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SPONSOR-SCOPE continued
NBC TV has done quite well so far in filling up the open night-time made available for the summer as a result of the network's willingness last fall to take 39week contracts.
These summer sales include: Purex, 13 weeks of Who Pays?; Flit Chemical, segments of David Niven Show and Cimarron City; GE Refrigerator, alternate weeks of Boh Cummings Show and M-Squad; Gulf Spray, parts of Ellery Queen and Cimarron City; Midas Mufflers, participation in Lawless Years, Suspicion, and Cimarron City; Sergeant's Dog Care, alternate weeks of Masquerade Party.
An NBC sale for the fall this week: Liggett & Myers, three half hours of Bonanza and Laramie each on an alternate week basis over 13 weeks. And a daytime sale: Edison Electric Institute, two quarter hours on eight alternate weeks of Truth Or Consequence plus the Price Is Right.
Even though network tv will have the biggest final quarter ever, the people who do the forecasting at the networks agree that the margin of increase over 1958 can't go beyond 9% or 10%.
Their explanation:
The progression of rate increases and longer station lineups isn't enough to count importantly in the billings. Roughly, the indicated margin of rate increase per network for the next year: CBS TV and NBC TV, 2»/2-5%; ABC TV, 10%.
All the network forecasters also agree on this:
Next year should be a very profitable year for the networks as a whole — providing they can keep their program and talent contract write-offs down to a minimum. Last year these write-offs ran to over $50 million.
The latest station image study — this one for CBS tv spot sales — was unveiled to buyers this week, with the traditional intent of demonstrating that there are factors to be considered other than existing audience measurements.
Gist of the findings: Five projective attitude tests showed that CBS stations WCBS TV, N.Y., and KNXT, L.A., have a competitive edge in listener interest, topic of viewer talk, commercial believeability, confidence in the advertiser, and programing.
Number interviewed: 1,200. Conductors of the study: Institute for Motivational Research and Marketing Planning Corp. (McCann-Erickson affiliate).
The survey will be shown to admen in L.A. on 30 June and in San Francisco on 1 July.
CBS spot did a similar study on radio stations over a year ago.
It could be due to "efficiency" or saving a buck, but the unemployment situation among the older timebuyers in Chicago is beginning to get serious.
More and more pros are being replaced by younger, less expensive buyers along Michigan Avenue. Here's how the outs see it: They've become too highly-priced for an industry in which they've spent most of their lives; hut what can thej <1<> with their specialized talent in other fields?
Socouy (Complou) is abandoning network this fall (il"s mow on NBC TV with I ra< kdown) for at least a year's alliance with spot t\. It wants to concentrate its ad power in special areas.
\\ hether the money will go to syndication or announcement schedules hasn't been settled yet.
For other news coverage in this issue, see Newsmaker of the Week, page 6; Spot Buys, page 58; News and Idea Wrap-l'p, |u-<' <•<>: Washington Week, page 61; SPONSOK Hears, page 64; l\ and Radio Newsmakers, page 7!'.: and Film-Scope, page 62.
24 sponsor • 27 june 1959