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PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING
CBS-TV soliloquizing on station payment for NFL championship
CBS-TV is debating with itself whether to compensate affiliates for clearance of National Football League championship game. Event being offered at $120,000 per commercial minute for one year; $1 10,000 for two years. Agency commission included. Altogether 18 announcements per game. Rights price: $1.8 million per game. Additional expense, without station payment, estimated at around 5200,000. As arrangement now stands, affiliates get paid only for second game of the five double-headers in the 18 regular season broadcasts. Last year the championship game scored 15.5 homes. At coming price the cost-per-thousand figures around $7.50. Item: Canadian Football League looking for Saturday sponsorship in States. Would compete for NCCA audience.
Saturday a.m. kid time on networks getting tight for fall
The three tv networks haven't much more to sell for the final '64 quarter of the available participations in the Saturday morning kid time. Leaders in the toy-games field — Matel, Ideal, Marx Bros., Deluxe Reading. M&E Doll — have already sewed up their prc-Christmas requirements. Industry as whole spends 75 percent of budget in tv. In 1963 it was $10.35 million for network: $9 million, spot. Total expenditure was 9.9 percent off, compared to '62.
Agency tv commercial producers in $8,000 to $50,000 salary range
Measure of strides made by tv commercial makers in agencies is the fact their salary levels have become pretty well crystallized. These producers, as to function and salary, fall into three classifications. Class I: junior, assistant or associate producer, $8,000. Class II: full producers who have the responsibility of implementing the story board, $10,000 to $15,000. Class III: executive or supervisory producers, $18,000 to $50,000. The bulk of these are in the $20,000 bracket and a goodly percentage are in the $30,000 arc. According to reports within the producing clan, there are two freelance operators whose take is ovel $60,000.
Strange saga of the cuckoo's bow into the Personna act
How the cuckoo sound effect got into the Personna blades (Philip Morris) tv commercial makes an interesting anecdote. Benton & Bowles' original storyboard had an off-camera breaking into the testimonial with the word, "censored." Agency then became concerned over the possibility that networks and stations would reject the commercial on the implication that the NAB Code Review Board had censored the copy. In the search for a substitute interruption, client and agenc\ agreed "cuckoo" was both catchy and diverting. Which goes to show that a crisis can turn into a jackpot.
20 SPON5'