Broadcasting Telecasting (Oct-Dec 1961)

NCS reports on county radio-tv homes CENSUS-BASED SET TOTALS COVER 18 STATES County-by-county television and radio home counts for 18 states have been sent to subscribers of A. C. Nielsen Co.'s NCS '61. The ownership figures are based on receiver home counts from the 1960 U. S. Census, updated to April 1961 by Nielsen. Coverage data for all radio and tv stations in all counties, reporting weekly and daily, day and night percentage levels, have also been sent to NCS subscribers. State-by-state station circulation figures will be available shortly when Neilsen applies the station coverage per cent levels to the county receiver home counts. Tv and radio set ownership for the 18 states follow: Total Homes* Tv Homes Radio Homes No. % No. % N.C. 1,216,600 1,022,110 84 1,020,300 84 N.D. 174,400 153,510 88 164,840 95 R.I. 258,500 245,750 95 245,220 95 S.D. 195,900 169,210 86 184,630 94 Term 1,010,400 852,400 84 885,680 88 Utah 246,000 221,650 90 227,280 92 Vt 111,000 99,990 90 103,000 93 Wyo *Total 100,000 80,700 81 93,290 93 homes with permission of "Sales Man (Based on full 1960 census data updated to April 1961) Total Homes* Tv Homes Radio Homes No. % No. % Colo 540,600 468,470 87 508,050 94 Conn 775,000 726,120 94 736,190 95 Del 132,200 121,890 92 123,550 94 Idaho 196,100 172,840 88 184,710 94 La 905,300 765,980 85 775,060 86 Me 281,600 258,150 92 251,510 89 Mont 204,200 166,520 82 191,070 94 Nev 95,100 81,490 86 85,110 90 N.H. 181,900 167,640 92 168,210 93 N.M. 257,200 210,660 82 227,660 89 agement," April 1961. Adapted commercial best in new area-Schwerin What approach should a television advertiser take in commercials for a foreign-language audience? Should he (1) use dubbed soundtracks and superimposed labels on existing English commercials, (2) adapt his existing commercials by recasting with local performers in local settings or (3) create original commercials in the language of the new market? Schwerin Research Corp. studied all three approaches as they are used to reach the French-speaking audience of Montreal, Que. The results: adapted commercials are about 50% better than those which dubbed their English message in French. Original commercials, created specifically for the French September network tv billings Network television gross time billings Source: TvB/LNA-BAR ABC-TV CBS-TV NBC-TV Total January February March April May June July August September September 1960 1961 $11,875,080 $15,258,660 21,103,437 22,587,077 18,436,653 20,434,291 $51,415,170 $58,280,028 % Change +28.5 + 7.0 + 10.8 + 13.4 January-September 1960 $112,721,410 204,346,025 177,287,011 $494,354,446 1961 $138,676,320 198,961,943 201.032,781 $538,691,044 % Change +23.0 2.6 + 13.4 + 9.0 Month by month 1961 ABC CBS NBC Total $15,898,310 $22,894,855 $23,031,118 $61,824,283 14,939,180 20,928,850 21,203,055 57,071,085 16,577,140 23,085,353 23,952,458 63,614,951 15,791,220 21,989,913 22,003,383 59,784,516 16,197,190 22,253,355 23,229,565 61,680,110 15,233,000 21,787,201 22,845,630 59,865,831 14,296,970 21,988,688 21,860,668 58,146,326 14,484,650 21,446,651 22,472,613 58,403,914 15,258,660 22,587,077 20,434,291 58,280,028 Network television gross time billings by day parts Source: TvB/LNA-BAR September Daytime Mon.-Fri. Sat.-Sun Nighttime Total 1960 $16,097,865 13,396,977 2,700,888 35,317,305 $51,415,170 1961 $19,178,589 15,506,462 3,672,127 39,101,439 $58,280,028 % Change +19.1 +15.7 +36.0 + 10.7 + 13.4 January-September 1960 $147,626,109 122,957,425 24,668,684 346,728,337 $494,354,446 1961 $176,527,518 149,032,064 27,495,454 362,143,526 $538,671,044 % Change + 19.6 +21.2 +11.5 + 4.4 + 9.0 speaking audience fared a poor third. Schwerin credited the "adapted" commercials, superiority to two areas of French Canadian responsiveness: recasting with local tv personalities who enjoy enormous popularity and prestige, and encouraging viewer "involvement with family themes and situations." Failure of some of the "original" French commercials was attributed to "false economy and falser rationalization" (assuming that since French Canadians are outnumbered three-toone by English-speaking Canadians, it is possible to buy the brand decisions of the French Canadian at bargain rates with underproduced commercials). Kennedy advisors get Strouse strafing Norman H. Strouse, president of J. Walter Thompson Co., last week unleashed an attack on President Kennedy's economic advisors, whom he accused of being "intellectual opportunists" and of using the advertising industry as a "political whipping boy." Mr. Strouse told the San Francisco Advertising Club that the presidential advisors mounted their "gathering assault" against advertising on "two totally false premises: first, that advertising is an economic waste, and second, that advertising is socially immoral." To the first premise, Mr. Strouse rebutted: "a responsible administration should actually encourage the further use of advertising to expand our markets here and abroad." As for immorality, the JWT president said that money for schools, hospitals, national defense and foreign aid come from taxes on business and that advertising helps produce an expanded economy. "This is no time for government experimentation with special philosophies of economics, new forms of social paternalism, or divisive politics that chants the creed of labor versus management," Mr. Strouse said, "This is a time for a sense of responsibility in every segment of American life." He urged a program of indoctrination for ad agency employes so they won't waver in their confidence in advertising "when they read or hear the attacks of those counterfeit intellectuals who seem to find something revolting about raising the sights of the American people toward a higher standard of living." The $12 billion annual advertising 42 (BROADCAST ADVERTISING) BROADCASTING, December 4, 1961