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Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR -SCOPE
10 OCTOBER 1959 o«i«iiM im
•PONSOR PUBLIOATION* INO.
There's a dual-camp rush for the westcoast going on: (1) Network program people bent on getting started with freelance })roducers on material for the 1960-61 season and (2) jittery agencymen for a look-around at what might be on hand if they have to cancel their present shows at the end of the 26-week cycle.
To seasoned Madison Avenue showmen the mood and mental attitude of the rush offer a curious study in jumping before the mold is set. They pose these questions:
• Wouldn't it be better for the hunt-bound agencymen to spend the time improving what they've got than to concentrate on what they think are greener fields?
• How can the network people predicate their future programing stock on past performance — particularly as to types — when they don't know how the viewers will react at the rating polls to the new product just going on the air?
Planning ahead, they admit, is an imperative of tv, but it can be detrimental if the timing isn't right.
General Mills is taking its first stab at using the medium itself to apprise its national sales staff of all the company's tv ramifications for the 1959-season.
It will be done in November by closed circuit via ABC TV, with General Mills salesmen and their district chiefs gathered for the event at that network's affiliated stations.
CBS TV's latest effort to break down the seasonal nature of the medium is something that analytical minds among spot tv sellers have been urging for some time.
Their contention has been that tv's foremost problem was not getting business but increasing the number of spot users — or broadening their base — so that there wouldn't be those sharp seasonal valleys and peaks.
(See page 20 for reaction sumup to CBS TV's changes in discount structure.)
If you hold some shares of AT&T, you'll be interested in knowing the bill to the three tv net works for transcontinental circuits will tote up to over $35 million for the current year.
The estimated allocation: $13-14 million for CBS TV and NBC TV each and between $9-10 million for ABC TV.
Point of comparison: Line costs for the four radio networks this year is expected to run jointly between $13-14 million.
Tv, apparently is not going to let the magazines get away much longer with their methods of comparing ad exposure vs. tv commercial exposure.
NBC Research, in particular, is working up an analysis that will answer these magazine exposure studies.
What especially bums the researchers in tv is that the figures checked out for magazine ads are mostly bigger than the calculations shown for tv by Nielsen.
Another objective of the NBC TV project: To knock down the magazines' practice of automatically deducting 20-25% of potential tv home exposures on the theory that percentage of viewers are away from the set when the commercial is on.
10 OCTOBER 1959
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