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
Continued
Radio reps believe they figured materially in BBDO's decision to switch the agency's radio rating alliance to Pulse.
The influence, as they put it, stems from meetings that they had attended at BBDO on the matter of providing socio-economic data on their stations or their markets.
BBDO's media analysis contended that it was the function of the stations to collate this data, but the reps retorted that the information was already being syndicated and it was up to the agency to subscribe to it.
If you figure March as an index, daytime tv set usage in 1962 has taken an appreciable hop over 1961 both as a whole and for each householder-head age group.
The source of this comparison is Nielsen and here's how the average weekly usage by hours (Monday through Friday 10 a.m. to 5 p.m.) measures up:
YEAR U. S. COMPOSITE UNDER 40 40-54 YEARS 55 AND OVER
1962 8 hrs.; 24 min. 10 hrs.; 12 min. 8 hrs.; 12 min. 7 hrs.; 12 min.
1961 7 hrs.; 36 min. 9 hrs.; 18 min. 7 hrs.; 12 min. 6 hrs.; 36 min.
The Triangle stations have recruited the participation of ad agencies in the group's drive to get Standard Rate and Data to put out a separate book for fm.
The approach: a questionnaire seeking agency reaction to the proposal.
A similar questionnaire, the agencies were informed, has been addressed to fm broadcasters.
If the replies hack up Triangle, the group intends to suggest the formation of an ad hoc committee to meet with SRDS personnel to discuss the "mechanics involved."
Philco's Miss America Pageant failed this September to hit the 20-million home mark: it fell short by about a million.
However, the other few entertainment specials aired on tv in September all told didn't have much more than Miss America's audience.
Here's the data on the September entertainment specials as reported by Nielsen: PROGRAM DATE % HOMES
Miss America 9/8 38.3 19,073,000
Variety Garden 9/18 16.5 8,217,000
Judy Garland (rerun) 9/19 13.7 6,823,000
Lincoln Center Opening 9/23 9.2 4,582,000
You may be witnessing in the tv program fare this season the beginning of a casting revolution for the medium which per se flouts one of the old myths of show business.
And that myth is this : an all-male piece of entertainment can't click, where there are men there must be women ; a vaudeville bill must be properly balanced between men and women.
Strange as it may seem, the myth refused to down despite such memorable successes in show business as A Walk in the Sun, Journey's End, Stalag 17, the Long, the Short and the Tall.
Three of this season's series getting a lot of talk on Madison Avenue are GaUant Men, Combat and McHale's Navy. In each of these the character dominance is strictly male and the inclusion of the female a fairly minor fixture to the script.
22
SPONSOR/29 OCTOBER 1962