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"SPONSOR-SCOPE
I (CONTINUED)
Something new! — A tv show to which the kiddies can talk back.
It's the brainstorm of Aniforms, Inc., which has developed a low-cost technique of motor-animated drawings for cartoon tv commercials.
In a field test last week at Bergen Mall Shopping Center (Paramus, New Jersey) , a "special tv receiver" was used in which the cartoon character of Fred Flintstone appeared to stop in the midst of a typical tv scene and began to chat directly with the small fry in the audience.
According to Aniforms, young audience members "can break the tv barrier of a filmed animated cartoon and have one of the characters enter the world of reality by talking directly to him."
The animation firm hopes to book similar tv appearances at shopping centers and department stores for major tv advertisers.
Temple Houston for Robert Taylor switch has led to few advertiser problems.
Five of eight advertisers set for the Four Star produced Taylor show will stick with the new Warner Bros, package. They are: Buick, Heinz, Pharmacraft, S. C. Johnson, and Lehn & Fink. Helena Rubinstein pulled out of the time period and went into Tonight. Sherwin-Williams dropped out completely when the Taylor show was yanked.
MGM, which had a minute scheduled for Taylor, reportedly will stay with the Warner replacement.
Making up for the losses, NBC TV signed Goodyear and Bristol-Myers for Temple Houston. In similar good business note, network reported some $16 million in new business and renewals in past six weeks.
Is another price breakthrough on color tv sets coming soon?
Admiral had previously announced a set for $399.95. Now comes Sears with a consolette at $399 during national home appliance sale which began last week. Sears sales are frequent enough to allow prospects to buy at different times of year at reduced price.
More important, Sears is big enough to take a small profit on the sets, a step which could force manufacturers to cut prices to retailers. RCA had built the set for Sears until about a year ago, but Warwick is now the maker.
Somewhere on the horizon is another development which could really rock the color tv set market: Japanese-made color receivers with relatively small screens and modest price tags.
Captain Kangaroo isn't just for kids.
Nielsen data for past season shows one third of audience to CBS TV show in the over 40 age bracket. Major audience strength for show however, remains in the under 40 bracket. Monday through Friday broadcasts have 67% of audience with younger families. In comparison, national average for tv homes with a household head under 40 is 32^ .
20 SPONSOR/29 july 19