Sponsor (Apr-June 1959)

Record Details:

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un. FILM-SCOPE continued The only real objection iii.it li.i -|>i mi up in Canada to I . S« television film in against the series that glorifies U. S. service forces. As a corrective, some series like Flight have tried to involve the Canadians in episodes based on records of Canadian forces. The importance of Canada to film economics is pointed out by Paul Talbot of distributor's representative Fremantle. For instance, the maximum for a li. S. series i $3,000-5,000 per week, plus an additional $2,000-2,500 for the French language network. Keep your eye on this danger sign: the ratings potential of syndication in March this year appeared to have fallen off a few points compared to last year. If you compare Telepulse charts in SPONSOR last month with those of March 10.")!! vou'll find that the top 10 shows slumped from a range of 24.4 to 18.7 in their averages down to from 20.2 to 15.6. Shows that stayed in production retained their ratings status in general, but the worst slumps were suffered by the series that had no more new episodes to offer and where the re-runs probably got into a poorer time period. A major reshuffling of audience loyalties in hotly contested markets like New York has taken place since last season with syndication a major weapon of the independents to hold on to ratings. WPIX, for example, reports stable ratings in the midst of a combined networks and independents fight that has hurt other outlets. The money behind WPIX's current "Blocknight" plan, is largely national spot in participations. New buyers lured by WPIX this season include Tareyton, L&M, Philip Morris, Miles Labs, Zest, Joy, Colgate, Lipton, Borden, Ovaltine, American Chicle, Minute Maid and others. COMMERCIALS Look for the networks to get into the fight for tape commercials business — a switch on past policies of quietly accommodating existing program clients with tape services. Up until recently various tape producers have benevolently lent their technicians to one another in an effort to get the bugs ironed out of tape procedures. But the new attitude is expected to be one of competitive self-interest with cooperation fairly rare — a sure sign that tape commercials has already outgrown one stage of its infancy. A new Schwerin study has come to the defense of the before-and-after technique so frequently used in drug and remedy commercials. The before-and-after scored 105 compared to 98 for other types. On the same effectiveness scale of 100 as average, the straight before-and-after was tops with 121. and the reversed after-and-before switch was still good with 112. but two other techniques fared poorly. The two approaches that compared unfavorably were the before-and-after commercial that showed the product in use, with a 96 score, and least effective at all v\a the commercial that simultaneously showed before-and-after in a split screen, scoring only 91. ONSOR • I VI'RIL 1959 59