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'SPONSOR-SCOPE
31 DECEMBER 1962 / copyright ira
Interpretation and commentary on most significant tv/ radio and marketing news of the week
For Chicago reps there was little relaxation of the new business flow during the holiday spell : the call for avails was as active as it's been for the past two months.
Among the accounts that kept rep people hopping :
Campbell Soup: Minutes, day and night, for Franco-American, Red Kettle, frozen three-course dinners, with starts staggered in January and schedules seven to 13 weeks.
Green Giant (Burnett) : seeking to upgrade spots on existing contracts.
Salvo (Burnett) : wants to heavy up its schedules in present markets.
Chocks (Wade) : Seems to have appropriated new money for the extension of its schedules in kid shows through April.
Miller High Life (Mathisson) : buying nighttime minutes and 20's in about 40 markets a la Schlitz. Competitor Pabst's (K&E) new strategy is buying in 36-36-52 lots, according to market and picking time segments according to how avails fit in with needed audience composition pattern.
Upjohn (McCann-Marschalk) struck a pleasant New Years note for tv as a whole by allocating about $500,000 for a first quarter run on NBC TV.
The ethicals don't spend that sort of money — certainly in that narrow timerange — and Upjohn's gesture may be taken as a cue by its fellow ethicals to take similar plunges into the medium.
Half of the money will go to sell Unicap vitamins and the balance to help build a desired company image — this in light of the Kef auver drug inquiry and the mess boiled up by thalidomide.
Where the allotment is being applied: half of the four Communist specials, 10 minutes of Chet Huntley Reporting and a daytime news strip.
Could P&G for the first time in the history of the media have been put on the defensive by a stroke initiated by a seller?
Madison Avenue last week was conjuring with this question as a result of (1) CBS TV cancelling out Edge of Night to make the time available for station sale as a swap for an additional quarter-hour for CBS evening news; (2) the report that P&G, which owns Edge of Night, was looking for a home for it on NBC TV.
Suspicion evoked by this on the Avenue: there could be a major power play in the making on CBS TV's part.
Sundry notes on the new products front that involve air media, now or eventually.
Helene Curtis: getting set for a marketing test on a deodorant.
Head & Shoulders: a P&G shampoo, due soon to break nationally but by regions.
Radar : a P&G men's hair care item is going through the market testing process.
ARB's plans in 1963 for color tv home research includes examining the possibility of doing a periodic color measurement on a state and national basis.
It would be something beyond the lines of its Omaha color study.
Incidentally, the research service's estimate of color homes as of July 1962 comes to 1,274,000, or 2.5% of all tv homes.
(For an updated over-all look at color tv see batch of articles, starting page 23.)
SPONSOR/31 December 1962 19