We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
'SPONSOR-SCOPE
Interpretation and commentary on most significant tv/ radio and marketing news of the week
29 OCTOBER 1962 / c«.yriBM itro
Reps and station groups are rather puzzled by the difficulty they're experiencing in finding buyers for local election returns packages, or even minute participations.
What they're referring to in many instances are the five and 10-minute election reports that are inserted into the network schedule.
The frustrated selling gentry are of two minds as to the cause: (1) there aren't enough advertisers who have funds set aside for such contingencies; (2) sellers are making the mistake of approaching timebuyers instead of approaching account and ad managers directly, since an event of this sort entails more than a routine decision and allocation of funds.
In some agencies, BBDO making a good case in point, there's a specific person who has the task of scouting around for prospects on the list when special air media opportunities bob up. A most recent example: the Giants-Dodgers playoffs on NBC TV, as related in the 8 October SPONSOR.
Don't be surprised if Colgate during 1963 revamps ratio of tv spending and makes it an approximate even split between network and spot.
It's been running around two-thirds network and a third spot.
Another kingpin tv customer whose budget divvy may push in a similar direction is Bristol-Myers.
Much will depend in either case on those nighttime tv network readings in December.
Wednesday has replaced Sunday as the night on which the most money is being spent on regular network tv programing.
Thursday now ranks third in that precinct, whereas last fall it was sixth.
Here's a comparison of nightly program expenditures for the two falls, based on
SPONSOR-SCOPE estimates:
night 1962 1961
Sunday $1,310,000 $1,220,000
Monday 870,000 850,000
Tuesday 940,000 970,000
Wednesday 1,580,000 960,000
Thursday 990,000 880,000
Friday ' 960,000 1,160,000
Saturday 880,000 890,000
TOTAL $7,530,000 $6,930,000
Tv stations needn't take it as a cause for concern but November national spot bookings are acting up a little peculiarly, according to what SPONSOR-SCOPE gleaned from some key reps last week.
The norm is for November to run ahead of October. It appears that it will be just the reverse this time.
October billings have been away over 1961 's, particularly in the top markets, and it could be that advertisers went all out with their October flights, figuring they would slacken up somewhat the next month or take a breather for the next flight.
The situation has its bright side. It opens up opportunities for those with Christmas promotions to fatten up their budgets and pick up a lot of choice spots.
SPONSOR/29 October 1962
19