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American. (Northeast was new to tv only in the New York market.)
Actually, Eastern had considered using tv before the New York newspaper strike occurred; according to the airline's director of advertising at the time, however, the strike was the "immediate cause" of Eastern's tv entry. National and American claim their tv debuts had nothing at ail to do with the strike.
Northeast had already seen the power of tv in Miami and Boston; with the addition of local tv in New York, the airline reported an "incredible" increase in business during the strike — notably 43 percent more passengers on New YorkMiami flights. All airline advertisers mentioned continued to use tv after the newspaper strike.
American Airlines entered spot tv in New York only 19 months ago. Now American also uses spot in Chicago, Los Angeles, San Francisco and Washington.
"Tv is a medium the airlines didn't touch for a long time," says an American Airlines advertising executive, "but now all of us are savvy to its effectiveness."
American in particular has done a great deal of research on set-buying and viewing habits as related to travel. (Some of this research appears in the section on tv set ownership of air travelers.)
Eastern Air Lines is another newcomer to tv. Although Eastern provides only regional service, the airline has been using network tv plus some spot, and is the only airline other than Pan American to use network. Eastern, through its agency. Young & Rubicam, acquired exclusive sponsorship of the NBC presidential inauguration coverage, reportedly the biggest single tv and radio program purchase ever made by an airline. The buy was believed to be in excess of $600,000.
According to F. D. Hall, Eastern's president, the airline is using network to introduce its greatly improved and expanded services in a fittingly comprehensive manner.
As TvB points out in its presentation, the increased use of tv by travel advertisers has turned the medium into a kind of battleground where creative ideas are ammunition. Thus, travel advertisers — especially those just entering the medium — have had to make their commercials much more than print ads with
f TABLE 1
TV EXPENDITURES
BY MAJOR AIRLINES, 1962 AND
1963
AIRLINE
NETWORK
SPOT
TOTAL TV
TWA 1963 1962
$ 952,940 478,160
$ 952,940 478,160
Pan American 1963 1962
$116,500
992,320 832,940
'
1,108,820 832,940
Eastern 1963 1962
776,200
1,759,780 207,090
2,535,980 207,090
United 1963 1962
503,630 29,170
503,630 29,170
American 1963 1962
815,250
815,250
Delta 1963 1962
763,190 538,740
763,190 538,740
BOAC 1963 1962
136,920
136,920
National 1963 1962
996,880
996,880
Northeast 1963 1962
1
679,580 69,180
679,580 69,180
TOTAL
1963
! 1962
$892,700
Airlines, National anci BOAC entered network tv.)
$7,600,490 2,155,280
entered spot tv for
1
$8,493,190 2,115,280
the first time; Eastern
' (In 1963 American and Pan American
1
TABLE II
BUS COMPANIES' TURES, 1962 AND
TV EXPENDI1963
BUS COMPANY
SPOT TV
Continental
Trailways 1963 1962
$ 199,620 163,430
Greyhound 1963 1962
1 ,752,000 1,803,410
National Trailways 1963 1962
103,550 49,100
TOTAL
$4,071,110
United Airlines increased fv advertising expenditures 1627 percent in 1963 over 1962.
*None of the companies used network tv in the years cited.
October 26, 1964
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