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SPONSOR-SCOPE continued
There may be something meaty for tv to ponder in the eontinuing trend by bellwether P&G toward reducing its daytime investments.
The Cincinnati giant will spend more dollars than ever in tv during the 1959-60 season, but the daytime sliee will again be smaller.
Measured by years, P&G's daytime billings in 1959 will be 20% less than they were in 1958, while the daytime share in that year was 10/v under 1957.
From the media director of one of the P&G agencies SPONSOR-SCOPE gathered that these were the underlying reasons for the trend:
1 ) With sets-in-use about the same and shares down, the lower cost efficiency is making it tough for the less housewife-oriented brands to stay in network tv.
2) A conviction that in terms of audience delivered daytime is still much overprieed compared to nighttime, and that the basie price ratio of half the nighttime rate is ae outdated as the seven-ineh tv receiver.
Despite P&G, network tv finished the first six months of this year with record daytime billings. The daytime share of total billings was the highest — 28.4% — in history.
Another evidence of daytime's rising strength is what it's been doing vis-a-vis the women's and home magazines. Here's a comparison of network tv daytime billings and women's-home magazine advertising for the first six months:
network 1959 1958
ABC TV $13,073,578 $ 7,557,490
CBS TV 41,986,570 37,460,641
NBC TV 33,349,136 24,879,937
Total Daytime $88,409,284 $69,897,937
MAGAZINE
Ladies' Home Journal Better Homes & Gardens Good Housekeeping McCall's
Everywoman's-Family Circle American Home Woman's Day House Beautiful House & Garden Living for Young Homemakers Total Service Magazines *This represents an 8rr increase over vantage over these 10 magazines is 24%,
1959
$15,782,000
13,758,000
11,197,000
9,581,000
5,413,000
4,665,000
3.271,000
3,337,000
2,017,000
2.069.000
$71, 090,000 *
1958
$13,787,000
13,719,000
10,895,000
9,659,000
3,782,000
4,815,000
2,344,000
3.360.000
1.842,000
1.776.000
$65,979,000
the like period of 1958. The combined network adcompared to but 6r( last year.
In view of the boom status of nighttime network tv, Madison Avenue media directors are bemused by this eurrent paradox: Network salesmen have stepped up the competitive heat to snag whatever pennies may be still lying around.
The pressure behind them stems from thi -; motive: Sales racked up from here on out represents profit money, and apparent l\ all the networks are bent on showing record profit margins for that quarter.
If Minnesota Mining (BBDO, Minneapolis) wants to sell its tape line to kids this fall, it will have to go spot or buy a piece of some network show.
The account's about given up its quest for a network time period for the Magic Circus (30 minutes) that it's been testing in five markets. DFS is now looking at this show for General Mills as a Sunday 5:30 prospect.
29 august 1959
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