Sponsor (Jan-Mar 1964)

TV MEDIA ^^^ mtm^ VlCREEWJ ^^^' miis Beecham Brylcreem commercial extols halrdressing, then makes midstream switch via logo bridge to sell Maclean's toothpaste ing on the subject. 1 am sure that at some time I have, since in the over thirty years I have been in the advertising business I have tried just about everything; however, it would be difficult to say for sure since you can start a long argument these days on the exact definition of the piggyback. "In none of the articles I have written or speeches I have made on the subject of clutter have I mentioned piggybacks. This whole crusade urged by the ANA Broadcast Committee for the past two years is concentrated on encroachment in entertainment time; on the frequent interruptions, particularly at the station break; and on the excessive time between the close of entertainment of one program and the beginning of entertainment on the following program. "I, for one, do not intend to debate with representatives of the broadcast business the content of an advertiser's commercial. That is up to the individual advertiser, and, interestingly enough, the time devoted to commercials is the only KNXT, Los Angeles adds new rates In what could be a portent of things to come throughout industry. West Coast outlet sets higher prices for ^'multiples''' CLASS i UNITS BASE 10 PLAN 20 PLAN 30 PLAN Class "CC"-1-51 weeks: 1 minute 2 $450.00 $290.00 $270.00 $250.00 MPA minute 3 550.00 370.00 340.00 310.00 Class "CC"— 52 weeks: 1 minute 2 $400.00 $270.00 $250.00 $310.00 MPA minute 3 500.00 340.00 310.00 280.00 Class "C"— 1-51 weeks 1 minute 2 $400.00 $235.00 $220.00 $195.00 MPA minute 2 500.00 300.00 270.00 240.00 Class "C"— 52 weeks 1 minute 2 $360.00 $215.00 $200.00 $175.00 MPA minute 2 450.00 270.00 240.00 210.00 Class "D"— 1-51 weeks 1 minute 1 MPA minute 1 Class "D"— 52 weeks: I minute 1 MPA minute 1 $200.00 275.00 $180.00 245.00 i 110.00 145.00 ; 100.00 135.00 $100.00 125.00 > 90.00 115.00 ; 90.00 105.00 80.00 95.00 non-entertainment element that has not increased in time over the past few years. " Burgard concludes: "I might suggest that the individual would be well advised to join in the movement to fight the encroachment on entertainment time and the subsequent, clutter of non-entertainment, con-commercial elements before this practices vitiates the eff^ectiveness of television advertising to the extent that it is no longer attractive to the advertiser." The top tv customer, Procter & Gamble has done some sharing in its minute announcements, but in general is relatively free when it comes to 30/30's. P&G, which spent some $17 million in spot tv in the third quarter of '63 alone, issued a strong statement to its agencies and rep firms recently, saying that it will not pay for its announcements if they are placed in triple-spotted positions alongside piggyback commercials. The warning was sent via Compton, acting as "spot coordinating agency," and signed by Graham Hay, broadcast media supervisor. Significant excerpts from the P&G letter follow: "Today, with the development of the shored commercial and the varying definitions of the integrated and piggyback as regards these shared commercials, the pinpointing of triple-spotting occasions is a more complex fob. Nevertheless this pinpointing must be done for it is readily apparent that many shared commercials must, to the viewers eye and mind, be nothing more than two distinct commercials . . . As far as FirG is concerned a shared commercial will be considered an integrated one, and thus actually only one commercial, if it SPONSOR/6 JANUARY 1964