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SPONSOR-SCOPE consumed
NBC TV has apparently drawn a sales policy distinction between one class of nighttime spot carrier and another for the fall.
Buyers of Laramie and Bonanza will have to enter into IS or 26-week contracts if 20-minute segments are involved and the two allowable commercial minutes will have to be used each week.
In the instance of other spot carriers, such two minutes may be spread over two weeks and the term of obligation will be catch-as-catch-can.
Because of the promotion's success last year, Alcoa is repeating its weekend buys (10 spots weekly for 10 weeks) on Monitor this spring and next fall.
NBC Radio affiliates again can garner added revenue by selling adjacent spots to local builders, architects and suppliers.
Confidence seems to be on the rise among the top rank agencies that CBS TV will water down its new rules on commercial positioning before the fall.
The greatest resentment can be found among the creative fraternity. Echoing the theme of a recent Frank Stanton speech attacking programing control, the creative gentry holds that CBS' attitude toward commercials strikes at the very heart of the freedom of agencies and advertisers.
They warn that the strictures can hurt the sponsorship of public affairs programs, since the rules, if enforced, can tend to weaken the advertiser's message.
The uncommonly rough weather across the country in March proved somewhat of a boon to average sets-in-use: it was up over March 1959 and specifically 6% over this February.
Average sets-in-use at night for the past two months as measured by Trendex: month 1960 1959
February 56.2 59.1
March 59.5 59.1
Looks like the Peter Lind Hayes series, one of P&G's new starters for the fall, will wind up on NBC TV.
The other, Lincoln Jones and the Law, will likely find a berth on ABC TV.
The Hayes show was sold at $51,000 net for originals and half that for repeats, while Jones came in at $48,000 net for originals.
P.S. : CBS TV is reported to have passed up P&G's offer of the Hayes show.
NBC TV's big gift package for affiliates at the NAB meeting: four one-minute spots in prime evening time for spot sale during the 1960-61 season.
Where these spots are to be will be determined after the network has frozen its fall nighttime schedule.
CBS TV has yet to decide what it will do for its affiliates in a similar vein.
Look for Alcoa to put its tv emphasis next season on tv specials, spending around $3 million for 10 of them out of the Talent Associates shop.
It'll also break away from the Goodyear alternate arrangement and sponsor. IS addition to the specials, an alternate half-hour or hour show.
Even then Alcoa will be running behind Kaiser's commitment in tv a weekly hour and alternate half-hour, which, at list prices, would come to around lion, time and programs.
dollars for S 1 1 1 2 mil
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