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"SPONSOR-SCOPE
Continued
From the way the ratings have been running so far Lever will have quite an edge over P&G in the number of shows landing among the top 15 this season.
It would give Lever four out of five: the Lucy Show, Red Skelton, The Defenders and Candid Camera. The fifth is The Loretta Young Show.
P&G's crew: Car 54, Wagon Train, Ben Casey, I'm Dickens, He's Fenster, the Dick Van Dyke Show, Cheyenne, Gunsmoke.
Eastman Kodak ( JWT) has come through with a lush budget for spot tv in its quest for the Christmas trade.
Proof: the schedule, which runs from 25 November through 22 December, calls for eight prime 20's and six night fringe minutes Sunday through Saturday in the top 30-odd markets.
(For more on spot activity see SPOT-SCOPE, page 73.)
The all-purpose tribe among the detergents is beginning to suffer from a dwindling market, possibly due to the discovery by housewives that they don't fill their myriad purposes or that it's preferable to specialize in cleansers.
The trend apparently doesn't faze P&G: it's testing another all-purpose liquid detergent called Thrill.
Agencymen much respected by sellers of air media think that the industry faction that threatens to take their piggyback commercials gripe to the FCC can only in the end court trouble for themselves.
Their point of view: by tossing the problem of piggybacks into the laps of the commission these broadcasters would be opening the door for the FCC to do a lot of extra regulating, like setting standards for percentage of commercial time, the number of back-to-back commercials and the actual time segments permissable.
Here's an updating on the dentifrices in regard to shares of market.
Crest is on top with a 30% share; Colgate is next with 22-23% and Gleem holds the No. 3 slot with 19-20%.
Note that P&G is close to embracing 50% of all dentifrice sales. Colgate, like Crest, is on the flouride bandwagon, but appears stalled until it too can get an indorsement from the American Dental Association.
The constant proliferation of products, type and flavors by the giant manufacturers of convenience foods has, according to agency food marketers, made it virtually impossible for the small competitor to get into the supermarkets.
With a product category limited as to the number of shelf faces a supermarket can afford to allocate, the three leading packagers of cake mix (P&G, General Mills and Pillsbury) put out among them, for instance, 30-odd flavors.
You can expect a lot of new merchandising life to be infused into the frozen food industry when the latest packaging process is perfected.
With that new process the product is frozen, then vacuum packed and all the consumer has to do is heat it up. It's already being used on soup.
22 SPONSOR/22 October 1962