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Using '20s' with network schedules
HOW SPOT CORRECTS NETWORK IMBALANCE
4-WEEK NET RATING
FREQUENCY NETWORK SPOT
Heavy
24.5
; 8.6 2.9
Medium
24.5
4.0
3.6
Light
24.6
1.4
2.4
Plus Exclusive Spot 18.4
3.5
4-WEEK NET & FREQUENCY
EXCLUSIVE SPOT
LIGHTEST 1, EXPOSED -3
go Q : "
3.5 x j 73.6
49.0
MEDIUM 1, EXP06ED 3
24.5
HEAVIEST 1/ EXPOSED 3
Network
Spot
20 SECONDS
TWO CHARTS above are from CBS Television Stations' presentation, outlining a schedule of prime time 20s to supplement an advertiser's heavy use of network tv. Presentation stresses network "imbalance" in reaching light viewers
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apparently achieved it only at the cost of reach (see charts).
The fifth "media value" stressed by The Prime Challenge is big important markets and the CBS TV Station presentation even offers some comparisons with network program buying. It notes that a schedule of three nighttime station breaks in the top 10 markets reach more unduplicated homes in a single week than does the average nighttime network program coast to coast, covering 165 markets (9,600.000 homes for the spots, 9,065,000 for the network program*.
The sixth "media value" in its presentation is the prestige and class of a CBS-owned station: the seventh, effective commercial length. Both of these points can probably be better handled in a face to face presentation than in such a summary as this one.
"Media value" Xo. Eight is good availabilities — again a specific CBS pitch.
The ninth "media value" in The Prime Challenge, however, will interest many other stations and representatives, as well as agencies and advertisers.
According to Bruce Bryant, many media men and ad managers still don't realize the fact that prime time 20s are now sold on modern rate cards. A combination of discount weight and pre-emptible rate structures now permit an advertiser to buy these spots on a basis of "predictable audience values.'
"Not too long ago you bought prime time at flat rates and you could end up with a 10 rating or a 30 rating at the same rate. But spot tv is an ever-changing medium. Today you have this going for you — discount weight and pre-emptible rates. As a result you get predictable values. Also prime time allows you to move willi the audience that gives you this nearguaranteed value. For example, during the summer in many markets. >pol> next to the late evening news can often be the highest rated spots in the market.
Following the discussion of the nine "media values" of the "Prime Challenge" CBS l\ spot salesmea present a specific plan to "effectiva
l\ and efficient!) complement" the
i Please turn to page 19 I
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2 july 1962