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SPONSOR-SCOPE continued
With Renault turning over its $5 million American budget to NL&B excltuiv ly, the company's future in tv remains pretty much of an enigma.
While the tv portion of the budget was with Kudner the expenditure for the medit built up to $3 million a year.
Renault's reputed reason for going all out to NL&B: the agency built a pretty go« track record with its award-winning magazine ads for Renault.
Watch for NBC TV and CBS TV to use the coaxial cables on a broad scale a replacement for planes for the distribution of news clips to station subscribe!
The shipment by plane has been found by the network news film subsidiaries both i efficient and archaic
But the really significant fact is this: the mounting discarding of film for vide tape in this area.
Agencies top-heavy in medium-sized seasonal accounts are wondering wheth the time isn't ripe for somebody to develop a fourth network composed of maj tv markets.
Their reason for advancing this speculation: just when the seasonal advertii needs network facilities most he finds them pretty well loaded with year-rod customers and the massive type of seasonal clients like Du Pont and National Carbon yi can afford to buy on a basis of 20 weeks or so.
What their seasonals would like, say these agencies, is to have access to a string of 4 or 50 markets a few weeks before Christmas and before the graduation-wedding-spri refurbishing span.
Noted one agency media director who's been wrestling with this problem: it now loo as though Pat Weaver was a little ahead of his time when he tried to sell a fourth d work.
Campbell Soup (BBDO) keeps pouring its ad money into tv: latest buy ig t four-city pickup of the Thanksgiving Morning Parade via CBS TV.
The events will run for two hours, with the kid viewers the obvious appeal for Campbe CBS had been offering the remoter in quarter-hour lots for $15,000.
An innovation among some radio stations that doesn't sit well with media rectors in large agencies: showing the net rate and the commissionable rate their rate cards.
Contend the media people: this can only add to the confusion over what the rate for national advertisers.
They add: if such stations had any notion that by posting a net rate they were it easier for agencies to calculate the end figure for the client, they were away off base. the agency and the client want to make sure is that the competition in the hasn't been given an advantageous rate.
This is being passed along as a cue to what some media analysts are looking f<j now when, in dealing with a women's product, they weigh the value of one tv sp« against another — particularly in the evening spectrum.
Accounts like Bristol-Myers, for instance, are primarily interested in the rating (percent Other accounts, like P&G, focus on the homes factor in determining cost-per-l.OC A third tribe is primarily concerned with the potential number of women viewers obtainal from the spot.
In other words, it's a cost efficiencv based not on homes but women.
For other news coverage in this issue, see Newsmaker of the Week, page Spot Buys, page 51; News and Idea Wrap-Up, page 64; Washington Week, page 55; SPO* Hears, page 58; Tv and Radio Newsmakers, page 75; and Film-Scope, page 56.
31 OCTOBER I9ti