Sponsor (Apr-June 1962)

paiiiii . WGN, Chicago, predetermined how man} winners were to be chosen from a group of 1.200 stores. After deciding on the figure of 30 winners, tlie station printed up 30 cards with a picture of Jack Brickhouse and Darren McGavin plus a sufficient number of cards for each driver to bave a picture of Brickhouse and McGavin in their left breast coat pocket. The station then printed 1.190 cards with a picture of Wally Phillips and Man Jane Clark for those 1.190 grocers to wear in their left breast coat pocket or shirt pocket: As Donald A. Getz, manager of sales services, WGN, Chicago put it: "Obviously, the 30 grocers with the Brickhouse-McGavin material were going to have cards that matched with the Wonder Bread salesmen, but none of the grocers knew whether the card they had was a winner or not. The instructions on the bottom of each card were simple and. of course, WGN and WGN-TV received promotional benefit, as did Wonder Bread. As the driver salesman came across a winning card he was instructed to have the grocer write his name on the reverse side of that card and send it in to WGN. The station then gave each of the winning cards a record album as a combined gift from Wonder Bread and WGN. A number of stations have come up with simple, albeit effective, stunts for film promotions. To excite listeners to see a science fiction film. "Gordo -The Magnificent," WPEN. Philadelphia, hid a glossy picture of Gordo somewhere in the center of the city. Rhymed clues as to the location of the picture were broadcast daily. A prize was offered to the listener who found it and returned it to the station. The amount of the prize went up each day it was not found. It was finally located and returned to the station on the fourth day. The photograph had been scotched taped beneath a telephone book ledge in a public telephone booth. When "Fanny" (film version) was booked into the Rhodes Theatre, Atlanta. WSB provided an effective promotion. A special WSB movie party was planned to bring housewives to the theatre to create word-of-mouth advertising. Five hundred tickets (Please turn to page 47) NET TV'S 1961 HIKE ^ $12.3 million in new advertiser billings went to network tv last year, led by $6 million from Metrecal * Total net billings elimbed 9.7% to $748.3 million as C-P-M dropped again in favor of network advertisers lei work television's $66 million advance in gross time charges last year was bolstered by the spending of $12.3 million by first-time net advertisers, according to figures released today ( 16 April I bj Telex ision Bureau of Advertising. Leading the list of 47 sponsors new to net tv was Mead Johnson & Co. with expenditures of $5,902,376. The advertising was placed by Kenyon & Eckhardt for Metrecal, weightcontrol nutrient produced by Edward Dalton Co., a division of Mead Johnson. The U. S. National Bank of Portland was the smallest new advertiser in terms of billings. The companv spent $584 in net television last year. Figures were compiled by Leading National Advertisers-Broadcast Advertisers Reports and released bv TvB. TvB had announced recently that total network time charges hit $748,373.000 in 1961. The change represents a 9.7% increase of $66,002,000 as compared with the 1960 tally, estimated at $682,371,000. Spot gross time charges in 1961, however, advanced only 2.3%, from x.03.294,000 t«» s(> 17.398,000. This was a gain in hillings of $14,104,000. Last year was the second highest on record in the number of advertisers using network television, according to TvB. A total of 341 companies used net tv during 1961. The highest number — 376 — was recorded in 1960. However, says TvB. the total was boosted by the advertising activities of national political groups in an election year. Procter & Gamble emerged once more as top net spender with >.~>1.. 927.897. P&G alone accounted for slightly more than $5 million extra in billings for "61. In 1960 the company paid out $46,406,679 for network time. American Home Products remained in second spot, spending $33,911,210, or approximately $600,000 above the 1960 level, $33,376,057. C-P-M for network programs down in '61 All Programs Evening Daytime 1961 $2.72 $4.00 $1.94 1960 2.73 1.01 1.96 1959 2.82 3.88 2.25 1958 2.96 3.78 2.44 •1 1957 2.90 3.85 2.24 Note: All the r.bove data i reported on .1 program basis, Source: A. C. Nielsen Co lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll 38 SPONSOR Id VPRIL 1961, '• 1