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SPONSOR-SCOPE continued
Tv network gross time billings for this April — $55,922,827 — ran, collectively 4 but 7.3% over what they were for the like month of 1959.
This April's billings breakdown by networks: ABC TV, $12,701,240 (plus 23.2%) ; CB. TV, $22,580,032 (plus 2.3%) ; NBC TV, $20,641,555 (plus 4.6%).
Daytime billings for this April were down 4.1%, doing $16.6 million.
If you've been envying the daily rote of media analysts, take note of what"* facing them: trying to reconcile two differing sets of county-by-county tv set figure! released simultaneously by Nielsen and ARB.
This is the first time this simultaneous thing has happened.
Topping the confusion: ARB found 800 reversals when comparing its 1959-61 figures with the Nielsen-ARF 1958 figures. And the number of reversals will likely b larger when ARB's figures are compared with Nielsen 1960 data — since Nielsen figures cai only increase. (For an elaboration on all this see article, page 38.)
Nielsen has advised its clients that it's going ahead with NCS '61.
These customers have received, or will receive, the following information: • Field work on radio will be done this fall, while the field work on tv will be condm next spring. (Separation of field work on radio and tv is partly due to radio industry's feel ing a combined questionnaire tends to deflate circulation data.)
Date of delivery of data will depend on release of new census data on radio tv ownership — probably in the summer of '61.
The bulk of ABC TV's daytime accounts, according to the network, have pii up their options for the fall.
The renewers: Armour, Beech-Nut, ExLax, Gillette, S. C. Johnson, Johnson & Johnson, Staley and Whitehall.
Shades of Joe Culligan: now there's a fancy term to describe consumer attitude toward the advertiser's product: Perception Franchise.
Creative Research Associates director Irving White tossed the label into a meeting o the AM A on new products in Detroit last week.
His definition: the intimate impression that consumers have of basic values that the manufacturer provides and the relationship of the two that defines the area of behavior which stimulates the purchase.
Chemstrand (Doyle-Dane-Bernbach) is doing a reverse english: going from nighttime to daytime network tv.
The buy: nine quarter-hours in the last quarter ($200,000). The pitch: electric blankets.
Users of network spot carriers can go considerably off base if they compute their four-week accumulative audience on the basis of the program's total audience, or rating.
Commercials as a rule are revolved in these programs and to get a true picture of the combined reach the advertiser better know how each segment fared rating-wise.
Incidentally, if an advertiser upped his participation in spot carriers from one spot a week to four spots a week his reach would go from 40% to 80% (a 100% increase) and his frequency, or cum, would go from 1.8 to 3.5 (or almost double).
For other news coverage In this issue, see Newsmaker of the Week, page 8; Spot Buys, page 52; News and Idea Wrap-Up, page 72; Washington Week, page 59; SPONSOR Hears, page 62; Tv and Radio Newsmakers, page 96; and Film-Scope, page 60.