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3 April 1961
Latest tv and radio developments of the week, briefed for busy readers
SPONSOR-WEEK
FCC studies conversion of commercial v's to education Admen pass the new ASA ratings summary buck to analysts Nielsen's Media Service: 'complementary' or 'competitive'?
NET TV BUYING FLURRY AS OPTIONS END
Client options are up today (Monday) after a weekend extension by the networks because of the holiday. Shortening deadline spurred a flurry of buying activity in the past fortnight.
In the six-day sales period from 20 to 28 March, 20 major agencies made 40 program buys on the three networks. A SPONSOR-WEEK summary of sales reported by the networks for this time period points up these trends:
• Most of the sales are new rather than renewal business—29 in 40 transactions.
• More than three-fourths of the sales are for fall rather than summer sponsorship.
• Five agencies in the 20 represented account for 25 of the 40 program buys.
• A total of 31 advertisers was signed by the three networks in six sales days, with 13 for CBS TV, 11 for NBC TV and 7 for ABC TV (verbal orders not included).
Agencies doing the most business in terms of total program buys — NOT necessarily in terms of billing volume and commercial tonnage — were headed by Compton, with portions of seven programs purchased for Schick safety razor.
Next in order of total number of show buys were Lennen & Newell and Kenyon & Eckhardt, with five each. The weight is with L&N, however, because through it the American Gas Assn. has contracted for eight hourlong live dramas based on movie scripts owned by the Selznick Co.
Series will be telecast in color at the rate of one monthly on NBC TV. Other L&N clients which bought (Continued on page 31)
$40 million billing in latest ad merger
$40 million is the estimated annual billing for the newly merged Western Advertising and Geyer, Morey. Madden & Ballard, the former contributing some $6 million of this total.
Western, a 36-year-old agency, becomes a division of GMM&B, which is 50 years old. Announcement was made by Sam M. Ballard, president of GMM&B, and G. B. Gunlogson, Western board chairman. Move is effective today (Monday).
FCC to study how commercial vhf s in L.A., N.Y. could convert to education
(Washington): Two commercial vhf tv stations in New York and Los Angeles may be diverted to educational uses.
Possibility came to light last week as FCC in a surprise move approved immediate inquiry into feasibile methods by which this could be done. Each city now has seven commercial vhf allocations.
FCC notes that 13% of the American public living in these markets is now deprived of such a service, 'and that both cities have unusually good educational resources. Both have unused uhf allocations for educational facilities.
Deadline for comments is 1 May. FCC contends it is "urgently desirable and in the public interest to inquire into means." Study will be complex and necessarily threatens existing commercial operations.
Dissenter was Com. Robert E. Lee.
SPONSOR
3 APRIL 1961
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