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'SPONSOR-SCOPE
Interpretation and commentirv on most significant tv/radio and marketing news of thi wnk
29 JULY 1963
Cream of Wheat may be quietly easing out of the spot radio medium.
The veteran air client, whose account is handled bj Ted Bates, has been tV'testinf, in 20 markets all in Nielsen's East-Central ares since February. Full resulti expected by the end of 1963.
At the moment, 85% of the ('ream of Wheat budget il in spot radio, and because
of an increase in budget the spot campaigns scheduled Cor fall aren t likely to be
affected. Budgets for the t% test are drawn from radio.
Bates recently held a media-plan* meeting on Cream of Wheal with tv holding an important <pot on the agenda.
A switch in tv shows can also spell a local-level switch in audience composition.
In Pittsburgh recently, KDK \ I \ substituted the Four Star--yndicated 7.<uu Grey Theatre for a juvenile-appeal afternoon series. Funsi ille.
Before the change, there were 699 kids watching KDK \ -TV during the 4:30-5 p.m. period for every 200 men and 2 18 women. After the change to the adult-ap; western, the audience composition changed radically within a few weeks.
Male viewers increased 84%, women 162.5% and children decreased nearly 71 r'< in the time period. There was also a major hop of 356! ' in the number of t agers viewing. Over-all program rating jumped 20% and share jumped 52.
Moral for media buyers: watch audience composition figures BS well as ratingwhen stations are re-programing afternoon schedules.
That NBC o&o "rating disclaimer" is also being used at network level, too.
The disclaimer (see Sponsor-Scop. . 22 July), which states that audience data are "subject to the qualification issued*1 by rating services, is now appearing in new slide presentations by NBC TV Sal
Treatment is very light-touch: the slide is dressed up with the kind of type and ornaments found in 1890 posters. And. there' a similar disclaimer 00 the "wordused herein." They are. savs NB< . "from such language services SS Webster and Roget. and are liable to the applicability provisions of these lervi
Long-suffering N.Y. Central commuters to Madison Avenue may have new reasons to wonder.
Central has taken a rait step into radio, buying W a-hington commentator Dl Pearson in seven areas: WMCA, Gary; WCMR, Elkhart; WISH, Indiana^ \\( KV. Cincinnati: Wllin. Dayton; WCOl .Columbus; and W ll"\. Erie. New N
Central Spokesman calls it a Step ahead, "because radio is entering B new era of recogtiitioti as a productive advertising and public relations medium."
If Central's radio campaign is public relations ti ty commut
may have cause to WOITy about omission of New York from advertising schedule.
1/29 july 1963 19