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'SPONSOR-SCOPE
Interpretation and commentary on most significant tv/ radio and marketing news of the week
22 OCTOBER 1962 / copyright i%2
The season's tv network wares have heen all unwrapped and you may be interested to know what the Madison Avenue speculation is regarding the sponsorship picture and the sales situation come the first 1963 quarter.
That conjecture forks off into these premises and expectations:
• The current season is studded with more nighttime misfires than ever before.
• The armed service entries, should their ratings hold up, will prove that somebody at ABC TV guessed right in his premise that World War II was far enough behind to make its reenactment digestible and replace the medical show as No. 1 among next season's carbon copies.
• In view of the substantial quotient of misfires and the fact that at ABC TV and NBC TV a large number of sales have been on a 13-week basis these two networks will lock horns in a stiff battle for first quarter business, with prices possibly taking a fierce beating in the process.
• Quite a number of fourth-quarter network advertisers may be disposed to allocate portions of this money to spot tv for the purpose of shoring weaker, or problem, markets or fattening up their purses in markets where they deem having the best potential.
The unorthodox spectacle of two agencies asking for availabilities for the same products reached the payoff stage last week.
The agencies were Lynn Baker and Reach, McClinton. The products: Isodine, Isodette and probably Thorexin, which constitute the drug division of International Latex.
The agency that won out when it came to placing the order for the latest campaign was Lynn Baker.
Schedules run from 5 November-8 December and cover five nights a week.
It's hard to imagine a step of such drastic implications, but there is a possibility of P&G lopping off Buffalo from its various network station lineups.
One of the P&G agencies has strongly recommended this action as a sort of reprisal for the networks raising the Buffalo rate by 20-25%.
An appendix to the proposal: a substantial proportion of the cutout money be applied to Sunday supplements.
Those in the trade aware of P&G's bitter reaction to the proportion of the rate hike and feeling of what it might lead to in other markets are inclined to the opinion that nothing of sweeping moment will happen.
They just can't believe that P&G will sacrifice in so important a market as Buffalo the sort of advertising weight its products have become accustomed to via tv. To put it bluntly, it would be an arrant case of cutting off the nose to spite one's face.
Helene Curtis hopes to get its new cold remedy (a capsule) out of the test stages shortly and get it into national distribution.
The media outlook is spot tv saturation, with McCann-Erickson Chicago buying.
SPONSOR-SCOPE asked the media director of a top spot tv agency what he deemed a good cost-per-thousand nowadays and his answer was quite illuminating.
Here's his buying approach, with the key, of course, length of involvement:
NIGHT: You go in cold at $3; look, after sweetening and improvement, for a
$2.50 level by the end of three months; after a year you expect it to be $2.
DAY: You start off at $1.75 and keep refining your franchise in the hope of getting
the CPM down below $1.50.
|SMNS0R/22 October 1962 1°