Broadcasting Telecasting (Jan-Mar 1960)
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Chicago agency joins with Compton Adv.
The merger of Baker, Tilden, Bolgard & Barger, Chicago, with Compton Adv., New York, was announced last week by Barton A. Cummings, Compton president, and Bruce A. Baker, president of BTB&B.
Under the Compton name, the combined operation will be housed in the Borg Warner Bldg., 200 S. Michigan Ave., where Compton already has offices. Compton's annual billing is estimated at $80 million and BTB&B's billing at $5.5 million.
In the change-over, Mr. Baker becomes a senior vice president, director and a member of the Chicago executive committee. Louis E. Tilden, board chairman, becomes a vice president of Compton and chairman of the Chicago executive committee. Dean Landis, vice president of Compton, continues as general manager of the Chicago operation and will serve as a member of the ex
NIELSEN
TOP 10 NETWORK PROGRAMS
Tv report for 2 weeks ending Jan. 10, 1960 TOTAL AUDIENCE f
Rank No. homes
(000)
1. Rose Bowl Football Game 21,651
2. Wagon Train 21,108
3. Sugar Bowl Football Game 19,346
4. Gunsmoke 18,487
5. East West Football Game 17,402
6. Tournament of Roses Parade 17,176
7. Have Gun, Will Travel 15,956
8. 77 Sunset Strip 15,775
9. Ed Sullivan Show 15,232 10. Red Skelton Show 15,187
Rank % homes;
1. Rose Bowl Football Game 48.5
2. Wagon Train 47.4
3. Sugar Bowl Football Game 43.5
4. Gunsmoke 41.6
5. East West Football Game 39.2
6. Tournament of Roses Parade 38.9
7. 77 Sunset Strip 36.7
8. Have Gun, Will Travel 36.1
9. Ed Sullivan Show 34.5 10. Red Skelton Show 34.4
AVERAGE AUDIENCE t
Rank No. homes
(000)
1. Wagon Train 18,306
2. Gunsmoke 17,583
3. Have Gun, Will Travel 15,323
4. Danny Thomas Show 14,374
5. Red Skelton Show 14,283
6. Father Knows Best 14,283
7. Price Is Right 13,831
8. 77 Sunset Strip 13,696
9. Rose Bowl Football Game 13,334
10. Wanted, Dead or Alive 13,244 t Homes reached by all or any part of the
program, except for homes viewing only 1 to 5 minutes.
Percented ratings are based on tv homes within reach of station facilities used by each program. t Homes reached during the average minute of the program.
ecutive committee of the office there.
Among the BTB&B clients that now will be served by the merged organization is the Quaker Oats Co. for Quaker Oats and Mothers Oats, Quaker Puffed Wheat and Puffed Rice, Muffets, Shredded Wheat and Full-O-Pep feeds.
Two ad philosophies discussed at RTES
Two sides of the business of selling a corporate image on television were given Jan. 27 at a round table luncheon of the Radio & Television Executives Society in New York, The opposite views were those of selling a product, told by John H. Tyner, tv advertising coordinator, Bristol-Myers Products Co., and those of selling service, as illustrated by William E. Haesche Jr., radio and tv advertising manager, American Telephone & Telegraph Co.
The advertising philosophies of the two companies were contrasted thusly: Bristol-Myers, Mr. Tyner said, finds
Rank
% homes:'
1.
Wagon Train
41.1
2.
Gunsmoke
39.6
3.
Have Gun, Will Travel
34.6
4.
Danny Thomas Show
32.4
5.
Red Skelton Show
32.4
6.
Father Knows Best
32.2
7.
77 Sunset Strip
31.9
8.
Price Is Right
31.5
9.
Rose Bowl Football Game
29.9
10.
Wanted, Dead or Alive
29.9
Copyright 1960 A. C. Nielsen Co.
ARB
TOP 10 NETWORK PROGRAMS
Tv report for Dec.
Rank
Rating
1.
Gunsmoke
41.6
2.
Once Upon a Christmastime
34.3
3.
Red Skelton
33.8
4.
77 Sunset Strip
33.8
5.
Father Knows Best
33.1
6.
Have Gun, Will Travel
32.9
7.
Perry Mason
32.2
8.
Real McCoys
31.2
9.
Danny Thomas
30.8
10.
Tennesee Ernie Ford
29.2
Rank
No. Viewers
(000)
1.
Gunsmoke
40,190
2.
Once Upon a Christmastime
37,395
3.
Red Skelton
34,520
4.
77 Sunset Strip
33,920
5.
Real McCoys
32,830
6.
Father Knows Best
32,640
7.
Have Gun, Will Travel
32,230
8.
Perry Mason
31,785
9.
Maverick
31,005
10.
Danny Thomas
30,310
Copyright 1960 American Research Bureau
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.
East West Football Game (NBC-183): Savings
that the ideal arrangement for advertising products like Vitalis, Ban, Trig and Bufferin is to co-sponser half-hour shows which will get the highest ratings. The major responsibility of the advertising division is program selection, and while the company seeks flexibility through 13-week contracts, it usually winds up taking 52 weeks. Product identification with a show is important, he said.
On the other hand, Mr. Haesche said his company wants to dominate its programs by complete ownership so that they will be custom made and have quality. It does not want to be associated with crime, violence, westerns, quizzes or audience participation shows. The service advertiser likes shows which have less interest in the teenage market, have a predominance of women viewers, and which will probably never reach the top 10. Mr. Haesche said his advertising division is not overly rating-conscious, and becomes concerned only when the ratings fall below the average level of all programs.
& Loan Foundation (M-E), half; R.J. Reynolds (Esty) and Carter Products (SSCB), each one-quarter, Jan. 2, 4:45conclusion.
Father Knows Best (CBS-155): Lever Bros.,
Scott Paper (both JWT), Mon. 8:30-9 p.m. Tennessee Ernie Ford (NBC-186): Ford (JWT),
Thurs. 9:30-10:30 p.m. Gunsmoke (CBS-201): Liggett & Myers
(DFS), Remington Rand (Y&R), Sat. 10
10:30 p.m.
Have Gun Will Travel (CBS-164): Lever Bros.
(JWT), American Home Products (Bates),
Sat. 9:30-10 p.m. Perry Mason (CBS-150): Colgate-Palmoiive
(Bates), Gulf Oil (Y&R), Sat. 7:30-8:30
p.m.
Maverick (ABC-144): Kaiser, Drackett (both
Y&R), Sun. 7:30-8:30 p.m. Once Upon a Christmas Time (Halimark Hall
of Fame) (NBC-162): Hallmark (FCB),
Wed., Dec. 9, 7:30-8:30 p.m. Price Is Right (NBC-168): Lever (0BM ),
Speidel (NCK), Wed., 8:30-9 p.m. Real McCoys (ABC-148): P&G (Compton),
Thurs. 8:30-9 p.m. Red Skelton Show (CBS-170): S.C. Johnson
(FCB), Pet Milk (Gardner), Tue. 9:30-10
p.m. „ . • •
Rose Bowl Football Game (NBC-187): Gillette
Safety Razor (Maxon), Jan. 1, 4:45-con
clusion.
77 Sunset Strip (ABC-174): American Chicle, Carter Products, Whitehall (all Bates), R.J. Reynolds (Esty), Brylcreem (K&E), Fri. 9-10 p.m.
Sugar Bowl Football Game (NBC-178): Phillies Cigars (Wermen & Schorr), Jan. 1, 1:45conclusion.
Ed Sullivan Show (CBS-181): Colgate-Palmolive (Bates), Eastman Kodak (JWT), Sun. 8-9 p.m.
Tournament of Roses Parade (NBC-157): Minute Maid (Bates), Jan. 1, 11:30 a.m.1:45 p.m.
Danny Thomas Show (CBS-202): General Foods
(B&B), Mon. 9-9:30 p.m. Wagon Train (NBC-184): Ford (JWT), R.J.
Reynolds (Esty) National Biscuit Co. (M-E),
Wed. 7:30-8 p.m. Wanted, Dead Or Alive, (CBS-180): Brown &
Williamson (Bates), Kimberly-Clark (KCB),
Sat. 8:30-9 p.m.
BROADCASTING, February 8, 1960
(BROADCAST ADVERTISING) 37