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SPONSOR-SCOPE continued
From the viewpoint of selling strategy nothing in air media is as volatile as daytime network tv.
Take the latest philosophy current at CBS TV: daytime has become strictly a matter of pricing, with the buyer far less concerned with programing than how he comes out on the end discount.
However. CBS seems determined to sell daytime strictly in quarter-hour units with the buyer required to use two minutes of his commercial time in each quarter-hour as contrasted with ABC'c policy of permitting the advertiser to scatter his commercial minutes any way he elects.
An example of CBS' adamant attitude: it turned down an offer of a five-minute weekdav strip on a program that's still wide open.
The burgeoning personnel turnover in the big agencies — management's No. 1 headache — keeps pushing the cost of supervisory people into higher and higher brackets.
Account supervisors range between $30-45,000 and the salaries of crack media group heads is not very far under this range.
To put it gently, a high grade media supervisor these days is considered pretty much on a monev par with a heavvweight account executive.
The competition in tv programing qualitative research keeps getting hotter : Trendex is introducing a new variation in its continuing audience measurement service this fall.
The plan: It will ask 200-300 reached during a polling period what they liked about a show thev said thev were watching. In three or four weeks those who responded favorably will be called again and asked whether they still tuned in that program.
Should the answer be in the negative, the prober will try to find out if it was because they found the show no longer to their liking and why.
The objective: To arrive at the basic reasons why a program is holding or losing its audience.
If you're a buyer of participations in late-night feature films, you may get an insight into audience trends from this Nielsen comparison of ratings and (shares) : market 1959-60 1958-59 1957-58
New York (Jan.) 10.6 (33) 13.5 (40) 14.4 (42)
Los Angeles (Dec.) 4.1 (24) 6.2 (25) 3.6 (21)
Chicago (Jan. i 9.6*(24*) 8.4(20) 7.0(23)
*Moved to earlier time in '59-60.
Beer and beverages ran away with the field as the eight "most effective" radio commercials of 1959 were honored Thursday at RAB's National Radio Advertising Clinic.
The winners in alphabetical order are Budweiser (D'Arcy), Coca-Cola (McCann-Erickson), Ford (JWT), Nescafe (Esty), Northwest Orient (Campbell-Mithun), Pepsi-Cola (K&E), Schlitz (JWT), Winston (Esty).
Selection of the winners was bv a 300-man ad panel.
DuPont (BBDO) solved its specials problem for next season when CBS TV this week agreed to take a maximum of eight of them — the client had figured on
10. CBS also gave DuPont the Friday 10:30-11 p.m. slot for the June Allyson series. Remaining entertainment specials that CBS will take: 14.
For other news coverage in this issue, see Newsmaker of the Week, page 6; Spot Buys, page 55; News and Idea Wrap-Up, page 110; Washington Week, page 105; sponsor Hears, page 108; Tv and Radio Newsmakers, page 120; and Film-Scope, page 106.
SPONSOR • 2 APRIL 1960