Sponsor (Apr-June 1960)

utilizing animation of the past two seasons, but no other new contribution to animation style could be seen on the commercials horizon. The performance of commercials containing animation is a continuing subject of debate. A recent Schwerin study discovered that hybrid commercials— using both animation and live action— performed better than those using either all animation or all live action alone. In the recent First American Tv Commercials Festival and Forum, the proportion of commercials containing animation which won first prizes was considerably higher than the proportion which was considered. Animated entries constituted approximately one out of five of the 250 semi-finalists, but commercials containing animation walked away with one out of three of the 37 first prizes. These top winners included Minneapolis Gas (Knox-Reeves) made by Grantray-Lawrence and Playhouse Pictures; Fresh (Daniel & Charles) by Elliott, Unger & Elliot; American Dairy ice cream (Campbell-Mithun) by TV Spots, Inc.; Ernie Ford program opening I J. Walter Thompson) by Playhouse Pictures; Union Oil (EWRR) by Playhouse Pictures; two commercials by Lestoil (Jackson) by Robert Lawrence Animation; United Cerebral Palsv by Newsfilm Productions; King Cotton Sausage (Rosengarten & Steinke) bv Fred Niles; Kaiser foil (Y&R) by Freberg with Plavhouse; Johnson & Johnson Strip, Patch & Spot (Y&R) by Elektra, and Seven-Up (J. Walter Thompson) by Ray Patin. The commercials festival also served as a reminder of memorability of animated commercials. Nine of the spot shows in the Commercials Classics of past seasons contained animation. They were: Ajax (Sherman & Marquette) by Shamus Culhane: Muriel (Lennen & Newell) by Shamus Culhane; Hamm's (Campbell-Mithun) by Swift-Chaplin: Bardahl i Miller. Mackay, Hoeck, Hartung) by Rav Patin; Alka Seltzer i Wade) by SwiftI Chaplin; Jello (Y&R) bv UP A and Swift-Chaplin; Paypo (FRC&H) by Storyboard; Phil Silvers Camels openings (Esty) by Pelican; and Butternut (Buchanan-Thomas) by Freberg/ Fine Arts. ^ SPONSOR • 27 JUNE 1960 PRE-PRESENTATION MEET of San Francisco Radio Bn execs. (I to r) Bill Shaw, v.p.-gen. mgr., KSFO; Milt Klein mgr., KFRC; Homer Odom, v.p.-gen. mgr., KABL; Mai adcasters Assn. grouped West Coast gen. mgr., KEWB; Bill Nichols, gen. rie Webster, v.p.-gen. mgr., KCBS RIVAL STATIONS RALLY TO PITCH S.F. MARKET I hirteen rival San Francisco stations held their fire and joined forces in a major drive to promote their market. The occasion: A presentation meeting of the San Francisco Radio Broadcasters Association held at the Hotel Roosevelt in New York City last week. First of its kind, SFRA was started a little under a year ago. when 75% of the stations invited to make their individual presentations and discuss their individual marketing problems at an RTES seminar, decided the seven-minute time limit set for each was not sufficient for complete and effective coverage of their storj . How then to get across their market message completely, effectively, and with no time limitations other than those self-imposed? The solution— not an uncommon one in the industry today — was to form a group. therein lend strength to their individual as well as common objective?. Members of the newly formed association (namely, KABL. KCBS, KDIA. KEWB. KFAX. KFRC. KGO, KNBC, KOBY, KRE, KSAN, KSFO. K\ \ i . covered the following highlights at the presentation meeting: • 24' "t of total available San Francisco audience is tuned to radio during any average quarter hour (according to recent Pulse survey). • San Francisco has greatest tunein percentage of two big western markets (based on Nielsen survey I. • Rapid expansion of population. San Francisco's current population of 3,752,000 is four times what it was in 1900. with greatest growth (threequarters of the total I outside cit) proper. • Total expenditures since 1940 have doubled — up to 123%. • Car owner have increased more than 85^5 in last K' years, with over 1,500,000 now radio-equipped. • San Francisco plays host to 1,622,923 tourists a year, who leave behind them total of $85,690,334. \« compared with print, the SFR \ presentation reports that any one of the Pulse rated iadio stations reaches unduplicated homes more than twice the 20r( newspaper figure, with coverage as high as 60%, 70%, and 80$ for SFRA stations. ' ^