in programming, giving the advertisers an opportunity to reach almost as many people as on CBS or NBC. On top of this, said Mr. Clyne, the loosening economy combined to make the networks far more amenable on program matters. McCann-Erickson, he testified, could better implement both the selection and placement of programs. He continued: The average of time unsold then was 20%. For the upcoming season, however, networks have reasserted a strong authority in programming, the schedules are sold out 90-95%. 36 (BROADCAST ADVERTISING) Mr. Clyne agreed that there is a trend to hour-long programming which is for the most part network financed or network licensed (from independent producers) and that 60-65% of all nighttime programming is produced by the networks or consists of shows acquired by them from independent producers. He denied that networks exercise excessive control of programming, however. Mr. Clyne, and others after him, said news was not a salable item in general because it would not attract so high a circulation as entertainment programs. But, he pointed out, public affairs programming has "somewhat" more advertising support than news shows. He said next season would see real promise in tv network programs and that the ultimate responsibility in programming both in the selection and scheduling must remain with the networks. Next Day, New Witness • Robert L. Foreman, BBDO executive vice president for creative agencies, on Wednesday ran through BBDO's procedures in mapping a tv campaign, which he described as being in general an approximation of those outlined by Mr. Clyne for McCann. He placed BBDO's U.S. billings at about $200 million. Mr. Foreman thought it possible to conduct a national network tv campaign with less than Mr. Clyne's estimate of $1 million, by using daytime and other First on the stand • C. Terence Clyne, McCann-Erickson senior vp, sums up the agency's role in programming: development of material, little production but a lot of liaison in the client's interest. M-E looked at 225-250 show pilots in the last three months, fulfilling the development function, he said. less expensive periods. And $300,000, he said, can do a "very efficient" job in prime time on a "scatter" or seasonal basis. But for a network nighttime alternate-week half-hour, year-round, he put the price at $2.5 million — and pointed out that most campaigns use other media as well as television. Mr. Foreman also observed that program pickers are not infallible. "When Louis Cowan [then a packager, now president of CBS-TV network] came to me with the idea for $64,000 Question on two sheets of paper," he volunteered, "I said it wouldn't work." He concluded that often "the idea is not so important as the execution of it." He said BBDO research showed some types of show worked better than others for a specific product. For example, Lassie, a family show, does a sounder job for Campbell soup than, say a western would. Armstrong Circle Theatre, conceived by BBDO, was cited as a program which doesn't have the highest ratings but nevertheless reaches millions and has a format that "we think is ideal for Armstrong Cork." This show, he said, is designed to reflect the sponsor's image. What They Won't Buy • Discussing agency limitations on subject matter, and asked specifically about controversial material, Mr. Foreman pointed out that most advertisers do not want to spend their dollars to stir up controversy which may hurt their business. "It's just bad business to do this." When problems arise involving sponsor's policies in programming, Mr. Foreman said, they are worked out in conferences with representatives of network and producers. There are relatively few disagreements of this sort, "certainly on a successful show," he asserted. In the case of a sponsored newscast, he said in answer to another question, the agency would have "no control whatsoever" over the program. Lessening Production Role • The BBDO executive acknowledged that agencies produce fewer programs in tv then they did in radio. But he thought it was basically because tv programming requires so many more people that production is economically less feasible for agencies. On the question of network willingness to accept "outside" packages, he agreed with Mr. Clyne that the national economic situation is a strong determinant. A year ago, with the recessive economy and also with ABC-TV coming up as a competitive force, there were more open spots in network schedules and it was easier to get shows accepted. But all this, Mr. Foreman maintained, is less important now because the com BROADCASTING, July 13, 1959