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'SPONSOR-SCOPE
Interpretation and commentary on most significant tv/ radio and marketing news of the week
10 DECEMBER 1962 / copyright iotc
The No. 1 topic of trade palaver in Madison Avenue tv circles last week was the nature of the midseason changes applied by the networks to their nighttime schedules and the possible flaws revealed thereby in the networking planning structure.
Key question stemming from talk: could the fact that NBC TV had to resort to a second weekly exposure of feature films and that ABC TV plugged up a prime hour with reruns indicate an absence in the business of programing planning in depth?
The posers of the query noted that they realized that the networks were making a tremendous investment in regularly scheduled programing hut what thev couldn't understand is how come the networks, in order to keep up quality, do not provide for some spares to draw from in the event of a midseason emergency.
A side inventory of this sort, they pointed out. would seem mandatory if only to protect the flow of short term contracts.
Loads of optimism about spot tv's state of health for the first quarter of 1963 prevails among key reps.
A gauge cited hv one of these reps: last week his office submitted availabilities for four times the number of accounts as it did the parallel week of the year before.
Another happy sign : quite a number of the inquiries point to a 7 January schedule start, whereas last year the new year buyers in large measure pencilled in their schedule for late January takeoffs.
Still another factor favoring spot tv: advertisers who haven't fared so well in ratines with the current season's network schedules will from agencv indications transfer hunks of their investment to the other side of the medium.
If you take the estima'es coming out of the TvB as an indicator of eventual ratios, national-regional spot tv could wind up ahead of network tv in the FCCreport on the industry's 1962 revenues.
Should the figures turn out that way it would he the first time that spot has had the edge in at least eight years.
Spot billings, as it is. have been steadilv edging up on network in the FCC reports in recent vears; that is. the margin has been "ettintr narrower and narrower.
With TvB's indicator as a base, SPONSOR-SCOPE is herewith taking a stab at guestimatins what the FCC 1962 time sales report might show for the various seetors of the medium — as compared to 1961 :
1962 1961
SOURCE
Network
National-Regional spot
Local
TOTAL
$535 million
'■) 15 million
220 million
1 ,300 million
* 180.2 million
168.") million
211.2 million
81.160 million
(For TvB's estimate of spot tv billings for third quarter see SPONSOR WEEK, page 11. 1
The SRA is getting closer on its annual radio spot estimates: for 1961 it was only 2.3% under the FCC national-regional spot tally of S 1 37.3.>2.000.
Estimate out of the SRA showed a 1.0',' loss on the year, whereas the FCC computation make the national spot revenue for 1961 an increase of 1.3% over 1960.
For highlights of FCC--, radio-fm financial data for 1961 see SPONSOR WFFK. page 11.1
SPONSOR/10 DECEMBER 1962
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