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Most significant tv and radio
neivs of the week u ith interpretation
in depth for busy readers
SPONSOR-SCOPE
27 JUNE 1959 Miller Brewing's remarks to reps last week might be a tipoff that the pendulum
c*»yriiht in* is going to Bwing in favor of radio this fall.
sponsor Miller told spot i\ contacts thai it doesn't want to talk about that medium. The rea
publication* ino. son : it's become too expensive for its pocketbook. Miller thus seems sel to get hack to
radio on the old grand scale.
(See page 38 For a rundown of Miller's current merchandising
Vick's t\ activity for the cold season is beginning to shape up: 20-minute participations in CBS TV's Rawhide and Line Lp and about $2.5 million in spot.
There'll also be some daytime network. (For more on seasonal ad\ertisers, see p. 2
TvB will make available to spot buyers in July a massive compilation of audience composition data — both national and local -which for the first time will show bow many men, women, teenagers, and children in the country view the various types of programs.
The study, which will be loaded with tables obtained from Nielsen national!) and Pulse local-wise, will provide among other things a detailed audience composition analysis of local feature film viewing vs. syndication programs by type.
National spot radio this week got into the American Motors" (Geyer) picture via a six-week buy in over 50 markets Monda) through Friday, starting 27 July.
(American is already in spot tv, using 74 markets with a schedule of Frida\ night minutes and I.D.'s.)
Another major spot breakout of the week: Ray-O-Yac batteries (Howard II. Monk. Kockford, 111.), 104 announcements in two flights in over 100 market.-. Schedules will run Thursday, Frida\ , and Saturday, and the lliiihls are 27 August19 December and I 7 Ian n ary-17 April.
Business eventuating from tv availability calls on P&G brands out of "Sen York plus activity by Vitalis (DCS&S) and Pillshury (Burnett) should balance in measure this week's Alka-Seltzer (Wade) cancellation for the summer and the calling off of Mr. Clean (Tathum-Laird) daytime schedules.
Alka-Seltzer's withdrawal is just for the summer. It will be back in the fall with heft) schedules of minutes, in contrast with its previous preference for 20s and I.D.'s.
The P&(i calls are for Charmin Paper Products and Zest (both B&B).
Pillsbury's schedule of night and day minutes is in behalf of ingel 4 ake Mix; the\ will run in 75 markets for live weeks.
For saturating a radio audience \sitli a single type of product you'll have I" long waj to beat the setup WISH. Indianapolis, has on Saturday-.
The entire schedule from 8 a.m. to 8 p.m. is devoted to d.j. remotes from auto salesrooms and used car lots. In any even!, it's solved the station's Saturday business
problem.
sponsor • 27 June 1959 21