Sponsor (Apr-June 1961)

CANADIAN TV: A SECOND BIRTK ^ With the opening; of nine new major market private stations, advertisers now have alternatives to the CBC ^ Here is a review of the events that made possible new opportunities; Weed relates them to U. S. sponsor #%merican advertisers in search of opportunities should lav their compasses on the conference-room tahle and watch them jump around to the north. That's Canada up there — a "8300 billion challenge," according to a leading I . S. and Canadian station representative. Weed & Co. For in mid-March, the American (and Canadian I advertiser had. for the first time, a realistic alternative to network tv in the nation to the north due to the completion of a string of "second stations." not government-owned, in the major markets. With the latest of the big city "free-enterprise independents" just gone on the air bringing the total to nine, the advertiser will no longer be forced to depend on the overcrowded CBC network stations to bid for his share of the $300 billion that Weed maintains will be spent by Canadians in the 1%0's. To a great extent, Canadians themselves consider this a second coming df Canadian tv in the eight major markets I two new stations are in Montreal I . because CBC stations had been practically sold out, especially in prime time, for the past six years. This has kept many advertisers out of the medium; it has accelerated the trend to co-sponsorship and multiple sponsorships; it has forced other advertisers to work out selective deals with two-dozen or more secondary markets and then use other media for coverage in major cities. Also, creation of a string of sec ond stations brought about the practicability of the first privately-ownei network, which has just been formed by Spence Caldwell. One drawback to the tv progress, advertisers noted! was that the new stations, cutting into the audiences of the established outlets, would mean a higher costper-1,000. But station men pointed out that Canadian tv was still a bargain at the price compared to the 50 States to the south. Weed & Co. presents a facts and figures analysis of the new situation in a thick new presentation that outlines the history of Canadian tv and the background leading up to the establishment of the new stations. The stated purpose: to lure the American ad dollar to Canadian tv. Weed, which represents 29 north-of-theborder outlets, covers just about every aspect of what the U. S. advertiser should know about Canada — its economy, its potential, its possibilities. Among the more specific media questions that Weed answers: Do I need a Canadian advertising agency? Not necessarily. It is pos Some basic questions about the major market private stations Q. What about time avails? A. Time can be bought — as opposed to the CBC crush — on the new stations: CFCF-TV, Montreal (English); CFTM-TV, Montreal (French); CHAN-TV, Vancouver; CJ AY-TV, Winnipeg; CFTO-TV, Toronto; CJOH-TV, Ottawa-Hull; CJCH-TV, Halifax; CFRN-TV, Edmonton, and CFCN-TV, Calgary. Q. Is CBC needed for coverage? A. Not necessarily, as the new independents allow an advertiser to achieve nation-wide coverage via "selective tv" (like U. S. spot program placement). This method is made-to-order for the American advertiser interested in keeping ad effort in line with distribution. He can also buy spot announcements; units as small as a single station. Q. What are rates like? A. The nine new "second stations" have a potential coverage of 66-70% of Canadian tv households. Their rates are slightly lower than the CBC outlets: In Toronto, class A one-time half-hour on CBLT is $750; on new CFTO, $690. In Vancouver, class A one-time half-hour on CBUT is $408; 50 SPONSOR 3 APRIL 1961