Broadcasting Telecasting (Jul-Sep 1961)

ARBITRON RATINGS EXPAND New overnight national sample with 1,000 homes to replace present seven market ratings The American Research Bureau will expand its multi-city Arbitron Instantaneous Audience Measurement System to a full national service, starting Sept. 24 (Closed Circuit, July 24). ARB announced last week that on that date, Arbitron will provide overnight national ratings and audience size information for network programs from 7:30-11 p.m. for 26 consecutive weeks, ending March 24, 1962. In addition, seven weeks of daytime network ratings will be supplied. The schedule for national Arbitron after March 24 has not been completed. The national reports will be supplied to subscribers on the day following the telecasts. Each report will consist of rating data by half-hour segments, showing program title, network identity, total number of homes reached, share of audience and sets in use. It will also show coverage factors for each network program. Data for the national Arbitron will be secured by sampling points throughout the country. The sample will average 1,000 homes per half hour. Initially, a large percentage of sampling areas will be reported electronically by Arbitron meters and others will be covered by the telephone coincidental methods. ARB said that the ultimate objective is a complete electronic overnight national service using about 1,500 metered homes in sampling points throughout the country. With the introduction of the national Arbitron. the multi-city reports will be suspended, according to James W. Seiler, director of ARB. They have been in operation for the past three years, supplying rating information on network programs from a sample of tv homes fitted with electronic meters in Baltimore, Chicago, Cleveland. Detroit. New York, Philadelphia and Washington. The metered homes will now contribute to the total national sample size needed for the national Arbitron. OB&M lands KLM Ogilvy, Benson & Mather, one of at least four agencies seeking the more than $1.5 million KLM Royal Dutch Airlines account, has landed it. The account, which only covers the North American division of the inter national carrier, was with Erwin Wasey, Ruthrauff & Ryan for the last four years. KLM is only a modest user of the broadcast media for advertising purposes. Last year the company billed some $300,000 in radio announcements, most of which were pegged for key, international travel cities, and little more than $20,000 in tv spots. Florida citrus group considers six agencies The Florida Citrus Commission has reduced to six agencies the number of applicants vying for its $3 million plus advertising account. They are BBDO; Campbell-Ewald Co.: Grant Adv.; Lennen & Newell: Gardner Adv.: Benton & Bowles. The presentations will be heard on Oct. 1112. B&B has handled the account the past six years. J. Walter Thompson Co. originally was selected as a candidate in place of Gardner Adv., but withdrew last Thursday because of a company policy against "'speculative*' presentations where prospective ads and copy ideas are shown. Withdrawing for the same reasons were 25 other agencies. Sam A. Banks, vice chairman of the 12-member commission, tola" agency representatives the presentations were set up "to be sure we are buying the best possible advertising representation for the citrus industry (11,000 growers strong). It is not anything against Benton & Bowles and does not mean that the commission is dissatisfied with its present agency." Stations change mind on Colleens campaign Stations which originally had accepted the placement of IDs in the Fort Worth-Dallas market for Mayfield Industries Inc. (Colleens, a new femine hygiene product) reportedly have turned down the short range test. The "campaign" was to start today (Aug. 21) for a three-day run over this week and next. It's said the stations acted thus when informed by NAB code officials that the advertising, though not an actual violation, would appear to circumvent the intent of the code. The NAB's apparent stand on the matter is understood to have come as a surprise to the agency (North Adv.) and to the advertiser which did not feel they had circumvented the code's intent because neither the product's name nor package appear in the tv commercials, nor is there any mention of the product and its use. The commercials point only to advertisements running concurrently in the newspapers (Broadcasting, Aug. 14), making no reference to the product. FACE-TO-FACE SALESMANSHIP GETS ORDERS! National spot is a fast-moving, competitive business. You've got to be there when the buying decisions are being made. You've got to use every creative approach... every technique of forceful salesmanship... to get the order. This is sales impact. And you can't achieve it through periodic field trips, phone calls or letters. That's why., That's why. That's why. Weed maintains 14 offices throughout the U. S.— more than any other representative firm. Weed hires salesmen with years of solid experience in their territories. In most cases, our men are native to the city in which they are based. Weed's policy of "depth selling" reaches every decisionmaking level up to and including the advertiser. Wherever a buying decision is made.., WEED man IS THERE! 32 (BROADCAST ADVERTISING) BROADCASTING, AUGUST 21, 1961