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Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR-SCOPE
3 OCTOBER I960 Three tv perennials from the food field have likewise turned to spot radio for
copyright i960 sizable runs this fall.
sponsor The trio: Skippy Peanut Butter (Guild, Bascomb & Bonfigli), Nabisco (McCann-Erick
publications inc. son) and Maypo Maltex (Fletcher Richards). All are using minute announcements.
SSC&B, says it bills $65 million, underwent last week the first upper echelon realignment the agency's had since Brown Bolte came in as president.
The motive for the shuffle as put out by the agency: get a wider spread of people responsible for running the agency and the account.
Effected by the changes:
Raymond F. Sullivan: moves from chairman of the board to chairman of the executive committee. Brown Bolte: switched from president to vice chairman of the board. Alfred Seaman: from executive v.p. and creative director to president. S. Heagan Vayles: from vice chairman to chairman of the board. Seaman came from Compton where he was also creative director.
Broadcasters are genuinely worried lest the FCC separate and reassign stations to drop in extra licensees.
Such a situation would undoubtedly be followed immediately by a demand for reduced station rates on the basis of lesser coverage.
And added competition between stations could lead to wilder discounting and finally, a complete mockery of the rate card system.
Such a broadcaster's loss might be an advertiser's gain : the more sellers in the business, the more the market might favor hard-hitting buyers.
This is not idle talk: Commissioner Ford has labelled separation one of the first orders of business for the FCC this year.
ARB will drop the decimals from its local rating reports this fall.
Reason behind the move is to remind subscribers that ratings are subject to statistical errors. There's no real difference, for example, between an 18.1 and an 18.4. When decimals first came into broadcasting, the motive for introducing them was to urge people to believe the figures were really as accurate as they seemed.
The new ARB policy of whole numbers probably won't have any impact on the radio research services, where there's still a big difference, say, between 1.5 and 2.4 — scores that would both show up as 2 under a no-decimals system.
000.
National spot tv ran 9.7% ahead of the like year period of 1959.
The 1960 second quarter gross billings as reported by TvB via Rorabaugh: $160,644$,
An index to the heightening of the battle for nighttime audiences among tv networks: they're spending a lot more than ever for program spotlight ads in the newspapers.
This may serve as something of a barometer: SPONSOR-SCOPE learned from the New York Times that the billings from this source so far are 10-15% over the fall level of 1959.
SPONSOR • 3 OCTOBER 1960
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