Sponsor (Apr-June 1961)

sible for a U. S. advertiser or agency to place business directly on Canadian tv through its U. S. offices. What programs are available for sponsorship? Programs fall into three categories — national, regional and local. National sponsorship: Many "proven" U. S. shows are syndicated for use in Canada, such as Maverick, Gunsmoke, Peter Gunn and Route 66. Independently produced film programs are available for syndication as in the U. S., and Canadian produced shows are taped by production companies and independent stations. CBC live shows are available. Regional: With the exception of network productions, all of the above are available for regional or "selected market" ( like U. S. spot program placement ) sponsorship. Local: U. S. produced film shows can be purchased directly from the individual station. You can also purchase locally produced shows — news, weather, women's features, etc.) Including time, what does a network show cost? A half-hour show carried on the CBC English network costs approximately $13,000 per week, assuming a net program price of $5,000. LATEST MATERIAL to alert the American advertiser to the growing potential of the changing Canadian tv markets has been published by Joseph J. Weed (I), president of the Weed organization, and Peter McGurlc, v. p. and general manager of Weed & Company Including time, what will selective television cost? You cannot compare network with selective television in this manner, since the very basis of selective tv is that an advertiser may choose the exact market lists he wants. As a guide, however, let's suppose your selective plan is intended to cover 80% of the television homes in English Canada. Assuming a program cost of $2,250 net, the total weekly price would be approximately $9,500. In addition, with a good property having more audience appeal than its CBC competition, your "80% of Canada" selective plan could very likely reach more homes per broadcast than a full network placement. And it would do so at lower cost. As a matter of fact, depending on the extent to which you use a pool of commercials here, you may be able to run them in Canada without incurring any extra talent residual payments. Your advertising agency will be able to figure this out for you. Of course, if your commercials are "voice over," you can use them in French-speaking Canada once you've replaced the track. Also, many stations produce commercials, using [Please turn to page 79) . : ::v::.;;;-:i:^^ If^^By^ and their availabilities, coverage, rates, and program policies on new CHAN, $360. Rates are set in hopes to deliver as much audience as CBC competitors; stations must also amortize huge facilities. Q. Are they getting audiences? A. The new stations have generally done well at capturing audience. In Calgary, Halifax and Montreal, new stations have about split audience with older rivals — and "total" audience has increased. Toronto station is in close fight; Vancouver outlet hasn't yet caught opposition; Winnipeg's new channel leads in the latest report. In Edmonton, CBC won't have affiliate until next Fall. Q. Any program restrictions? A. You can sponsor any form of programing on the independent outlets. The CBC, on the other hand, does not permit sponsorship of news broadcasts or programs falling into public affairs category. Q. Any product restrictions? Aa The situation is changing. For instance, beer advertising was formerly not acceptable, can now be run on stations in the provinces of Quebec and Ontario. It is anticipated that restrictions will be eased in other provinces as well. SPONSOR 3 APRIL 1961 .. 51