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SPONSOR-SCOPE continued
P&G may have its product missouts, but they're certainly not in the food fiel Duncan Hines single layer (Gardner) has taken over the leadership in that field well as in the dual layer (Compton) area.
Both make a pretty classic example for spot tv to crow about, because each rode tl medium intensely and consistently on the way to the top.
Esty, radio's No. 1 stronghold, broke the bad news to radio reps last wee! there'll be no spot radio this season for Leeming.
For the past two years Leeming has been running 26-week schedules in behalf Paquin and Ben-Gay.
Where has the money gone? To network tv, where Leeming now even has a weel nighttime participation.
The brewing industry may have plenty of surplus money to apply to advert ing for the rest of the year as a result of the appreciable hike in barrelage that got from the sustained high heat and humidity in July.
Accountmen with beer accounts figure that, providing August weather stays on seaso the increased barrel output for the third quarter may run as high as 4% over la year, which likewise was a healthy one for the suds makers.
Lever's Henry Schachte has moved on to international perspective, but he still be interested to know that a trend he reported earlier in the year has sharp, reversed direction.
If the first half of the year is to serve as a barometer, the average viewing homes p< minute at night was higher when compared not only to 1960 but to 1959, the peak tv i tendance year.
The figures on that score are from Nielsen and are as follows:
PERIOD
AVG. NIELSEN %
AVG. AUDIENCE HOMES
January-June 1961
18.0
8,442,000
January-June 1960
17.2
7,774,000
January-June 1959
18.9
8,316,000
There was also action in the National Spot Buying marts last week for radii
The biggest hunk of money came from Hills Bros. (Ayer). It's going into 200 mark 18 September for an initial flight of four weeks, using 20 to 100 spots a week in traff and other daytime for the blitz.
The Hills Bros, radio budget is coming in no small portion from network tv which i victualer is quitting, at least for the 1961-62 season.
Other radio buys: Blue Bonnet margarine (Bates), Dennison's Chili (Y&R, N.Y.
With all the buying action that's been going on the past three weeks, the fa won't be all beer and skittles for the tv networks.
Their continuing problem area: daytime, which constitutes that last 20% and whew a goodly share of the velvet is figured.
It's no small fly in the networks' optimism regarding the last 1961 quarter, which they ai ticipate will be as big as the one in 1960. A broad pickup in daytime would assure neat plus margin not only for the final quarter but the first quarter of 1962.
For other news coverage in this issue: see Sponsor-Week, page 7; Sponsc Week Wrap-Up, page 68; Washington Week page 55; SPONSOR Hears, page 58; Tv and Ri dio Newsmakers, page 78; and Film-Scope, page 56.
22 SPONSOR • 21 AUGUST 196