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'SPONSOR-SCOPE
Continued
It's been a rough season so far for those who harness their values of a nighttime network tv series to ratings.
The shares continue to fluctuate wholesale with the issuance of each Nielsen 30-market report, with the result that Madison Avenue can claim the biggest battalion of second guessers it's ever known.
Of no minor disturbance to those who expect a fairly rooted stability of a network schedule is this factor: if you look back from the 4 November 30-market Nielsen you will find that in terms of shares 96 half -hours have changed by at least 20% since their season's premiere. Of these half-hours 41 were new shows and 45, holdovers. There are 148 prime time half-hours.
Looks like Beech-Nut Baby Foods (Y&R) will retain NBC TV as the exclusive repository for its daytime billing for the coming year.
The account's been ladling it out on a 13-week basis but the chances are that it will set up a 52-week arrangement with this proviso: the right to cancel on four weeks' notice. Estimated rate of expenditure: $3.5 million.
There'll also be heavy supplementing in spot tv. It's been running around $750,000.
Johnson & Johnson (Y&R) has assigned the bulk of its network daytime business for the first quarter to NBC TV.
The package figures around 70 minutes and $300,000 in billings.
Involved is most of the Micrin allotment and all of Arrestin cough remedy. Another daytime renewal for the network: Calgon (Ketchum, MacLeod & Grove), seven quarter hours in the Price is Right.
Lever Bros, will be definitely back in daytime network tv for the second 1963 quarter.
The company has a flock of brand promotions on the way that will make it imperative that daytime spending be restored in even greater volume.
By that time the account may be in a better position to single out the programs it wants for daytime participation.
NBC TV research appears to have taken over the role this season of showing that there is more than one way of skinning a batch of ratings.
To counteract the competitive complexion of Nielsen's Top 10 in average audience NBC TV last week rushed out a research department "highlight" showing that when it came to most programs with a better than 30 rating in terms of total homes NBC TV had six, CBS TV six (if Skelton isn't counted twice) and ABC TV, one.
ABC TV also took occasion last week to beat the drum re ratings: the latest 30-market Nielsen showed McHale's Navy running ahead of Hazel.
ABC TV has but two minutes to sell (out of 16) on the All-Star game it's added to its American Football League schedule, with the date 13 January.
The participants set by minutes: Gillette, 8; Lorillard, 2; General Mills, 2; Lincoln-Mercury, 2. The price comes out to around $20,000 gross a minute.
A program nut that CBS TV is expected to crack this week: the early 1963 status of the Fair Exchange series.
The network has an hour version of Twilight Zone standing by for possible substitution. Blurring a decision is the fact that Fair Exchange's share went up to 30% in the latest 30-market Nielsen.
5P0NS0R/26 November 1962 21