Broadcasting Telecasting (Oct-Dec 1962)

wants to do is influence children." He noted that tobacco sponsors would never choose to advertise on those programs which are directed toward children, and added that Gov. Collins "may be very surprised to find out how late mothers allow their children to stay up." Although the networks had no comment it was learned that William B. Lodge, CBS-TV vice president for affiliates relations and engineering, filed a strong protest by telephone to Gov. Collins personally. Lodge Position ■ Mr. Lodge was reported to have taken the position that what Gov. Collins proposed amounted to an amendment of the code, and that the NAB president had no authority for that without getting prior approval of the NAB board members. He was understood to have contended that Gov. Collins could not divorce his personal views from his official NAB position — especially when he delivered those views before an NAB meeting and had the text distributed by the NAB publicity department. If Gov. Collins held these views personally, the CBS-TV executive reportedly said, then the NAB chief should have presented them first to the NAB board and gotten its endorsement before advocating them as a change in the code. Agencies Duck ■ Several agency executives, who handle tobacco advertising, ducked the issue raised by Gov. Collins by stating they are "agents" and not "principals" and by suggesting that any comment made should come from the clients themselves. Most appeared conversant with the Tobacco Institute's statement. A top executive who places business in radio and television for a major agency handling a cigarette account said he thought Gov. Collins ought to "mind his own business." "When Collins cleans up NAB — his own house and his codes — then he'll have a right to talk," said this agency executive, who added caustically, "this is an example of somebody shooting his mouth off but who knows nothing about the (advertising) business." The president of an advertising agency with a major cigarette account, said CIGARETTES' IMPRESSIVE TV KENT (Lorillard) WINSTON (Reynolds) CAMEL (Reynolds) SALEM (Reynolds) L&M Filter Tips (L&M) VICEROY (B&W) CHESTERFIELD (L&M) MARLBORO (Philip Morris) PARLIAMENT (Philip Morris) PALL MALL (American) TAREYTON (American) NEWPORT (Lorillard) KOOL (B&W) OLD GOLD (Lorillard) LUCKY STRIKE (American) RALEIGH (B&W) COMMANDER (Philip Morris) BELAIR (B&W) SPRING (Lorillard) OASIS (L&M) ALPINE (Philip Morris) KENTUCKY KING (B&W) PHILIP MORRIS (Philip Morris) YORK (Lorillard) LIFE (B&W) DUKE (L&M) CAVALIER (Reynolds) HIT PARADE (American) TOTAL BANKROLLS NET TV 6,706,973 8,591,332 6,751,925 6,165,435 5,425,906 5,050,613 4,380,400 3,776,222 2,378,848 5,057,224 1,947,129 2,379,540 3,136,130 2,548,014 2,397,763 2,436,946 1.217,985 1,527,958 1,624,033 1,130,951 989,213 820,157 574,065 348,310 221,639 $77,706,8651 Gross time billings in 1961 SPOT TV TOTAL 4,031,400 10,738,373 685,710 9,277,042 708,510 7,460,435 870,720 7,036,155 1,334,350 6,760,256 1,313,930 6,364,543 1,362,780 5,743,180 1,725,290 5,501,512 3,067,330 5,446,178 119,970 5,177,194 2,841,930 4,789,059 1,887,450 4,266,990 917,020 4,053,150 1,007,880 3,555,894 690,130 3,087,893 123,050 2,559,996 1,087,000 2,304,985 747,530 2,275,488 641,570 2,265,603 71,500 1,202,451 104,710 1,093,923 198,160 1,018,317 387,830 961,895 423,180 771,490 65,370 287,009 76,720 76,720 30,950 30,950 9,630 9,630 $26,547,4602 $104,254,3253 'Includes $122,154 for Chesterfield and L&M cigarettes in "piggyback" commercials. ^Includes $11,570 for Beachnut cigarettes (P. Lorillard), no longeron the marKet, and $4,290 for Riviera cigarettes (American) in test markets, includes $138,014 explained in ' ana Source: TvB/LNA-BAR BROADCASTING, Novercbsr 26, 19E2 Courtesy Television Magazine, June 1962 25