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PRODUCTS GALORE share commercial, the audio of which
>elight in AMF
als demonstrating the company's versatility. Clips < njunction with the CBS 'Tomorrow' documentary series. AMF's
two-minute I: to reach thought-leaders
AMF airs its diversity on web tv
^ Selects CBS 'Tomorrow' documentary as vehicle to reach opinion makers with story of giant operation
^ First two not only score with mature, upper-income groups, but pile up 30% and 24.6% share respectively
I he American Machine and Foundry Co. has called on network television to familiarize the public with its mammoth operation.
To its ever-expanding manufacture of production machinery, AMF added the automatic bowling Pinspotter just after World War II, and from there has continued to branch out in the leisure-time field. AMF and its agency, Cunningham & Walsh, felt the time had come to make the company's diversity known, especially to thoughtleaders — i.e. the educated, the influential, and the well-to-do who help to mold opinion (and buying habits) in their communities.
When it was learned that CBS and the Massachusetts Institute of Technology planned to combine talents for a documentary series on how de
SPONSOR • 19 DECEMBER 1960
velopments in science and technology will affect future life, "we knew this was ideal for AMF's corporate expression," states C&W v.p. -account supervisor Russell Jones. "It's entirely appropriate for AMF to identify with the future, and such a program is bound to attract the type of audience we want to reach. Also, we sensed an appetite for this type of show among the public at large."
Nielsen studies, points out C&W media supervisor Hermann Braumuller, indicate that the first two programs in the series not only reached the influential, as anticipated, but the over-all ratings were even better than expected. "The Thinking Machine," which date with computers, was seen 26 October and scored a 24-market average audience share of 24.6' 7 . A
30% share was registered by "Big City — 1980," a study of cities of the future, on 21 November. In both cases the Tomorrow entry finished second in the three-network derby.
The audience for "Time Machine" was composed 44% of middle-income level families ($5,000-$7,999), while 28% were from the upper brackets ($8,000 and over). And 40.3 % of the audience was drawn from the 4054 age group, 27.1% from 55 and over. The Nielsen figures thus point to a strikingly well-to-do, mature group that witnessed Tomorrow and the AMF commercials.
As for the commercials themselves, they covered three areas of AMF activity: heavy machinery; leisure time products; research and development. Producer Richard Depew explains that blending the commercials into the Tomorrow documentary format was no strain. The emphasis was on corporate image, with only a touch of sell in a very low key, and there was smooth transition from program material involving machines and cities of the future to AMF's future-oriented accomplishments, he states.