Sponsor (Oct-Dec 1963)

STATION REPRESENTATIVES and network radio, there are often more differences than similarities in U.S. marketing, and the advertiser who feels his national advertising is enough to do the job equal 1\' well in all key eities is lieaded for some unpleasant surprises. Since 1959, this fact of marketing life has been periodically probed by Television Advertising Representatives (TvAR) in a continuing series of studies which prove that a smart rep firm has much more to offer agencies than quick service on availability queries. TvAR's latest "Brand Comparisons" study for 1963 actually covers eight major markets — Boston, Baltimore, Washington, Charlotte, jacksonville, Pittsburgh, Cleveland, and San Francisco — in which there are TvAR-repped tv stations (including five Group W stations). But it is in the first and last markets in the above list — Boston and San Francisco — that some of the most striking differences in product usage and consumption were discovered by researchers of Pulse, Inc., which conducted fi(>ld work for the study in March and May of this year. Boston and San Francisco come fairly close to being statistical Siamese twins (see box, p. 58). In addition, they are both seaports, both historic American cities with costnopolitau, "melting pot" populations, and both are served by tv affiliates of all three networks plus independent channels. The two cities are cultural, educational and musical centers, and citizens of both cities know how to live the good life and have comparable incomes. There, however, the resemblances start to run out in a hurry. Break fast patterns vary widely Examine the findings of the TvAR study concerning products generally associated with the first meal of the day, breakfast, and the differences are almost startling: ^ Coffee: In both cities, more than nine out of 10 households lia\e coffee on the breakfast table. In Boston, 15.6% of families served regular ground coffee, and 30.8% used instant coffee (the remainder alternate between the two). In San Francisco, howe\er, the picture is virtually reversed; 43.2% of families served rei^nlar coffee and onlv 58 12.5% served instant coffee. Why the difference? Nobody knows for sure, unless the British-Irish heritage of Boston makes the average Bostonian less fussy about a rousing, fragrant cup of the wake-up brew. In any event, the instant coffee brands could clearly add more spot ad\'ertising weight in San Francisco. ^ Cold Cereal: There was a slight decline between May, 1962 and May, 1963 in the usage of cold cereals in both Boston and San Francisco, but better than three out of four households serve them regularly. In Boston, the figure is 77.2%; in San Francisco, 82.9%. (You'd think, incidentally, that there would be a reversal of these figures in the usage of hot cereals; not so — San Franciscans serve hot cereals in 77.4% of households, and in Boston the figure is 62.4%). The most popular cold cereal in Boston is Kellogg's Corn Flakes (44.8% of families serving cold cereal gave it top spot), and it's also the winner in San Francisco, but not by as large a margin (36.5% of families). Again, this variation — plus others — indicates possible spot support needed. y Cip^arettes: One of life's pleasant moments for many is the afterbreakfast cigarette, a moment of relaxation before the strife of the day. In Boston, 56.5% of men are cigarette smokers; in San Francisco, the figure is similar — 55.7%. There, the differences end. In Boston, 25.2% of men smoke filter-tip cigarettes; in San Francisco, male smokers had a stronger preference for filters — 30.9%. More Bostonian smokers preferred regular brands; in San Francisco, fewer smokers stuck to regulars. In both markets, and in the eight-market stud\' generally, there was a decline in cigarette smoking bet\\"een 1962 and 1963, incidentalh-. .\nd so the patterns go in the Tv.\R stud\ , through more than 550 brands in 12 major product categories. There \vas only a (}uartet of major brand items — Lipton's Tea, Kellogg's Corn Flakes, Baxer Aspirin, and Vick cold remedies — wliieh managed to hold top rank in all eight of the TvAH markets. In other product categories — beer and ale, cigarettes, coffee, dog food. nil gasoline, hot cereal, margarine, mi additives ( such as Bosco and Ova tine) — the leader in one market wj not necessifrih' the leader in other And, there were frequent cases !' which popular local and region brands walked off with sizeab chunks of the market. Said T\AR managing direct( Robert M. McGredy of the marke b\' market variations uncoverec "There are more ups and downs U.S. marketing than on a rollt coaster. The realization of this 1: national and regional advertisers undoubtedly one of the ke\' facto contributing toward the continuir growth of spot television." A dog^s life is surveyed Here are some further highligh' of the study, a project which wj under the direction of Robert if Hoffman, TvAR's marketing and r search v.p.: Man's best friend may be tl family dog, whether mutt or blu blood pedigree, and dog-ownii families are increasingh^ importa to many food processors as a sid line, or even as a primary busine? The variet} of canned, dried, otherwise packaged dog food in large supermarket today is notliii short of bewildering and inai brands are large users of broadca media. But dog ownership is far fro uniform. In Boston, a cit\" which is one the few to ha\e a dog breed officii 1\ named in its honor, dog ownt ship is at the low point anioi T\AR markets: 13.6%. About mi, \\a\ in the scale are such marke as \\'ashington (24.7%), Clevelar' (23.8%). and Pittsburgh (29.3% Charlotte, N. C. is in the upp group, with 30.6''^. The leaders a |ackson\ille and (again the diflFfl ence noted earlier) San Francisc with 36.7*:^ and 36.8% respective! ( In San Francisco — in othi words — there are almost three tim as man> families owning dogs there arc in Boston. \Miat mak this particularly interesting is th there is not tluif much \ariation climate, from the standpoint of tl general lu<alth and comfort of dog h(>t\\e(>n the two cities to warra the difference.) Better than eight out of e\erv ' dog-owning families buvs dog fo( SPONSOR 9 ni CEMBER 19( .11