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-SPONSOR-SCOPE
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Continued
The only two giant spenders that have done conspicuously well hy themselves in network tv audiences this season are General Foods and Lever Bros.
According to the 11 October Nielsen, as broken out by an interested agency, General Foods came out with an average rating of 24.7 ami Lever, a 24.3.
Bristol-Myers, among the drugs-toiletries, carved out an average of 19.1. In contrast American Home Products and its Whitehall Division fashioned a 15.3 average.
The averages for the other soaps: P&G, 17.9; Colgate, 17.6.
The average of nighttime averages for the period was 16.5, which, incidentally, was a point less than prevailed for the 11 Octoher report in 1961.
Metropolitan Insurance (Y&R) will be going blacktie the day after Christmas with the sponsorship of CBS TVs 90-minute Years of Crisis at a cost of over $250,000.
The insurance companv has an instant news commitment with the network, but lately there hasn't been enough crisis to go instant about. Hence this one-time shot does two things: (1) absorbs the yearend money left over; (2) creates an air of added prestige and status for the Metropolitan name.
The broadcast will actually be a blacktie event out of the Caspery auditorium and therell he a simulcast over CBS Radio.
An interesting sidelight on the rating encompassed by the 11 October Nielsen is the relative number of nighttime series contained in the various rating segments by individual network, as evolved by a Madison Avenue agency.
Here's how these segments break out:
NETWORK 20 AND ABOVE 15 TO 20 UNDER li
ABC TV 20 13 17
CBS TV 10 8 9
NBC TV 2 12 8
TOTAL 32 33 34
The Institute of Life Insurance (JWT) will be ducking in and out of network tv during the balance of the 1962-63 season wi'h sponsorships in specials of a documentary nature which have specific human interest appeal. \n example: The Adopted Child (NBC TV).
NBC TV garnered two-thirds of the SI .5 million that S. C. Johnson is spending on a special spring campaign, starting around 1 February, with B&B the agency.
Tlie remaining 8500,000 was allocated to ABC TV for a package of day and night minutes. At NBC TV it'll be daytime only.
Because of the order's limited run. NBC TV had to do some tall schedule squeezing. CBS TV couldn't participate: it didn't have the open time. Price figured prominently in the negotiations.
There's a school of agencymen who think that network tv documentaries, especially NBC TV's, would be graced with a higher standard of commercials if the news departments would cooperate with sponsors.
Argue these agenevmen: the commercials would be far more compatible in taste with the documentaries if the news departments would let the participants see the contents of the documentaries in ample advance time.
The nub of their complaint: the news departments lean so far back in their efforts to avoid sponsor influence that they make it almost impossible for the agency to blend in the right sort of commercial.
The attitude is described as highhanded and unreasonable.
SPONSOR/10 DECEMBER 1962 21