Sponsor (Apr-June 1964)

SPONSOR WEEK Swigart, A. C. Nielsen Co. vice president, is expected to take at the seminar. He'll also provide information about new forms of data available from Nielsen for tv and radio audience analysis by computers (the list takes a full page) and will discuss some special Nielsen experiments in computer processing. On another computer front, Paul H. Vanderheiden, Kimberly-Clark Corp. manager of consumer market research, is due to level at least one criticism against tv concerning the data provided by the medium for use by advertisers and agencies equipped with computerized media selection. Gist of it: most of the available data on network tv shows is already obsolescent, because the show is already sold to one or more advertisers. On the other hand, the same basic information is not necessarily applicable to the buying of the same show when it does become available because the competitive picture may have changed. Other panelists and speakers at the session include: Arnold K. Weber, RCA corporate vice president and general manager of RCA's Electronic Data Processing Div.. Richard H. Truex, manager of EDP systems at Whirlpool Corp. and Foote, Cone & Belding vice president John L. Rigotti. THIS WEEK ON THE PIGGYBACK PROBLEM: 0 It is up to advertisers strong in piggybacks to exercise patience and restraint while tv broadcasters seek to evolve a post-Sept. 1 policy Many stations recognize they must provide for a period of transition — a middle ground which will expeditiously accommodate the advertiser during that period and at the same time encourage him to integrate his brands according to revised code provisions. Plotting of this middle ground is a number one project between these stations and their reps. A perplexing facet for the station is how it can reform its commercial structure without sacrificing too much inventory (revenue). The solution could be (1 ) increased rates or (2) adoption of a preemtible system for piggybacks. It is expected to take until the end of June to develop a pattern. Radios Golden Age Myth Exploded Washington — Nostalgic broadcast media men are having a tough time these days. Following right on the heels of NBC chairman Robert Sarnoffs attack on the "mourners for the imagined glories" of tv's purported Golden Age (Sponsor May 18, p. 17) is RAB president Edmund Bunker's censure of their counterparts in radio. Admitting that radio's early days were "magnificent," Bunker, in a Radio Month talk to the Washington, D.C., Ad Club, paraphrased the NBC-TV program to make his point — "That was the peak that was. It's over. Let it go." Some broadcasters and advertisers are too "bemused by the sounds of yesterday to realize the truth of the present," he said. NAB s Collins Takes Issue with Salant Speech Citing "unfortunate inferences." NAB president LeRo) Collins has taken exception to a recent speech by Richard S. Salant in which the CBS vice president disassociated the network from NAB's recent stand on wired pay-tv. Making his objections known in a letter, Mr. Collins said. "During the course of your remarks, in expressing CBS' policy regarding both pay-tv and ' \ I V. you stated: 'We quite specifically pari companj from the recently stated position ot the N \B . . . CBS cannot verj well seek governmental protec tion just because we are threatened with competition from another medium of information or entertainment'." The effect of this, said Mr. Collins, was to charge that NAB is committed to a policy of legislative control. This is not the case, he argued, saying NAB has taken no position calling for the regulation of pay-tv by law. "In fact, we are not fully advised regarding the constitutional questions such legislation would involve. We are. however, committed to a program which would fully inform the public of the issues involved." "that radio today is bigger and n influential than ever before in history." Bunkers cited radio's mob and immediate impact as evidi that there has emerged "a new different medium of power movement that has succeeded ir shaping itself to fit the need, mood, the tempers of today's and sophisticated audience." Misconceptions Hamper Radio, RAB Executive S Iowa City, la. — Hitting "di tion of the facts about today'* dio programing" and "years systematic under measured Robert H. Alter, RAB vice r dent and director of national s told the Iowa Broadcasts Ass< tion that "it is the dutv of industry to change main m misconceptions which have seriously hampering radio's I gress with many advertisers I agencies." Too many advertisers. \oc-M well as national, don't under ■ today's radio programing, lie i "Radio is a different. personal! dium. and it is these i|u;l!j which allow us to sell so well our advertisers." Another misconception, he I is a serious underrating of nM audience and selling power, at I held the rating services "which J been under-measuring radio since the first set went into a as partially responsible. i 1UI 20