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SPONSOR-SCOPE continued
Latest sharp tilt in tv network prestige and standing: NBC TV": capture of topi audience place in the coverage of the Democratic convention.
The margin of difference over CBS TV, former kingpin in such sweepstakes, was sc where around 40%. That is, according to Arbitron.
What the smash success of the Huntley-Brinkley team is expected to lead to al CBS TV News : a measure of change in style among the network's big news guns. Less treating of everything as highly portentous and serious and more salting of events and the people in them with human and puckish perspective.
A tipoff as to how much CBS is concerned by this popularity switch : it's asking in many quarters just what was it that went wrong and gave NBC the edge.
Talk about marathon presentations, McCann-Erickson International appears to have set a new record.
The entire story of its world-wide operation, as now being pitched to prospects, rati four and a half hours.
Judging from the say-so of accountmen in New York agencies, the beer industry hai been enjoying a record first six months.
The increase in barrelage is expected to show at least 3% over the initial six monthi of 1959, which was also a record half.
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Spot tv was on the receiving end of a couple sharp cutbacks last week, both out of the Bates shop.
The dimensions of the retreat: Colgate Dental Cream to virtually a rateholding position; Carter's Pills in a clean sweep. Arrid was affected on those schedules where it alternated with the pills.
The dentifrice schedules are due back in the f all, but there's an impression the Carter, pullbacks may have this motivation: remodeling the commercials as a result of the FTC critiques.
This is a sort of telling week between Nielsen on one side and CBS TV and NBC TV on the other: they're meeting to try to iron out their differences over a ne* contract.
Commitments run out at the end of this month, but the two networks are still entitled to the first July reports, due next month, which will show the new 50-mark^ ratings and the audience count based on total U. S. homes.
Should the negotiations fall through, the duo will have to do their fingerpoinl from Arbitron solelv.
A rep thinks he has evolved a way for taking his radio stations off the spol when they're offered a schedule at local cardrate by the distributor of a nationa product.
By arrangement with his stations, the rep is immediately advised by phone that sucb an offer has been made.
The rep then contacts the agency on the product. He points out that the agency will It adding its commission — usually 1714% — to the local rate, making the total billing ju^l about what it costs to buy the time at the national rate.
If the agency reacts negatively, the rep quickly gives the station the signal to g ahead and pick up the business at the local rate.
For other news coverage in this issue, see Newsmaker of the Week, page 6a Spot Buys, page 51: News and Idea Wrap-Up, page 60: Washington Week, page 55: sponsoi Hears, page 58: Tv and Radio Newsmakers, page 78: and Film-Scope, page 56.
sponsor • 25 JULY 196 J