Sponsor (Oct-Dec 1964)

SSJfOiMSV^ Mutual To Air Clay-Liston Fight Nov. 16 MBS wins exclusive broadcast rights to blow-by-blow; has already signed sponsors for $250 thousand package New York — Mutual has snared the exclusive radio rights to the Clay-Liston fight slated for Nov. 16 in Boston at an estimated package price of $250,000. In making the announcement, MBS president Robert F. Hurleigh also disclosed that three sponsors have already been signed at a sponsor-estimated tab of $65,000 dollars each. With a minimum of three commercial minutes guaranteed to each advertiser, the fight will be made available to four sponsors. Commercials will be aired on a rotating basis. Signed to date are Schick out of Compton, Pepsi-Cola out of BBDO and STP out of Standart and O'Hern. Raymond M. Smith, Mutual's general sales manager, said that negotiations are currendy under way with several more potential sponsors, adding that he expected to have the package completely sold within the next few days. ABC-Paramount 9-Month Earnings Up 26 Percent New York — Profits for both the nine-month period and third quarter of American BroadcastingParamount Theatres, Inc., jumped to record levels this year. Nine-month earnings show a 26 percent increase over the previous year, increasing from $6,383,000 in 1963 to $8,022,000. This represents a rise from $1.40 per share last year to $1.75 in 1964. Third quarter earnings for ABCParamount increased 20 percent, from $2,164,000 to $2,589,000. It was pointed out that, aided by excellent theater business and benefits derived from the lower federal income tax rates, third quarter profits increased despite the heavy cost resulting from the broadcast coverage of the national political conventions in July and August. Package rights include all 50 states, the Virgin Islands, Bermuda and Canada (CBS has purchased the Canadian rights from Mutual). Commercials are likely to be live and from ringside. Mutual is in all but five of the top 100 markets and the 3M operation is expected to sell the blow-byblow coverage to other stations in the fewer than 50 markets in which the network has daytimers only. In addition, Intermountain Network will also pick up from MBS, projecting the total number of outlets beyond 575 stations. Listening audience is estimated at more than 75 million. Audience on the last fight was 72 million. Commenting on the listenership potential, Hurleigh said, "With a conservative estimate of 75 million listeners, the cost per thousand could be among the lowest in broadcast history." The only other live coverage from ringside will be via closed circuit theater tv via SportsVision which sold MBS the broadcast package. A spokesman for SportsVision estimat ed that the closed circuit will be seen in 230 locations in the United States and Canada with a possible audience of from 500,000 to 600,000. In many of the major cities, the fight will be shown in a number of theaters. In New York, for example, it will be seen in 25 locations. Dubonnet Makes Network Radio Debut via Godfrey New York — For the first time, Dubonnet aperitifs will be advertised from coast to coast on network radio with announcement that Schenley Imports, Inc., U.S. marketer for the wines, has signed a 26-week contract with CBS Radio for participation on Arthur Godfrey Time. In the past Dubonnet has relied on spot tv and radio, but a company spokesman indicated that growth in sales and distribution prompted the move to network radio. Initial phase of the campaign is focused on building holiday sales for Dubonnet. This is the first time in more than five years that Godfrey has sold wine on his show. National Nielsens Released New York — The A. C. Nielsen Company has released its national ratings for the two-week period ending Oct. 11, and the breakdown shows ABC with five shows in the top ten, CBS with three shows and NBC with two. Here are the top ten network shows as reported by Nielsen: Percent U.S. Number of Rank Tv Households Households 1. Bonanza (NBC) 32.8 17,250 2. Bewitched (ABC) 32.3 16,990 3. Corner Pyle (CBS) 29.5 15,520 4. World Series-Sunday (NBC) 29.2 15,360 5. My Three Sons (ABC) 27.4 14,410 6. The Fugitive (ABC) 27.1 14,250 7. Dick Van Dyke Show (CBS) 26.9 14,150 8. Petticoat Junction (CBS) 26.1 13,730 9. Addams Family (ABC) 25.8 13,570 10. Combat (ABC) 25.8 13,570 Note: If the World Series, a non-recurring show, had not been aired. Red Skelton (CBS) would have moved into the top ten with a 25.6. November 2, 1964 15