Sponsor (1964)

ABC-TV: Trendex over Arbitron Don't look toi \B( i\ to go along with ( bs i\ and NBC-TN in subscribing to the aa tion.il Arbitron to get .1 quick line on how the new fall program schedules are faring. Instead ol Arbitron \B( l\ will throw its overnight lot with [rendex, at least for the firsi two weeks o\ the season Reason \B( -TS gives for passing tip Arbitron: it doesn't include the delays. I he same thing, however, applies to l rendex and the Nielsen multi-network area measurements, to which \B(-l\ is also a subscriber. Hence the network won't have a comprehensive rating picture, including delays, of its new shows until the NieKon national report becomes available. I hat's alter an interval o\ two weeks following the area (30 markets) report. ( BS l\ has indicated that the \rhitrons will be used Strict!) tor management purposes \s far as nbc-TV is concerned, they're not expected to publicize \1h1tron unless the ratines are favorable. ABC-TV profiles late night audience \IU IV has a special studs coming out on the late nighttime audience as an intended perker of interest in the new I es Crane strip. The piece will develop the thesis that when this audience, which is not available at "normal" viewing hours, is added to an advertiser's daytime and prime night commitments the element of reach becomes complete. The proposed pitch recalls a profile on the late, late viewer that NBC-TV did some wars ago. Joe Culligan, who then headed up the troop t r> i ti u to sell Tonight, had photographers out taking picture of apartment houses in New York which had their lights going after the witchins: hour. Monday baseball an NBC-TV decision? Looks like NBC-TV will have to be the last resort for the American and National baseball leagues' oiler o\ a sscckls night game during the 1965 season CBS-TV finds the designated night o\ the week for the games. namcls Monday, in conflict with a General Foods contract \B( rVs lorn Moore would prefer a I ridas night schedule. I he series would start April 15 and run loi 2<> weeks Bids foi the right* mu t be submitted In Septembei \ certified cheel percent ol the offci is to accompan) the bid red COSt-pei thousand l"r the 1 s.|<> 90 Indications are that NB< l \ would no easj nine selling th< program to affili On the other hand, tlu interest among adverti m spoils keeps rising In laet. when the \|oiula\ baseball plan was hist announced, a Considerable number oi advertisers primaril) interested in male audiences sOUghl detailed information Irom the networks I he twin -league proposition could wind up on the Spoils Network or some such "non-scheduled" setup Pressure sparks fall spot tv sales Some short, quick strokes .mi how the national spot t\ outlook is shaping up tor the tall, using the top 30 or more markets as a ke> night minutes aregoing last Pace suggests a rather tight market bs Sept. 15. Still in ample suppl) are nighttime 20s. Would have been a soiik • softer market if the cigaiet people hadn't moved in early with substantial busing Daytime minutes lagging a little behind nighttime minutes I he m U ket for daytime 2<K should perk up at about the same time buyers get around to putting the rush on nighttime 20s General prospect as seen bs bellwether reps and groups Scptcmlvi OctoberNovember should run a minimum ol 15 percent better than 1963. Timex tv budget upped 321 percent \n advertiser worths of drum-beating bj t\ is the I S. I ime ( Orp i hmc\l Within four so s this account has run its t\ budget Irom | million up to s4 .5 million— a matter of ;2I percent. I s 1 ime Corp.'s commitment for the fourth quartet is N2 i million for network, and $350,000 for spot. I lie 1965 sr tag camp will entail another $2.2 million Network program lineup m the company's pre-Christmas push: alternate week Oi KeiUU ' ' half sponsorship o\ two Dannj rhomas spe< full hour MH l\ preview s Lawrence and the Mi Magoo ( hristmas si I lies 're all NB( l\ For spot, on over 100 tions. is the documentary, R hich CONTINUED ON NEXT PAGE • ptember 8 1964 35