Broadcasting Telecasting (Apr-Jun 1961)

Rank Company Expenditure 151 Union Oil Co. of Cal. 548,176 *254 Union Wadding Co. 132,482 *158 U. S. Borax & Chem. 483,398 175 U. S. Brewers Foundation 390,015 53 U. S. Steel 3,298,618 115 U. S. Time Corp. 945,913 208 U. S. Tobacco 234,728 109 VanCamp Sea Food 1,032,380 231 Volunteers for Nixon & Lodge 165,089 203 Wander Co. 246,661 215 Ward Baking Co. 213,410 33 Warner Lambert Pharm. 5,464,060 336 Washington, State of 32,902 160 Watchmakers of Switzerland 458,190 *263 Watkins Products Inc. 117,168 210 Wembley Inc. 230,311 *309 West Bend Aluminum 51,000 *239 Western Tablet & Stationery 152,730 *283 Westgate Calif. Corp. 90,090 21 Westinghouse Electric 8,825,165 259 Whitman, S. F. & Son 120,915 *321 Williams Furniture 43,771 27 Williams, J. B., Co. 7,629,626 234 Williamson Dickie 160,694 133 Wrigley, Wm., Jr. 616,248 *201 Wurlitzer Co. 255,220 237 Wyler & Co. 157,000 347 Yardley of London 25,600 245 Zenith Radio 139,088 *New to network television Business briefly... Coca-Cola Ltd., Toronto, Ont., has signed a one-year contract for a weekly half-hour program on four Canadian fm stations, the first major national commercial program on such stations in Canada. Coca-Cola will use CHFIFM Toronto, Ont.; CKVL-FM Verdun, Que.; CFRA-FM Ottawa, Ont.; and CJOB-FM Winnipeg, Man. Account was placed by McCann-Erickson Canada Ltd., Toronto, and stations are represented by Radio & Television Sales Inc., Toronto. American Tobacco Co. (Lucky Strike cigarettes), N. Y., soon will be in 5060 markets with a 20-week spot radio campaign that's already started in a few markets. The current tv spot drive for Lucky Strike is slated to end May 20. Agency: BBDO, N. Y. Minute Maid Corp. (Snow Crop new process frozen orange juice), Orlando, Fla., is launching a saturation tv spot campaign that will be fully underway in most major markets by May 1. The spot orders are planned on a 52-week basis. Agency: Kastor, Hilton, Chesley, Clifford & Atherton, N. Y. Dow Chemical Co., Midland, Mich., will sponsor an hour-long tv special next season starring Judy Garland, but the network and date are unannounced. Format and production plans for the show, which will be pre-taped, are currently being developed. Miss Garland's first tv appearance was on CBS-TV on Sept. 24, 1955. Agency: MacManus, John & Adams, N. Y. Procter & Gamble Co., Cincinnati, will sponsor The Dean Martin Show, a color special, on NBC-TV April 25 (Tue. 10-11 p.m. EST). Appearing with Mr. Martin will be Tony Martin, Tina Louise and Andy Griffith. The program will be produced by Alan Handley and directed by Greg Garrison. Agency: Benton & Bowles, N. Y. STATION BREAK HASSLE Second-saving situation seemingly serious; Networks undaunted despite Y & R rebellion A controversy was taking shape last week that is expected to thrust some advertising agencies into a heated dispute with the television networks over plans to expand evening station break time. Young & Rubicam, New York, in a series of sharply-worded telegrams, last Thursday (April 13) became the first agency to come out openly with criticism of ABC-TV's declared policy to lengthen evening station breaks from 30 seconds to 40 seconds, and of CBSTV's tentative proposal to expand tfie breaks from 30 to 42 seconds after halfhour shows and from 60 to 70 seconds after hour-long programs. The belief in advertising circles at week's end was that other agencies with heavy investments in network program sponsorship might follow Y&R's lead. George H. Gribbin, Y&R president, sent telegrams to ABC, CBS and NBC in which he explained the agency's position on the matter, urging that station break time practices remain unchanged. His telegram to ABC was most outspoken, since that network already has announced that the 40-second station break will go into effect with the start of the 1961-62 season. CBS-TV, which had announced its plans to agencies on April 7, was advised by Mr. Gribbin to reconsider its proposal, although the network had said it would not implement it unless other networks instituted expanded nighttime station breaks. Mr. Gribbin urged NBC-TV, which has made no announcements on the subject, to maintain a position of "no lengthening" of station break time. Mr. Gribbin sent copies of each of the telegrams to LeRoy Collins, NAB president, for his information. In his telegram to Oliver Treyz, ABCTV president, Mr. Gribbin made these observations in "protesting" the pending expansion of station break time from 30 to 40 seconds: ■ This move is a "direct infringement upon responsible use of the free airwaves granted to networks and stations by all the people." ■ The pending change appears to be "in violation of the spirit, if not the letter, of the code of the NAB, subscribed to by stations and networks." ■ If executed, the move could be "another step toward a chaos of commercialism" extending from coast to coast. ■ Such a reduction of program time is, in effect, an increase in network rate time since the time is being taken away from purchasers of programs without compensation by a proportionate decrease in charges. ■ Increased time placed in the hands of affiliates "will increase the difficulties in policing schedules." Mr. Treyz replied by wire almost immediately. He advised Mr. Gribbin that ABC-TV had made known its policy on Feb. 1, "prior to the start of the 1961-62 selling season." He pointed out, too, that ABC-TV to date has accepted tv network business in the amount of approximately $200 million. including orders from Young & Rubicam, in accordance with the revised station break policy. Mr. Treyz stated that the network "deliberately" had announced its policy "well in advance" of the normal buying season so that agencies and advertisers would know what they were buying. He added pointedly: "It would seem to us therefore that your controversy may be with other networks, who, we understand, in response to our leadership, are attempting retroactive changes by proposing to alter terms and conditions of business already placed and accepted by them." It was estimated that Y&R places at least $6 million on ABC-TV's nighttime schedule and a substantial amount of daytime business. Spokesmen for CBS-TV and NBCTV declined to comment on Mr. Gribbin's telegram. Industry observers believed that since ABC-TV is emphatic in its decision to lengthen the station break time, CBS-TV undoubtedly will proceed with its contemplated changes and NBC-TV, for competitive reasons, may have to follow. CBS-TV's letter to agencies, dated April 7, 1961, said the network is considering adoption of longer station breaks and said these plans may provide for either a 42-second break (in lieu of 30 seconds) at the end of each nighttime program or a 70-second station break at the end of certain programs which are sold on a participating basis. The letter, signed by William H. Hyland, vice president, sales administration, said these changes would not be implemented "unless it becomes necessary, competitively, to make such expanded nighttime station breaks available to our affiliates." 40 (BROADCAST ADVERTISING) BROADCASTING, April 17, 1961