Sponsor (Apr-June 1962)

What tobacco sponsors get for the money on tv programs PROGRAM TOTAL CIGARETTE SMOKERS CPM* PROGRAM TOTAL CIGARETTE SMOKERS CPM* Jack Paar 6,995.000 Garry Moore 13.664,000 Cain's 100 8 673,000 $1.08 Wagon Train 19,663.000 1.39 Perry Mason 16,118,000 1.40 77 Sunset Strip 13,145,000 1.42 Rawhide 15.300.000 1.45 Cheyenne 12.927.000 1.46 Naked City 12.319,000 1.50 Hawaiian Eye 11,291,000 1.51 Surfside Six 11,400,000 1.51 Dr. Kildare 13,036.000 1.59 Gunsmoke 16,718,000 1.65 Saturday Night at the Movies 11,413,000 1.66 Dick Powell 11,427,000 1.88 New Breed 8,959,000 1.91 Checkmate 13,390,000 1.97 Target the Corrupters 9.040,000 1.99 Route 66 13,014,000 2.02 Singalong with Mitch 12,709,000 2.02 Adventures in Paradise 8,699,000 2.12 Ed Sullivan 13,936,000 2.14 Bus Stop 7,636,000 2.16 2.19 2.24 Defenders 11,346,000 2.35 CBS News 8.509.000 2.38 Follow the Sun 7,172,000 2.39 Price Is Right 8.509.000 2.47 Twilight Zone 9,545,000 2.52 87th Precinct 7,745.000 2 54 Flintstones 8,972,000 2.74 Hennessey 8,029,000 2.89 Huntley Brinkley 8,693,000 2.99 Thriller 7,200,000 3.01 Detectives 7,963,000 3.18 Lawman 7,909.000 3.33 Joey Bishop 7.036.000 3.47 Dobie Gillis 8,099,000 3.59 Wells Fargo 5,809,000 3.62 To Tell the Truth 7,036,000 3.71 Eyewitness 5.154,000 3.77 Tall Man 5,836,000 3.79 Father Knows Best 5,209.000 3.93 Bachelor Father 5,972,000 4.26 Bob Cummings 4,817,000 5.43 Outlaws 7,528,000 NA** MEDIAN 8,829,000 $2.21 AVERAGE 'Cost-per-1,000 pei a erclal minute per total cigarette smokers. "N.\ — Not available. Source; The Pulse, in< 9,555,000 $2.47 programs are studied, the median would be the 23rd program, Cains 100. However, because cost-per-1,000 prospects is not available for the last program, the Outlaws, the median is actually derived from a total of 44 cases instead of 45. Thus the median is taken from an average of the 22nd and 23rd programs, Garry Moore, $2.19. and Cains 100, $2.24. The final median figure, then, is $2.21 per thousand. The same process is followed to find the median for promum types in the chart on page 31. Although the information in these (harts deals exclusively with cigarettes, the Tv Audience Profile study from which it was taken covers 11 other consumer-owning and -using categories. Thev are: air-travel, automotive, beverages, cereal, cosmetics, electrical appliances, groceries, hair preparations, insurance, paper goods, pharmaceuticals, soaps and detergents, and magazine readership. Included also are 16 socioeconomic characteristics. Pulse maintains that because total tv homes now account for approximately 909' of U.S. homes, the marketing data in Pulse profiles may be considered valid for the country as a whole. For example, the statement that 42.108.000 viewers drank three or more cups of regular coffee at home "yesterday," vs 13,226,000 for instant, is said to be virtually true for the entire country, viewers and nonviewers alike. According to Roslow, Pulse now has data in its electronic memory files on several hundred different productuse and socio-economic characteristics, and can cross-tabulate any two or more of these for a client. For new surveys, subscribers are entitled to use a question of their own choosing for the personal interviews. Each question is answered in two dimensions. Roslow explains; first, the absolute number of viewers bearing the characteristic, and second, the concentration of such viewers among all of a program's viewers. *#^ 32 SPONSOR 25 june 1962