Sponsor (Oct-Dec 1964)

REPRIEVE There has been a definite increase in the number of integrated commercials as classified by the N^^ Code Authority. It is obvious that what the Code Authority calls a "definite trend" is at least a period of experimentation by multiple-product advertisers. The effectiveness of the commercial of any length, under all conditions, has constantly been probed by research. This has been done in order to find the best format for the efficiency of the dollars invested by the broadcast advertiser. Very obviously, the piggyback has been highly successful for many advertisers or the struggle for its survival would never have become so intense. The realities of the escalating costs of television advertising makes the need for the most efficient use of commercial tv time vital to the client. Piggybacks were caught in the spotlight of criticism because — in concert with the whole family of interruptive elements which contributed to the appearance of clutter — they alone are the easiest target. It's easier than fighting against the welter of other parts of the clutterpackage like credits, billboards and promos. And being against the multi-million public-service-spot onslaught is like being against motherhood and apple pie. What the fuure holds for the piggyback format is still uncertain. Integration has given it a reprieve from a death sentence. But this isn't likely to be the sole solution to the clutter issue. Mel Silverberg's status report on the relationship of piggybacks, integration and the NAB Code Authority beings on page 31. CMm, azkc^ Pleased with Recognition Thank you for your recognition of KDIA including the use of the Oakland Raiders picture in your Aug. 17 issue, "is There a U.S. Negro Market?"" devoted to the Negro market. While Falstaff beer is one of our very good sponsors, Busch Bavarian is the sponsor of the Oakland Raiders broadcast. Waiter Conway Vice President KDIA Oakland. Calif. Updated Nielsen Figures The recent lead story on the upper income tv audience [Tv: Reaching the Affluent Market. Aug. 31] tackles an interesting subject. But you use a series of Nielsen figures in the story which were not supplied by us and these, unfortunately, are not current. Television ownership as of this month is estimated at 52.6 million households, a penetration rate of 93 percent. The count by income group is: Lower (under $5000) 20.8 million, 88 percent penetration Middle ($5-9999) 21.8 million, 96 percent penetration Upper ($10,000) 10.0 million, 98 percent penetration You"ll note that the Nielsen Tv Index Upper Income group is now $10,000 and over. The change from $8000 to $10,000 annual household income as the lower limit of the upper income group is a reflection of the long-term trends in our nation"s productivity and income distribution. Erwin H. Ephron Director of Press Relations A. C. Nielsen Co. New York Call to Arms Your write-up on the first ARMS study ("ARMS for RadioAudience Measurement, ■■ Aug. 24, p. 15] was extremely complete and knowledgeable. This kind of thorough coverage of such a basic project is an important contribu tion to industry communications which is, of course, what we look to Sponsor for. However, a slight misunderstanding developed somewhere along the line. Your report states that I am an employee of Storer Broadcasting. 1, of course, am an employee of the National Assn. of Broadcasters and Radio Advertising Bureau which are the cosponsors of ARMS, it so happens that George Storer, Jr., is the chairman of the ARMS commiitee and has graciously extended to ARMS the use of the facilities of Storer House as an office for me. Perhaps that explains the confusion. Incidentally, Storer House is located at I 18 E. 57th St., and it might be well if you were to mention this in some future report because a number of people have wanted to know where to get in touch with me. I certainly welcome ideas and thoughts from anybody in the industry. W. Ward Dorreli Executive Director W. Ward Dorreli New York PDT note PDQ The "One Hour Storyboard" article in your Aug. 31 issue was very well done and we thank you for giving it such complete and understanding treatment. TAB Engineers, who developed the PDT technique, were also pleased with the story, but told me that they do have patents pending on the method which is contrary to the sentence in the next to last column: "And it certainly cannot be patented."" It seems that in their original development of the process for engineering design and drafting the method of preparing a wall as a blackboard in marked off segments together with certain camera equipment and drafting tools adapted to large scale drawing was found to be acceptable to the Patent Office for consideration. L. Martin Krautter President Wolf. Krautter & Eicoff. Inc. Chicago 12 SPONSOR