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SPONSOR-SCOPE continued
NBC TV has extended the time discount concept to some of its nighttime programs: the longer you stay with them the lower the price per broadcast.
The principle is definitely an innovation for the business.
Six NBC shows are being offered on this basis. The asking prices per commercial minute of the six in terms of contracted length:
PROGRAM
FIRST 1961 QUARTER
UP TO END OF '60-61 SEASON
Dan Raven
$27,000
$20,000
Canfield*
27,000
20,000
Wells Fargo
34,000
26,000
Klondike
34,000
26,000
The Deputy
34,000
26,000
This Is Your Life
29,000
24,000
* Replaces Riverboat 23 January.
Still another one-time spot perennial has joined the network tv daytime camp:
General Foods' Baker's Chocolate.
NBC got it. The buy: a quarter-hour on alternate weeks.
Judging from the early ratings returns, the consensus among agency tv executives is that the audience leadership night by night isn't going to be much different from what it was last season.
The offhand appraisal: Sunday: ABC in the early hours and CBS in the latter half; Monday: CBS'; Tuesday, figured as a toss-up between CBS and NBC; Wednesday: NBC's; Thursday: ABC's; Friday: CBS' at the start and ABC's after mid-evening; Saturday: CBS'.
Side commentary: General Foods, as usual is doing well with its Monday night program brood, but has problems with the Thursday contingent.
NBC TV is on the verge of putting into the works a master study on the effectiveness of daytime on-camera personalities vs. filmed commercials in selling a product in terms of recollection, believability and conviction.
The pilot of this major research project has just been completed and the findings so far have justified an extensive expenditure.
Obvious objective: sell the advantages of NBC's people like Bill Cullen and Hugh Downs over the film commercials on CBS TV's high-rated serials and ABC TV's film and taped show schedule.
Looks like the participation concept in nighttime network tv will be even more pronounced next season: the networks are exerting pressure on Hollywood suppliers to direct their producing efforts toward the hour show.
In other words, if they want to sell to the networks, they'd better concentrate on the longer fare, with their best prospects for the half-hour being the advertisers who prefer to have their own properties — and these are dwindling each season.
(See 10 October sponsor, page 31, for list of shows under sponsor control.)
Tv network selling, like spot, has become pretty much of a short-term business and it isn't expected to change during the next two months as the networks seek to fill the holes — and there'll be many of them^-opening up at the end of the year.
As one network sales executive phrased it last week to SPONSOR-SCOPE: "We're all starting January with a position of lots of minute vacancies. In fact it could apply to most of the top network hour shows."
OR • 31 OCTOBER 1960 21