The radio annual (1958)

■<-<-<■<<<<<-<«<<<<<-<■<-<-<■<<<■<<<<<<<<■«<<<<<<■<<<<<■<■<< <<<<<< <<<-<-<HK This Year National Advertisers Will Take A New Look At Syndication <-<-<<<<<<<<<<<<<-<-<■<■<<■<<<<<<<<<<<-<<<<<<<<<<<<<<<■ SOMETIMES familiarity breeds respect, at least it looks that way insofar as the television film industry goes. We have sufficient evidence to predict that this year will be known as the year that national advertisers took a new look at syndication— and liked what they saw. Until recently national advertisers bought very few syndicated film programs and when they did it was in only a limited number of markets. In January, 1956, ABC Film Syndication's client list included only 10 national advertisers. Two years later the list included thirty-two national sponsors, an increase of 220 per cent. Of equal significance is the fact that these national sponsors contracted for a firm 52 weeks of programming whereas in the past the average contract with a national sponsor was seldom for more than 26 weeks. We are convinced that national advertisers are becoming more and more sold on the values of spot film programming and that their ranks will increase. Naturally, the paramount question is "What has brought about this change?" # First, let's examine the economic situation. All media costs are high and getting higher and in order to get the maximum mileage from every advertising dollar, advertisers are becoming more critical of their expenditures. Astute TV advertisers recognize that the use of syndicated film to boost sales in weaker areas is more efficient than blanketing the entire country regardless of particular market needs. National advertisers are able to target their TV with spot film programs and further are able to select the program they want. Another factor which has arisen to make national advertisers more favorably disposed toward syndication is the response to syndicated film from the field. Many local advertisers ( car dealers, electric appliance retailers, etc. ) who get co-op money from their national suppliers have used this money successfully by sponsoring syndicated films. Their success stories have been relayed to the national suppliers with increasing frequency. No one can argue with the fact that syndicated film is the only medium By GEORGE T. SHUPERT President ABC Film Syndication which offers high quality production for local use. Another source of information for national advertisers is the success enjoyed by their regional competitors who are heavy buyers of syndicated film. A regional brewery such as Rheingold in New York and a regional dairy such as H. P. Hood & Sons in New England provide very stiff competition for their national counterparts. Another important factor which has contributed to the "new look" is in the area of time availabilities. Until recently national advertisers thought that they couldn't get prime time for spot programming. They were reluctant to buy the fringe time in the early or late evenings because they thought that these times couldn't deliver sufficient audience. Both theories are all wrong and national advertisers are beginning to realize this. # Local station support is another important factor which should not be overlooked by the national advertiser in his consideration of TV programming. The amount of promotion and merchandising support which a station will make available to a syndicated film sponsor is greater than that available to a network sponsor. Promotion helps to build audiences, build ratings and increase the sponsor's opportunities to make sales. Of course, there are many more factors which have helped to raise the stature of syndicated film with national advertisers other than those already mentioned— high standards of production, great variety of programming types, big star names. I would, however, like to close with this prediction: In the 1958-1959 season, I am confident that 15 to 20 more national advertisers who hitherto have been network users only will turn to syndication as the only answer to their specific sales needs. National advertisers who have "sampled" syndication will be back for bigger portions. m