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SPONSOR-SCOPE continued
Competitive media can't look for much comfort in the network tv cost situation: The cost-per1,000 for the leaders keeps moving down.
These costs-per-1000-homes-per-commercial-minute arc based <>n the December Nielsen and are ranked in ascending order:
PROGRAM PER TIME & SHOW COSTS
AA HOMES*
CPMHPCM
L. Welk (Dodge)
$ 98,000
9,614,000
$1.69
Maverick
136,300
12,746,000
1.78
Wagon Train
160,000
14,834,000
1.79
Gunsmoke
94,900
16,617,000
1.90
Rifleman
78,800
13,137,000
1.99
Name That Tune
74,200
12,398,000
1.99
Have Gun, Will Travel
91,400
15,008,000
2.03
Real McCoys
77,700
12,659,000
2.04
Price Is Right
76,000
12,093,000
2.09
Welk (Plymouth)
88,600
7,004,000
2.10
I've Got a Secret
82,800
13,137,000
2.10
Sun. News Special
20,300
3,176,000
2.10
Cheyenne
153,500
11,789,000
2.13
Wyatt Earp
81,000
12,441,000
2.17
Perry Mason
162,100
11,832,000
2.28
Sugarfoot
154,400
11,049,000
2.32
The Texan
89,700
12,572,000
2.37
People Are Funny
78,500
11,006,000
2.37
Lucy-Desi Special
180,000**
12,311,000
2.43
Zorro
79,800
10,571,000
2.51
'Average audience.
**Talent cost here represents
average cost of entire
Westinghouse series.
The present network tv season still has several months to go, but there appears to be little dispute among Madison Avenue showmen what shows rate as the No. 1 hit and No. 1 sleeper of the season.
Tops in the "hit" category: The Rifleman. The No. 1 sleeper: 77 Sunset Strip.
The Brewers Foundation is being readied by JWT for a debut in network tv.
An interesting sidelight on the beer business, which may or may not have anything to do with the Foundation's campaign: The volume from year to year has increased only in relation to the increasing population.
In other words, per-capita consumption hasn't been making any headway.
Last year's tax-paid withdrawals totaled 84.4 million barrels, a gain of but 53,991 barrels over 1957.
A believe-it-or-not: Wisconsin consumes more beer than milk, despite it's renown as "the" dairy state. Last year it accounted for 845,591 barrels, or 12.7% of the total.
(For complete roundup on the beer industry, see 31 Jan. and 7 Feb. issues.)
Total daytime sponsored hours on the tv networks continue their upward trend.
Here's how each network stacked up in number of such hours the first week this month as compared to the year before:
NETWORK FEBRUARY 1959 FEBRUARY 1958
ABC TV 21 hrs. ; 50 mins. 5 hrs.; 35 mins.
CBS TV 25 hrs.; 8 mins. 26 hrs.; 33 mins.
NBC TV 18 hrs.; 45 mins. 16 hrs.; 30 mins.
TOTAL 65 hrs.; 43 mins. 48 hrs.; 38 mins.
Note: ABC TV this week suffered its first switch since the inaugural of Operations Daybreak — Nestle moved to NBC for two quarter-hours a week.
SPONSOR • 21 FEBRUARY 1959 21