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Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR-SCOPE
25 APRIL 1959
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SPONSOR
PUBLICATIONS I NO.
Tv stations can look to a massive spurt of spot tv activity in June.
A SPONSOR-SCOPE check this week among major spot agencies indicates: (1) earlierthan-usual wrapping up of network needs will make it possible for agencies to embark on their fall tv spot buying in a few weeks, and (2) the magnitude of the business will be considerably over that of the previous fall.
Don't be surprised if ABC follows the CBS TV pattern and sets its official network option time block at night from 8 to 11 — which means moving it forward half an hour.
However, also like CBS, ABC would go on programing the network from 7:30 p.m.
Under the broadcast law, a station can't allocate more than three hours by contract to a network in the morning, afternoon, or night, but there's nothing to prevent an affiliate from accepting additional programing.
The tendency among buyers to determine by their own formulas what a radio station's rate should be is showing up more and more.
A Chicago rep last week rejected a radio buy in 10 major markets because the client tried to set the rate.
The formula on which the rate was based: $1 per-thousand-homes for six gross rating points per week.
The same account has evolved a pricing formula for tv, but as yet it hasn't tried to impose it when buying. The tv formula: $1.20 CPMH for as many rating points as the traffic will bear.
(See prior item on radio buying tactics for skill in 18 April SPONSOR-SCOPE.)
NBC-TV will put into effect this fall something it dreamed up a year ago: Setting aside an hour on one evening of the week for specials exclusively.
The period: Friday 8:30-9:30. The sponsors include Hallmark, Rexall, Timex, AT&T, Pontiac, Oldsmobile. and United Motor-A/C Sparkplug.
The fall buying and shopping pace among the tv networks the past week was not quite so hectic as it had been in recent weeks. But there were these developments:
• General Foods renewed Danny Thomas, Ann Southern, and December Bride on CBS.
• Loretta Young shied away from the NBC Wednesday 10:30-11 p.m. niche,
which P&G had deemed preferable to Sunday night.
The three tv networks in February jointly grossed a tidy $48.9 million in time sales, 9.5% better than the like month of 1958.
The LNAR-BAR compiled February billings by network as released via TvB this week:
m;twork
1959
1958
%
INCREASE
ABC TV
$10,024,460
$ 8,441,988
18.7%
CBS TV
20,806,220
19.410,741
7.2
NBC TV
18,036,964
16,785,315
7.5
TOTAL
$18,867,644
$44,638,044
9.5%
SPONSOR »
» 25 april 1959
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