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SPONSOR-SCOPE continued
Automotive tv spending will top $75 million in 1960, says TvB.
That's more than 25 per cent ahead of last year's national and regional figure, while of the 1960 dollars more than forty cents is going into compact car advertising.
In the first six months of 1959 and 1960 spot hillings rose from $4.8 million to $9:6 million, while network billings ascended from $19.2 million to $22.3 million.
The four biggest spenders were: GM, $10.5 million; Ford, $8.4 million; Chrysler, $6.5 million, and American Motors, $2.0 million.
Fm radio will be standard equipment on more and more new cars.
Capitalizing on the trend, the current Harper's magazine has a selective list of 44 fm music stations; drivers are urged to keep it in their cars.
Good news for fm, meanwhile, is in Chrysler's order for a five-minute daily news strip on 27 fm stations, including the QXR network.
Yet another encouraging note in the New York Daily News' interest : it purchased a piece of WNCN, part of the Concert Network. (The News' tv outlet is WPIX.)
Making itself increasingly evident to marketingmen are the advantages of spot media as tools for quick action once a marketing problem has been recognized.
It is this superior flexibility that makes it possible for an advertiser to plug up the competitive weak spots within two weeks after the issuance of a Nielsen Grocery Index.
As one media director put it: the packaged goods field actually lives on an every other month basis (the Nielsen GI calendar), making media buying by necessity more and more of a hand-to-mouth process.
NBC Radio shows a quarter in the black for the first time in a decade.
Its third quarter of 1960 — the first quarter of fiscal 1961 — reportedly had a total of $1.2 million in sales, largely due to L&M, Chesterfield, American Motors, and Curtis Publications.
A lot of admen are rediscovering that the best things in life are free.
Take the ADA's pronouncement on Crest, which still has some people scratching their heads.
Crest zoomed ahead 60 per cent in sales in the first 30 days afterwards, but the boom fell most heavily on P&G's other brand, Gleem, which suffered a 13 per cent loss. (The other heavy losers were Pepsodent, Ipana, Stripe, and Colgate, in that order, which dropped between six and three per cent each.)
The toothpaste turmoil recalls the reaction of the tobacco industry to endorsements by consumer magazines on filters.
Agency-controlled tests, some admen are muttering, never carry to the public the authenticity of bona fide free and independent endorsements.
Here's a wide open opportunity for air media: inducing the frozen foods industry to come in on a broad campaign which would (1) tell the part that these vittles play in today's way of living and (2) promote the industry as a stable, progressive force.
Frozen foods, marketingmen say, are going through a new phase of their manufacturing and marketing evolution and their place in the consumer habit pattern. Their use in meal planning and preparation are in need of clearer understanding.
SPONSOR • 3 OCTOBER 1960