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SPONSOR-SCOPE continued
Barter has r<»artMl ilH liea«l in notwork tv?: As pari payment for 12 ilaytime quarter-hours ABd TV took over from Coty six 30-minute fihns starring Maurice Chevalier. The Coty participations start next week and extend into May.
Coty (BBDO) will continue to use spot tv from time to time.
Quite a mass of analytical data has heen suhinitted to Colgate to help guide its future program-buying and other policies with regard to network tv.
Among the studies was one showing how average ratings and shares have fared since the three networks became closely matched on audiences and others ])urporting to show that all the other big daytime advertisers are given to the scatter plan concept.
To illustrate what's been happening to night-time audience quotients as a result of the intensified network competition, one of the studies made these points:
1) During the 1957-58 season 90% of the 30 top-rated shows got a share of 45% or better, whereas during the 1958-59 season only 23% of the 30 top-rated shows carved out a 45 share or better.
2) Only 18 of the 53 regularly scheduled newcomer programs in the 1958-59 season — or 34% — were continued under sponsorship in the 1959-60 season.
Here's a chart of the breakdown by type of those survivors, with "successful" designating shows that got 10% or more above the average rating for all evening shows and "renewed" indicating programs that didn't do as well but were continued.
RENEWED
1 1 1 1 2 0 1 7
Note: The 18 shows that survived represented 34 /i of the total new shows.
Colgate alone among the seven biggest-spending advertisers in daytime network tv doesn't spread its participation among many programs, as shown herewith:
NO. DIFFERENT SHOWS 9 9 2 9 9 9 9
TYPE
TOTAL NEW SHOWS
SUCCESSFUL
Suspense-Crime
13
2
Westerns
10
6
Situation Comedy
8
1
Variety
8
1
Aud. Partic.-Panel
7
0
Adventure
4
0
General Drama
3
1
TOTAL
53
11
NO. 1/4 HRS.
^ERTISER
NETWORK
PER WK.
P&G
CBS-NBC
34
Lever Bros.
ABC-CBS-NBC
161/2
Colgate
CBS
11
Amer. Home
ABC-CBS-NBC
10
Sterling
CBS-NBC
7
Toni
ABC-CBS
61/2
Gen. Mills
ABC-CBS-NBC
6
One thing already revealed by the gigantic continuing qualitative media study being conducted by JWT: Tennessee Ernie is the hottest air salesman that's come up the pike since Arthur Godfrey.
This performer, according to data ci)nipiled. nol only gets a lopnofcli believability and likeability quotient but sells Fords like Godfrey used to sell teabags.
JWTs basic objective of this study, which has been going on for some time, relates to ( 1 I all media and (2) the relative effectiveness of each to selling in specific cases.
10 OCTOBEU 1959
21