Sponsor (Oct-Dec 1962)

and .services on all levels. Notable among those who maintain that advertising claims too high a portion of our spending is historian Arnold Toynbee. Less notable, but more numerous, are the millions who watch, listen, and read through ads and commercials, anxious to return to a favorite program or gripping news story. Return for the money. This brings us to the question of what the consumer gets for his money. Having cast out all consideration of the cultural benefit of the ads themselves, having stripped them of all economic function, and without making sentimental allusion to the fine wives and children of all the advertising men who rely on advertising for a livelihood, what does the consumer get for his money? About $26.90 of the annual total of $65.40 goes to the "print media." Another $25.60 goes for outdoor, direct mail, and specialty advertising. The remainder, SI 2.90, goes to support an old timer now in its second childhood, radio, and the most raucous, squalling youngster the world has ever seen, television. This most richly endowed of all possible "wastelands" has ascended with a speed to match the space age. In 1945 there were 20.000 people for every tv set in the country. Today there are scarcely three people per set. America's 45.5 million television homes spend 6.08 hours per day viewing tv, according to a Februarv 1961 estimate by A. C. Nielsen Co. The per family cost? Less than 2 cents per hour! Admission: 2 cents. On 31 December 1961 the televised National Football League championship game was viewed by 38 million fans, according to network estimates. Four sponsors paid $850,000 for the commercials carried within the program. The cost then to each tv fan was 2.2 cents. In addition to the game, the fans at home saw over 40,000 fans shivering in the confines of City Stadium in Green Bay, Wis. These "lucky" spectators saw the same action and the same outcome, but paid $10 a head for the privilege. (Please tinii to page 59) 1 Client plaque surprises agency Doremus execs honored by NAIA Admiring the plaque presented to Doremus R: Co. by National Association ol Insurance Agents for 1962 efforts are agency's (1 to r) vice chairman George V Erickson, executive vice president Frank E. Schaffer, and chairman William H. Long, (r. ► Insurance group honors work of Doremus & Co. ► NAIA spent $1.2 million on 1962 advertising Last week in New York it was a case of "man bites dog" when the NAIA rewarded its agency, Doremus & Co.. for the "outstanding services" the client enjoyed in 1962. The National Assn. of Insurance Agents, a group of 3 1,000, has a five-year old advertising fund which is said to be unique. It is a continuing national campaign supported solely by voluntary contributions from individual members. Its budget in 1962 was $1,152,000. Last year Doremus men visited 33 states to present the NAIA campaign to its many members, and told the story via sound film to members it was not able to!visit in person. Agents are encouraged to tie in locally with the national campaign. The NAIA kit for 1963 contains material for air. print, and other media, and is one of the most comprehensive kits of its kind. The NAIA's Big "I" seal is used by about 73% of its members, who spend $26 million locally in addition to the national advertising < ampaign. Although the total local advertising budgets of the independent companies dwarf the national NAIA budget, there is evidence from individual case rr'stories that independent agents find the national campaign of direct benefit and assistance. Since the NAIA campaign is supported b\ voluntary contributions, the interest ol local members is clearly reflected in this fact: for each of the five years since its inception member agents have contributed over $1 million annually to the program. ^ SPONSOR/22 October 1962 83