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SPONSOR-SCOPE continued
About the only packaged detergents that have made strides the past year in upping their shares of market are the leader, Tide, and the same P&G's Mr. Clean.
Tide's up 1% over its share of a year ago, while Mr. Clean has forged considerably ahead of Lestoil in their competing markets.
Here's a rundown of the latest shares of markets for the leading national packaged detergents by types:
General purpose solids: Tide, 21%; Cheer (P&G), 9%; Fab (Colgate), 6%.
Low suds: All (Lever), 5%; Dash (P&G), 4.5%; Ad (Colgate), 1%.
Liquids: Wisk (Lever), 4.5%; Joy (P&G), 4%; Ivory (P&G), 4%; Lux (Lever), 3.7%.
Total shares represented by these brands: 61.2%.
Note for spot sellers: Mr. Clean, out of Tatham-Laird, will be upgrading its schedule, after the new P&G fiscal year starts in July.
The combination of P&G's Gleem and Crest are still outselling Colgate dentifrice in the food markets, which account for about 70% of dentifrice sales.
The latest shares in that retail sector: Colgate, 31%; Gleem, 22%; Crest, 11%; Pepsodent, 10%; Stripe (also Lever), 8%; Ipana (Bristol-Myers), 7%. Total: 89%.
Bell & Howell has switched its public service fealty to ABC TV for next season.
The buy: Five one-hour and 10 half-hour programs in pre-empt nighttime, and eight of the half-hour Winston Churchill series (Sunday 10:30 p.m.).
B & H's expenditure with ABC will run well over $2 million.
Live nighttime programing will be at its lowest ebb on the tv networks this fall : it will account for but 20% of the total commercial hours, compared to 36.8% for the 1959-60 season and 31.3% the season before.
Here's a comparison for the three seasons covering regularly scheduled sponsored programing per week:
NO. OF COMMERCIAL HOURS TOTAL COMM. HRS.
21 Live 46 Film 67
231/2 Live 40y2 Film 64
15 Live 60 Film 75
Breakdown by networks of live vs. film total hours per week: ABC TV, 2^ live, 23 V& film; CBS TV, 6I/2 live, 17% film; NBC TV, 6 hours live, 19 hours film.
The trend toward training agency buyers to handle all media seems to be gaining momentum in Chicago: K&E has just reorganized on this basis, following in the footsteps of Y&R and FC&B.
As pioneers in the movement found a year ago, the all-media buyer in time loses his parochialism in the matter of print vs. air, sheds self-consciousness in dealing with his staff and becomes aware of the proper media balance for a client.
Sellers of spot tv who soberly scan the hefty inroads being made into their territory by network spot carriers still have something going for them that the networks can't take away.
The something: spot's special ability to beef up frequency in those markets where the need is relatively greatest.
This comment, as voiced this week by a prominent media director, was inspired by the fact that two of the giants in his shop will be spending more than ever for spot during the coming fiscal year.
Incidentally, one manufacturing sector that sellers of spot tv deem away behind the times in efficient use of the supplementary technique is Detroit. The automobile people, say these sellers, are still inclined to equate all markets alike.
SPONSOR • 13 JUNE 1960
YEAR
NO. OF PROGRAMS
1958
30 Live 74 Film
1959
39 Live 70 Film
1960
21 Live 92 Film