Sponsor (Apr-June 1962)

losophy, and as a result it established a decisis e lead over am possible competition." rhe "competition" Harper alludes to is undoubtedly Pepsi. Evidently, Pepsi was pleased with its \iH)\ campaign prepared l>\ BBDO. It continued the tbeme tlii\ear and more important, increased the budget by some 29%. The continuing theme, "Now It's Pepsi for Those W ho Think Young," appeared to go well with \oung people. According to BBDO researchers, 81% of teen-agers and 16rr of young adults — regarded as the prime market for soft drinks — knew the Pepsi theme. BBDO execs also pointed out that Coke spends far more than Pepsi set. some time after the Pepsi campaign got under wa\ . "two of three persons questioned believed Pepsi advertised more." In tv and radio, as in print, the prime copy words remain "light." "bracing." and "clean tasting." These words, according to the agency, came up highest in tests for effectiveness and strong Pepsi identification. Survey after survey reveals that cola drinks continue to account for more than 60% of all soft drinks sold. There has been a rise in sale of lemon-lime drinks, now getting some 18'< of the total market. Other significant factors in the soft drink industry: the 16-ounce bottle is gaining rapidly with current sales at 100 million cases 1 24 bottles per case) a year; sales of soft drinks in service stations are growing, having risen to some 7r7 of total industry sales; industrial sales (at work or school I now account for 19'. of total industry sales. Coke and Pepsi, it is estimated, have 85% of the U.S. cola-drink market bottled up. Coke alone sells 70 million bottles daily around the world and sells it in 60 different languages. The top 10 soft drink bottlers in the U.S. increased their ad spendings in major consumer media by 10.3% last year, with tv's share zooming to 51.5% from 39.7% in 1960, according to TvB figures. The top 10 soft drink bottlers, based on their first quarter 1962 gross time expenditures in tv. are Coke, Pepsi, Seven-Up, Royal Crown, Canada Dry, Dr. Pepper, Cott Beverage, Schweppes, Hammer and Hoffman. Soft drink business on the networks is ahead this summer. Canada Dry is in National Velvet, Laramie and Outlaw and Seven-Up is in International Show Time over NBC TV. Dean Shaffner. director sales planning, NBC TV, told sponsor that for those soft drink makers whose dis AD BUDGETS studied by execs at Coca-Cola Export (l-r) A. A. Joary, ad mgr., Belgium area; Dr. Arnold Corbin, mktg. prof., NYU & J. W. Rintelen, v. p. ad dir., Coca-Cola Export tribution is sufficiently broad to permit national or regional network purchases "the advantages of network over spot are numerous and important. For one thing, the number of homes watching tv in summer is very slightly below those watching peak-season tv," Shaffner said. "One Nielsen comparison of August with March showed that the total number of homes watching tv in a week was only three per cent lower in the summer .... despite lower sets-in-use levels, summer repeats typically average very nearly as high a share of audience as their originals achieved during the regular season." CBS TV has Coke on Perry Mason for one-third sponsorship; Coke also bought four alternate quarter hours in the daytime plus participation in the Morning Minute plan. ABC TV's soft drink business is ahead of last season. Coke has bought Ben Casey, The Hathaways, Haivaiian Eye, Hollywood Special, Lawman, Leave It to Beaver, Ozzie & Harriet, Room for One More, 77 Sunset Strip. Surfsiile Six and Tours for a Song. Pepsi bought Cheyenne, Target, The Corruptors and Surfside Six. Dr. Pepper is in the American Band Stand. According to Fred Pierce, ABC TV director of research and sales development, the increase in soft drink expenditures on network tv this summer is a result of two factors: first the flexibility which network tv offers and second, soft drink makers have found it effective to merchandise name tv shows and personalities to the dealers around the country. Nor is network radio neglected by the nation's top soft drink makers; in fact, it too is sharing in the wealth. CBS Radio got Pepsi to buy a 12-week participation deal in news, Dimension and sports. Canada Dry is in a four-week campaign. "There are no mysteries, of course, as to why soft drink producers conduct intensive advertising campaigns on radio in the summertime." George Arkedis. v.p.. network sales. CBS Radio, told sponsor. "Summertime is no doubt consumer time for the soft drink industry. But interestingly enough, radio is the one medium i /'lease turn to page 47) sponsor 25 june 1962