Broadcasting Telecasting (Jan-Mar 1963)

Color ads in feature films ARB testing new tv-print data comparisons MEDIALOG USES SPECIAL DIARY TO CHECK AUDIENCES A new technique for comparing audience exposure to television and print media is being field tested by the American Research Bureau in five major markets, ARB announced last week. Officials said the proposed new service, called MediaLog, uses a specially developed diary to collect data on number of minutes exposed and frequency of exposure for national consumer magazines, metropolitan newspapers and major newspaper supplements, in addition to television. Different formats are being used in current tests in Baltimore, Boston, Chicago, Miami and Washington in an effort to find the one best approach for further use. In some markets, validity checks are being run concurrently through telephone and personal interviews. Jack Gross, ARB agency services manager, said the five-city tests would continue for about two months and that results would then be evaluated and presented to interested industry authorities. He said he hoped the new service could be marketed well within the year. Mr. Gross said MediaLog would provide basic coverage data and basic duplication data for each medium and also provide comparisons within media and across all media. The comparisons, he said, will all be on the same base — minutes of exposure Hope-Pepsodent reunion Foote, Cone & Belding last week provided an historical footnote to the first Bob Hope special scheduled for this year (NBC-TV, Jan. 16, 9-10 p.m.). That telecast marks a "reunion" of comedian Hope with FC&B and client Pepsodent toothpaste (division of Lever Bros.), after a 15-year separation. Pepsodent is a sponsor in a series of hour Hope specials this year. The agency noted that in 1938 Albert Lasker, head of FC&B's predecessor Lord & Thomas, had heard of a young comedian whom he thought was bright and might do well if given a chance with better scripts. The comedian, Mr. Hope, had suffered failure on several radio shows. Hope and Pepsodent became inseparable on radio until 1948, and the comedian who almost didn't make the show in '38 is celebrating his 25th year with NBC. — so that there will be "a uniform standard of measurement of duplication and accumulation of audiences within and between media." The information will be compiled according to selected demographic groups which will offer identification of the audiences in more detail than ever available before, ARB asserted. Mr. Gross expects to describe the MediaLog technique in detail in a speech at the Newspaper Advertising Executives Assn. convention in Chicago Jan. 22. An explanatory brochure is being prepared for general release at the same time. Kemper, Texaco buy 'Clambake' golf Kemper Insurance Group, through Clinton E. Frank, Chicago, and Texaco, through Benton & Bowles, New York, have signed as sponsors of two live telecasts of the National Pro-Amateur Golf Championship, better known as the "Crosby Clambake," from the Pebble Beach Country Club at Monterey, Calif., over a special "Clambake Network" next Saturday and Sunday. As of last Thursday, 93 tv stations across the country, including affiliates of all three tv networks as well as a number of independent stations, had made firm commitments to carry the broadcasts at 12:30-1:30 p.m. Saturday (Jan. 19) and 2-2:30 p.m. Sunday (Jan. 20). The special network was organized at the instigation of Robert Breckner, president of KTTV (TV) Los Angeles, who suggested it to Larry Crosby of Bing Crosby Enterprises as soon as ABC-TV, which had broadcast the pro-amateur finals in previous years, indicated that it would not do so this year. Working with Dick Bailey's Sports Network, Mr. Breckner and Mr. Crosby started lining up the stations and they are confident that by the time of the broadcasts more than 100 tv outlets will be connected to the "Clambake Network." KTTV is sending five mobile tv units to the Monterey Peninsula to pick up the proceedings. Bob Hiestand will direct the telecasts. Bing Crosby, whose Youth Fund is the recipient of all proceeds from the annual pro-amateur tournament, will be the special sports commentator, assisted by Jimmy Demaret, who won the tourney in 1952; Ralph Kiner, former outfielder of the Pittsburgh Pirates and Bill Welsh, director of sports and special events for KTTV. Kemper and Texaco will each sponsor one-third of the two special broadcasts. It was anticipated that a third sponsor Seven Arts Assoc. announced last week that a survey of 35 stations which originate local telecasts of color feature films shows that various local sponsors and such companies as Wrigley, General Mills, Hershey Chocolate Co. and RCA Victor Distributors are scheduling color commercials within the feature films. Robert Rich, vice president and general sales manager of Seven Arts Assoc. said 35 stations are carrying features distributed by Seven Arts. He noted that Hershey Chocolate, which does not use consumer advertising for its chocolate products, is sponsoring the color features on WGAL-TV Lancaster, Pa., on behalf of the company-owned hotel located in Hershey, Pa. would join them to provide full sponsorship of the 2Vz hours of golf as played by the nation's top professionals and their amateur partners from the upper ranks of the entertainment world. GOP names Burnett as advertising agency The Republican National Committee announced last week the appointment of Leo Burnett Co., Chicago, to handle GOP advertising for two years, beginning Jan. 1, 1963. This includes the 1964 Republican convention and the presidential campaign. The agreement includes the placement of all advertising, print, radio and television. In addition Burnett Co. research and public relations staffs will be available to the Republican National Committee during the contract period. In the 1960 presidential campaign, the GOP spent between $2 million and $3 million in advertising, with BBDO handling the account. The Democratic National Committee has not yet announced the appointment of an agency to handle its advertising for the coming campaign. In the 1960 presidential campaign, the Democrats spent over $2 million in all media for advertising through Guild, Bascom & Bonfigli. Equitable Life plans spot radio campaign The Equitable Life Assurance Society of the U.S., which last year began testing the use of radio for local support to Equitable agents, will begin a widespread spot radio campaign in early 48 (BROADCAST ADVERTISING) BROADCASTING, January 14, 1963