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SPONSOR-SCOPE continued
With fall selling on its last lap, the tv network picture as a whole is considerably better than had been anticipated just a few weeks back.
The unsold segments amount to just about what they came to this time a year ago, although it should be noted that NBC TV turned back to the stations one more 10:30 period that it had the year before. The same applies to CBS TV.
Still available to takers on each of the networks:
ABC TV: Half of Bugs Bunny, The Law and Mr. Jones and thirds in Hong Kong and The Roaring 20's, plus a minute on Make That Spare.
CBS TV: Half of Person to Person, part of the Aquanauts show, as well as a sell-off of Bringing Up Buddy.
NBC TV: Half of Wells Fargo, This Is Your Life and Klondike, thirds in Shayne, Bonanza, Tall Man and The Deputy; plus a sixth of Thriller.
Though P&G has elected to cut back its investment in them, network tv soap operas are still enjoying brisk health audience-wise.
ABC TV took recognition of this state of affairs by scheduling a couple of them itself for the fall.
Taking April-March in each case out of NTI, here's how the soaps have performed over a period of years:
1955 1958 1960
Number 13 11 16
Average Audience % 7.9% 9.0% 8.9%
Average Homes 2,599,000 3,825,000 4,027,000
Even though the tv networks haven't completed their slotting of specials for the 1960-61 season, it looks as though the straight entertainment type of show in this area will tally around 90 in number and cost in the neighborhood of $35 million for time and talent.
From indications NBC TV will have twice as many of this stripe as CBS TV, which means a minimum of 56, while ABC TV is under commitment for six.
Newcomers to the special field will include Danny Kaye, Debbie Reynolds, John Wayne.
Simoniz (DFS) has given CBS TV the nod as its daytime medium.
The order's for four quarter-hours a week, but the network has yet to work out just where Simoniz will be spotted on the schedule, including a nighttime minute.
The other two networks had also been in there bidding for this $1 million piece of business which will run from mid-September to mid-December.
Armour (FCB) has renewed with ABC TV for a batch of 24 daytime quarterhours.
Meantime NBC TV, which also has Heinz baby food business, is bidding hard to wean away those four quarters a week that Beech-Nut (K&E) has with ABC.
ABC hasn't made its counter pitch yet, but it figures that maybe Beech-Nut wants to reduce its coverage for the baby food line. On the other hand, ABC can't imagine the account giving up Dick Clark in connection with its chewing gum — a natural selling personality for that product.
The Disney hour has been closed out for the final quarter at least, with Canada Dry (Mathes) picking up an alternate half-hour.
General Foods' Post cereals division (B&B) elected to alternate-sponsor in Class A time on the same network a show that's likewise kid-audience dominated : Bugs Bunny.
OR • 15 august 1960 23