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Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR -SCOPE
Copyright I960
SPONSOR
UBLICAT10NS INC.
Jot down the watch industry as one where air media will figure more potently than ever during the next 12-18 months.
Sparking the heated competition is the kingpin of the pin-lever watch, Timex, which besides using three specials this fall will be spending $300,000 for spot tv in 70 markets in December and probably again next spring.
Timex has geared itself to keep the pot boiling with a couple more innovations: (1) widening distribution among the jewelry, as well as the drug and tobacco, trade by entering the $19.95 class; (2) mass-marketing the battery-driven watch with a number that will be sold somewhere between $30-40.
Hamilton is already in the electric watch field with an item that sells for $89 and Bulova has one listed at $70.
Buying action in national spot tv continued at the perky pace of the previous week.
The orders and availability calls:
NEW YORK: P&G's White Cloud (DFS), four day and two night spots a week; Pepto-Bismol (B&B), prime 20's and fringe minutes; Duncan Hines (Compton) seven minutes a week; Nestle's Decaf (McCann-Erickson), 20's and minutes day and night; Minute Maid (Bates) ; Hostess cake (Bates) ; regular and instant Chase & Sanborn (JWT) ; White Owl & Robert Burns (Y&R), sports participations and adjacencies.
MIDWEST: P&G's Jiff peanut butter (Burnett) ; Eversharp pen (Compton) ; Pard (DFS) ; Carling's Black Label beer (Lang, Fisher & Stashower, Cleveland) ; Wayne candies (Kight, Columbus) ; Kenner toys (Sive, Cincinnati) ; Robin Hood flour (E. H. Weiss, Chicago).
National spot radio buying for the fall came alive in the New York sector last week, with availability calls on two food accounts.
Borden's Instant (DCSS) was talking about an eight-week flight in 50-60 markets starting 19 September and Campbell Soup (BBDO) acted on the first regional leg of its fallwinter saturation spread — just for stations above the Mason-Dixon line.
Looks like this season's spot tv bellwether out of Detroit will be Pontiac's new compact, Tempest.
At least, Pontiac's the only automotive planning to use spot tv, with 60% of the total budget earmarked for the car.
There'll be multi-station buys in 50 top markets via McManus, John & Adams, with an average of $9,000 per station.
SHSOR • 15 AUGUST 1960
A management member in one of the top four agencies passed on to SPONSORSCOPE last week a suggestion that may tickle the fancy of radio broadcasters.
The proposal: they take a look at seasonal audiences vs. rate structures and then mull the idea of setting up a summer rate higher than the winter rate.
His premise: listening must be higher in the summer what with all the car and portable uses and that this advantage dramatized by the higher rate could be a talking point by the agency to the client.
He pointed out that magazines going to regional issues wasn't especially momentous but it did serve the agency as a lever for asking clients to take another look at that medium.
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