Sponsor (July-Sept 1962)

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WHY PRIME TIME '20s' ARE ^ Values to advertisers of night network chainbreaks shown in basic spot presentation by CBS TV Stations ^ Quick penetration of market, including hard-toreach viewers, achieved with schedules of spot 20s WW hat amounts to basic advertiseragency briefing on the use of 20-second spot announcements in prime network evening time is being delivered these days by the CBS Television Stations division. Its new presentation, "The Prime Challenge," is designed to sell 20s on the five CBS TV o&o outlets and each pitch closes with a specific proposition for a specific account. From an industry standpoint, however, the "Prime Challenge" is of special interest because it spells out the case for prime time 20s in terms which are applicable to many station and spot situations. Becently representatives and stations managers in certain markets have been reporting a softening of demand for prime 20s. due partially to the fact that more of these announcements are now available (because of the extension of chain break length) and partially to the resistance which certain agency creative depart ments continue to put up against lessthan-a-minute commercials. For such skeptics, the new CBS Television Station presentation is a formidable challenge in its delineation of the values in the 20-second prime time spot. As put together by Robert F. Davis, the division's director of research, under the direction of Bruce Bryant, v.p. and gen. mgr., "The Prime Challenge" covers nine specific advantages of 20s in network evening hours. First comes the "universal appeal" of prime time. Says CBS, "It delivers all of your market — including the hard to reach segments: the working housewives (30r< of all housewives) ; the mid-evening viewer, and the light viewing families." Second is speed of market penetra LIST OF 20-SECOND ADVERTISERS Avon Bell Telephone Blue Bonnet Breck Budweiser Burma-Shave Chanel No. 5 Chase & Sanborn Chef Boy-Ar-Dee Chesterfield Chevrolet Coca Cola Coldene Colgate Dreyfus Fleischmanns Gallo General Mills Hostess Humble Oil Jergens Kent Knorr Soups Lipton Listerine Maybelline Nescafe Newport Palmolive Peter Paul Phillies Rambler Richfield Schlitz SOS Pads Swanson Wonder Wrigley Yuban THIS, and other charts shown in this story are from "The Prime Challenge," a presentation on 20-sec. spots by CBS TV Stations ! aiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim l_> sponsok • 2 JULY 196: