Broadcasting Telecasting (Oct-Dec 1961)

ARBITRON'S DAILY CHOICES Listed below are the highest ranking the American Research Bureau, television shows for each day of the These ratings are from a sample of week Nov. 23-29, as rated by the 1,200 television homes per half hour National Arbitron instant ratings of properly distributed across the U. S. Date Program and Time Network Rating Thur., Nov. 23 Hazel (9:30 p.m.) NBC-TV 26.0 Fri., Nov. 24 Route 66 (8:30 p.m.) CBS-TV 26.9 Sat., Nov. 25 Gunsmoke (10 p.m.) CBS-TV 27.7 Sun., Nov. 26 Bonanza (9 p.m.) NBC-TV 29.7 Mon., Nov. 27 Danny Thomas Show (9 p.m.) CBS-TV 24.1 Andy Griffith (9:30 p.m.) CBS-TV 24.1 Tue., Nov. 28 Garry Moore Show (10 p.m.) CBS-TV 24.6 Wed., Nov. 29 Hollywood's Golden Years (7:30 p.m.) NBC-TV 26.1 Copyright 1961 American Research Bureau TV VS. NEWSPAPERS Tv favored on two questions in ANPA report to agencies Television stands higher than daily newspapers as "first in the introduction of new products" and for "interesting and imaginative ads," according to adults who were asked to compare media on these two counts in a study of the newspaper reading public. Specifically, on the question of "new products," the media ratings are: tv 71%; newspapers 60%; magazines 57%, and radio 45%. On "interesting and imaginative ads," respondents gave high scores of 66% to tv, magazines 67%, newspapers 54% and radio 37%. Newspapers scored higher than tv or radio on these points: "Gives a good description of the products I need"; "shows good taste in the advertising it carries"; "tells you all you need to know when buying a new product;" "sticks to the facts"; "tells me where I can buy things." These results are part of a comprehensive study presented Wednesday (Nov. 29) to advertisers and agencies in New York. The presentation, titled "The Newspaper and Its Reading Public," was shown by the Bureau of Advertising of the American Newspaper Publishers Assn., under whose supervision the research project was carried out; the American Assn. of Newspaper Representatives was co-host. The survey was conducted in consultation with the Advertising Research Foundation by the Audits & Surveys Co., was reviewed by an advisory council of leading newspaper researchers, and was financed by six major Canadian newsprint manufacturers which make up the Newsprint Information Committee. Objectives Listed ■ The project involved a probability sample of 4,826 interviews with individuals 1 5 and older, representing 2,449 households drawn from 622 sampling points in 100 sampling areas. The interviews took place between March 21 and April 8. Charles T. Lipscomb Jr., bureau president, and Dr. Leo Bogart, vice president for marketing planning and research, delivered the presentation. The study showed newspapers in front of tv in another respect. People were asked to describe how they would feel if they had to get along without tv or without newspapers. The response, "I would feel quite lost without it," was selected by 49% in the case of newspapers, and by 28% in the case of tv. In the area of personal "closeness" to media, the percentage breakdown on the question of "which do you feel closest to?" was answered: "newspaper you read most often," 40% ; "tv chan nel you watch most often," 33%, "radio station you listen to most often, 14%, and "no preference," 13%. The study shows 42% of the readers report spending 40 minutes or more with each weekday paper they read, while 23% read 30-39 minutes and 34% up to 30 minutes. Although the results are not directly comparable because one deals with homes and the other with individuals, a Television Bureau of Advertising report recently noted that some 47 million homes average 5 hours 22 minutes of television viewing per home per day (Broadcasting, Oct. 16). The newspaper presentation is also available in a special brochure released by the Bureau of Advertising. Additional showings of the presentation in major cities are planned for coming months, starting in Detroit, Dec. 12. Sara Lee helps back Tv 'Folksong Festival' If anyone wonders whether sponsors today are willing to take the initiative in experimental programming, they should talk to Kitchens of Sara Lee, Chicago, and its advertising agency there, Hill, Rogers, Mason & Scott. Sara Lee has partially underwritten production of a one-hour tape special, "Folksong Festival," which it will air on WBKB (TV) Chicago Dec. 6 at 10:30 p.m. and later in other markets around the country. Producer Jim McGinn will syndicate the show to other sponsors in markets not used by Sara Lee. "Festival" was taped on location before student groups at the U. of Chicago and Northwestern U. and stars folk singers such as the Weavers, Josh White and the Chad Mitchell Trio and others. The show also includes features in unusual out-of-door settings more often employed in film rather than tape technique. The sponsor found tape production cost far less than film. Tide to Compton, Premium Duz to Grey Procter & Gamble Co., Cincinnati, will transfer its $8.5 million Tide account from Benton & Bowles, New York, to Compton Adv., New York, and will move its $3.5 million Premium Duz business from Compton to Grey Adv., New York. The account changes take effect on March 1, 1962. No reason was given for the changes, but the announcement noted that B&B is still P&G's agency for Ivory Snow, Crest, Prell, Charmin Paper products, Fluffo and the test-market brands, Whirl and Stardust. Though B&B officials declined to comment on the development or estimate the billing remaining at the agency, it is believed that B&B is still P&G's "No. 2" agency. Compton reinforces its position as the top P&G agency and will be responsible for about $27 million of the company's billing when Tide is included. Grey Adv. is the agency for P&G's Big Top peanut butter, Ivory shampoo, Lilt home permanent, Ivory Flakes, Downy fabric softener, Pin-It home permanent and Party Curl children's permanent. Both Tide and Premium Duz are heavy television advertisers, with more than 90% of their respective budgets in television. Duz is particularly active in spot tv and Tide in network tv. Rep appointments... ■ KETV (TV) Omaha, Neb.: Harry S. Hyett Co., Minneapolis. ■ WNOP Newport, Ky.: Jack Masla Inc., New York. ■ KNOG Nogales, Ariz.: Tracy Moore & Assoc. as West Coast representative. ■ WCCA-TV Columbia, S. C, and WCCB-TV Montgomery, Ala.: Weed Television Corp., New York. ■ KVOS-TV Bellingham, Wash. : Peters, Griffin, Woodward Inc., New York. 40 (BROADCAST ADVERTISING) BROADCASTING, December 4, 1961