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'SPONSOR-SCOPE
26 NOVEMBER 1962 / cwipht iwz
Interpretation and commentary on most significant tv/ radio and marketing news of the week
The tv networks might find it expedient from a longrange point of view to take note of something that agencies say they're encountering in their discussions about tv with clients.
It's a disquieting subject and the theme is raised not only by clients that the agencies are trying to bring into tv but advertisers already knee-deep in networks.
As gleaned from agencies, clients, aside from mentioning the plaint about rising tv costs, are giving vent to almost a choral alarm over the high rate of network casualties among new nighttime program series. (It was 63% for the 1961-62 season.)
The question, in essence, posed to the agencies: If the socalled experts can't pick 'em at least a 50-50 rate, shouldn't they (the advertisers) be somewhat skittish about earmarking more money for network programing.
One advertiser put his appraisal this way: a manufacturer whose casualty rate for new products came to even half the rate for new programs would be deemed not only a bad picker but far removed from the public pulse; perhaps the latter is the malady afflicting both networks and the people doing the tv producing out in Hollywood.
CBS TV can expect Benton & Bowles to recommend to General Foods that it cancel out of Buffalo when the increased rates for that market take effect in March.
It was B&B that jointly with Compton spearheaded the recommendation that culminated in P&G's decision to lop Buffalo off its network lists because of the forthcoming rate hike.
Before it takes B&B's recommendation under consideration General Foods will, it might be anticipated, solicit the views on the subject of its other agencies, notably Y&R, which, incidentally, has been looking into the legality of a group of agencies or accounts taking retaliative action against a group of stations.
CBS TV sales and station relations makes no bones about its having a hot potato on its hands. Complicating the prospects of facesaving: the network's statement in a letter to a P&G agency that the network generates rate increases and they are not the result of affiliate pressure.
P&G's wholesale network pullout from Buffalo (as the increased rates take effect) poses for CBS TV daytime a complexity that's without precedent.
The advertiser controls Search for Tomorrow, Guiding Light, As the World Turns and Edge of Night, but CBS TV has the right to sell half of the latter two serials to other sponsors. And they now include Nabisco, Sterling, Vick, Alberto-Culver, Pillsbury, Lipton and Toni.
That ticklish situation is being discussed between the network and P&G, with CBS TV contending that it would be unfair to penalize these other advertisers by making them abandon exposure of the soapers in Buffalo also.
However, CBS TV is also inquiring of the serials' co-sponsors whether they're of the same mind at P&G as regards the rate increase.
Dates the cancellations take effect by network: ABC TV, 1 January; CBS TV, 15 March; NBC TV, 1 April.
You can expect a continuing reverberation from among tobacco advertisers and their agencies as a resut of NAB president LeRoy Collins' comments about youth and cigarette advertising.
(For detailed coverage of this incident see SPONSOR WEEK, page 11.)
SPONSOR/26 November 1962 19