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FLORI
t? for Orlando Daytona Beach Cape Canaveral
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Continued
24
show when you, as an advertiser, are identified with it only for minute and are one of a number of advertisers?" He adds that Th Lucy Show, with two alternating sponsors, presents a different pi ture and then counters with, "But if you are one of the advertise]' in the 90-minute western show The Virginian, how can you expect t use, with maximum effect, point of sale and similar merchandisin aids?"
f think Dinsmore's point is well taken. There has long been school of thought in the advertising business which has felt that hov ever strong a sales tool television may be, it and any other mediur need something to close the gap between the desire to buy and th act of buying. It may only be a shelf tag or a bottle collar reminc ing the customer that this is the product advertised on such and sue program, but it has proved to be just the fillip needed to close th sale.
If Dinsmore's prediction that there will be a pick up in syndica tion show sales becomes an actuality, it will be an interesting devel opment. Stations, of course, will welcome it since it means they'l get 70 cents of their rate card dollar, rather than the 30% of rat card they get from network programing. It will mean that the prim factor which has hurt syndication sales so much — the very succes of network shows — will be contributing to its renascence, howeve large or small that renascence may be.
Syndication costs less
Underlying this entire situation is still another problem, namely the costs of network programing, which have risen to the poin where full or half program sponsorship is the rare exception for ad vertisers today.
A particularly dramatic recent illustration of how network pro gram costs have soared was the purchase of the repeat of the Mar Martin Peter Pan two-hour telecast. Young 8c Rubicam and War wick & Legler bought this repeat for showing via NBC TV on il February from 7 to 9 p.m. And even though it is a repeat of a sho' which had been performed twice before in live versions, it is costin sponsors Lipton Tea and Timex well over a half-million dollars, in eluding time charges. And that is no second-hand price for the spon sorship of a show on its third round.
And in spite of the large costs, the merchandising possibilities ar even further watered down by the fact that Miss Martin is doin| another special (this one with Bing Crosby) which is scheduled fo; 10 p.m. on Christmas Eve. Clairol will be the sponsor of the Christ mas outing.
In direct contrast, syndication program costs have been held at the same level for some years, a natural development where there is too much product and not enough playing time. Dinsmore and other syndication sales executives are hard-headed enough to reali/i that domestic syndication will probably never return to the heights it achieved a few years ago, but if the need to supplement network' programing with local syndication does materialize, it could be highly important in stabilizing syndication and reducing, even if slightly, the risks of an always hazardous business.
SPONSOR/26 November 1962