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-SPONSOR-SCOPE
Continued
Is NBC TV finding a rough market this season for its hefty load of actuality specials (it's got 55 of them listed) ?
The impression in the trade is that the answer leans to the affirmative, but those at NBC TV freighted with the job of selling these specials say that the record so far belies this impression.
In other words, it's no pushover, but the trend of interest is going their way.
The sector in which, they admit, there's trouble is the Communist profile series. Strange as it may seem, some of the advertisers approached deem the subject a little too controversial for their commercial inclinations.
Selling actuality specials, it was pointed out, imposes a hard economic fact. The typical cost of an hour's actuality today is $175,000, with $30,000 net going for the program and the balance for time and networking ($1,700).
To document the fact that actuality sales aren't going so badly that sector of NBC TV sales provided SPONSOR-SCOPE with the roster:
PROGRAM DATE ADVERTISERS
Polaris 19 December
Projection '63 6 January
The Tunnel (postponed)
California late February
World of Jacqueline Kennedy 30 November
World of Benny Goodman 24 January
World of Maurice Chevalier 22 February
Liggett & Myers (half)
Gulf Oil
Gulf Oil
Lincoln-Mercury
Purex
Purex
Purex
Bates is gratified with the showing made to date by The Jetsons but the agency's still interested in how the cartoon series' audience composition shapes up.
The deal with ABC TV which Bates made in behalf of Whitehall and Colgate guarantees a rating but at the level of adults. It's the first guarantee of the kind. Tied in with the guarantee is a deficit makeup in terms of minutes.
Credit General Foods with this unprecedented status: having all its season's network tv shows (six this time) among Nielsen's top 15.
Three of the six ranked first, second and third.
Noted GF's Ed Ebel: with that sort of grand slam to go by it might behoove those talking about my imminent retirement to take second thought.
Colgate has been able so far to realize about $500,000 from the sell off of its nighttime network tv program and time obligation for the last 1962 quarter.
The takers naturally picked the toprated items among the rummage, like, for instance, Dr. Kildare and Perry Mason.
Where all this hurts as far as the networks are concerned: the picker-uppers may have spent that money directly with the networks, hence it racks up as a net loss and not a gain.
Motive for Colgate's cutback: domestic sales haven't come up to estimates.
Something about the network tv ratings so far this season that's caught the special attention of agency tv people: the unusual fluctuation that has marked the various reports.
The assumption is that audiences have been doing a lot more sampling from week to week than has prevailed in previous seasons.
Hence there's a sort of reluctance to form definite judgments on how the newcomers as well as the holdovers will shape up in the rating sweepstakes, say, come the late November reports.
SPONSOR/29 October 1962
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