Sponsor (Apr-June 1964)

THE CHANGING SCENE Taft To Start Its On-Air Commercial Testing This Fall Newest trend iii testing commercial effectiveness appears to be toward the on-the-air approach. Taft Broadcasting has become the third outfit in as many weeks to reveal a project of that nature. I lie I alt test, which will be undertaken by the group's own stations this fall, is concerned specifically with the relationship between commercial-insert patterns and audience levels. With primetime feature films the vehicle, Taft will test a variety of commercial placement patterns in pre-arranged cycles, using a controlled-sample technique to determine the effect on audience levels. (Typical patterns: no interruptions, several brief interruptions, fewer but longer interruptions.) Other moves in the on-air test direction are being made by the Milwaukee Advertising Laboratory and Video-Scope. The first, owned by the Journal Company. Milwaukee, ami set for fall operation, involves matched markets in that city and a "muter" device which will black out commercials from the air (SPONSOR, June 15. page 20). Video-Scope (Sponsor, June 2 2. page 34). developed by an independent research company, Mar ketscope' Research, employs a belore-and-after approach to viewingattitude measurement. Uses phone interviews directed specifically to determining changes in attitude toward a product after exposure to its commercial. Taft Broadcasting says its project would solicit cooperation from advertisers and rating services. Results will be made available to all interested parties, the company says. Details of the research project will be announced when consultations and planning are complete — which will probably bein late summer. $1 Million Feature Film Purchase for WNEW-TV Feature film stockpiling continues at a steady pace in New York City, with WNEW-TV making the third huge package deal of the last few weeks. At a cost said to exceed $1 million, the station bought 225 prelcM8 Paramount releases from MCA-TV. Included are "For Whom the Bell Tolls," "State of the Union," "Lost Weekend," "Two Years before the Mast." In recent major programing SEALING WNEW-TV FEATURE FILM BUY A. contract signing (l-r) MCA-TV vie* presid. n| Keith Godfrey; Metropolitan Broadcasting Television program vice president Jack lynn; M. "opolitan president Bonn, t H Korn; MCA-TV vice president and syndication director Lou Friedland 18 moves, WABC-TV bought 60 first run, post1 950 Columbia films from Screen Gems (including "Picnic,"' "Pal Joey," "Anatomy of a Murder") and WCBS-TV purchased 50 Samuel Goldwyn films for its various feature showcases, including "Best Years of Our Lives," "Secret Life of Walter Mitty," "Song is Born." The WNEW-TV deal is the largest film purchase in the station's history. ABC Ups Pierce, Karp The promotion of Frederick Pierce to ABC vice president and national director of tv sales, effective immediately, was announced today by James E. Duffy. ABC vice president in charge of tv network sales. Pierce has been vice president in charge of research, sales planning and sales development. Duffy also announced the promotion of Marshall Karp, eastern sales manager, to director of sales, eastern division, effective July l. and a realignment of assignments in the ABC-TV sales department. Stereo Concert Season Taken by Boston Bank The Boston Safe Deposit and Trust Co. began sponsorship of what is thought to be the first fullysold live stereo broadcast of the complete season of a first rank orchestra. Buy is WCRB's 52-week series of Boston Symphony and Pops Orchestra concerts from Symphony Hall and the Berkshire Music Festival at Tanglewood. All programs will be simulcast on WCRB-AM and FM. Mogul Williams & Saylor is the agency. ABC Hunt, Fish Show For Liberty Mutual Liberty Mutual Insurance Co., via BBDO, bla/es a new trail in network sports programing next year on ABC-TV. Companj will wholly sponsor The American Sportsman, a series of four hourlong programs on hunting and fishing to be presented monthly. Janu.ii \ through April. The network! o&o's will televise the show in color. SPONSOR