Sponsor (Oct-Dec 1963)

'SPONSOR-SCOPE IS NOVLMBKK 196:1 I A tv researcher who enjoys cosmopolitan Mexico City could really have it made there. Here's Uie situation in briet: Tv in Mexico is u booming ad medium wliicli drawh large audiences in l\e(|uipped homes and more than half of all the ad revenue in Mexico. There is a rating service — the Videometro reports of International Kcscarcii Associates which provides advertisers, apcncies and broadcasters with data ( personal-coincidental nielhod) . Problem: ratings are made only up to 10 p.m. in Mexico City, and do not reflect shows after that hour. Most of the top U.S. import film shows — Ferry Mason, I Itli flour, I ntouchahlcs. etc. — are televi>ed after H) p.m.. with most of the program fare before 10 p.m. being Mexican-produced tape and live shows. Thus, available ratings do not reflect a number of shows generally felt to be top favorites. The research firm which solves the problem will almost certainly find customers. Look for toy expenditures on tv this year to top the previous guesstimate of $30 million. An aulh()ritati\ t" tvlimate i> due tomorrow (19) trom loy Manulacturers ol the U.S. in the form of a trade survey expected to boost tlie tv figure. Don't be surprised, a number of months from now, if this figure is downgraded by TvB in its annual report on tv billings by category. Toymakers have often given rosy estimates of their tv budgets in the past, often in order to persuade leading toy retailers and distributors to featurt specific toy products during the holiday season. ANA is likely to increase its activities on behalf of air advertisers next year. At tlie 1963 Amuial Meeting of 4A, Harry F. Schroeter, v. p. — communications, National Biscuit Co.. and chairman of ANA, cited "our acceptance of responsibility for negotiating talent codes for tv commercials" as an example of "vigilance in using ANA resources in the field of costs." and added that the negotiations with APTRA-SAG "will pay dividends." Schroeter termed the .AN.A action as supplying "balance and moderation to fields that are pretty wide open to excesses." More ANA pressure in Vl'asliington was also hinted at. Citing the fat t that the Hart ("Truth in Packaging" I bill was still in Senate committee and that the bill's proponents will be around for a long time. Schroeter said "there will be other legislative and governmental moves that ANA might do well to oppose as it has opposed the Hart bill." For more details of the 196.3 ANA session, see p. 21. There may be more of an ad battle in future between "house" and regular national brands. This was one of the points touched on by Grey Advertising chairman Arthur C. Fatt at last week's annual meeting of the ANA. ( Intere-^ting sidelight: Fatt also was keynoter at the 4A meeting in New York the week before, telling ad apencvmen s«tme of the same things.) Said adman Fatt: "The growing power of giant retailers will give more distributor-iontrolled brands e<jual stature with the strong advertised manufacturers' brands. Tlie field of battle will be enlarged to include more adverti»ing media which, up to now. were preempted largely by manufacturers." In another prediction. Fatt added: "\^ e must intensify the dri%e for new products, especially those which will create new markets. Neyertheles<!. 'me-too' products will come out of the laboratories more often than breathtaking innovations." IS