Sponsor (Oct-Dec 1964)

Record Details:

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PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING Esty inspection rite is on Esty's annual ritual of examining the program logs of some 400 radio stations used by its clients is about to be performed. Letters are going out to reps this week, asking them to have their stations with Esty schedules to submit a log of a designated week's programing. The week is usually the one before the date on the Esty letter. The check is preliminary to issuance of contracts for the coming year, particularly for R. J. Reynolds and Ballantine. What the Esty inspectors of the logs will look for: (1) whether there's a 15-minute interval between R. J. Reynolds and Ballantine commercials and those of competitive brands, (2) whether Reynolds and Ballantine copy are mixed up in double-, not to say, triple-spotting, (3) whether there are too many commercials crowded into the half-hour in which Reynolds or Ballantine are scheduled. In recent years Esty has uncovered but a smidgen of what it calls "malpractices." The culprits are called on for credits or make-goods. Esty spends between $15 and $18 million a year in spot radio. From Ed Bleier: excuse the slip In a letter to the trade Ed Bleier, ABC-TV vice president in charge of programing and sales, admitted that he stretched the bow a little in a comparison with NBC-TV. The original claim by Bleier: during September, ABC-TV's afternoon share of audience was higher than NBCTV's. In his rectifying letter, Bleier cited an average of 24.5 for ABC-TV, against a 24.8 for NBC-TV. Bleier's letter passed off the slip as a "Friden calculated faux pas." Spot tv vs. spot radio: 3 to 1 A comparison that may tickle the interest of media people: for every dollar spent last year in national-regional radio spot there were $3 put into national-regional tv spot. The ratio became accessible when the FCC the week before released the financial data on the radio industry for 1963. The figures on the tv industry for 1963 came out in July. To get back to comparisons: the ratio of spot radio dollars vs. spot tv dollars is just about the same for the entire country as the average for top 10 markets. The margin used to be narrower for the top 10 radio vs. tv markets. Following is how the revenue in '63 racked up for the two spot media in the top 10: MARKET SPOT TV SPOT RADIO New York $74,184,249 (6) $23,666,836 (31) Los Angeles 44,989,557 (9) 12,354,378 (31) Chicago 38,078,900 (4) 12,887,186 (27) Philadelphia 25,112,850 (3) 7,478,825 (24) Boston 19,530,937 (3) 5,277,978 (17) San Francisco 16,799,903 (4) 6,420,665 (19) Cleveland 14,862,779 (3) 4,361,526 ( 9) Pittsburgh 14,352,036 (3) 3,221,570 (21) Detroit 13,909,976 (3) 5,906,862 (12) Washington 10,892,832 (5) 3,846,792 (18) Note: Figures in parentheses denote number of stations per market. CBS making January color month Look for CBS-TV to do a little splashing of color on the air during January. A repeat of "Wizard of Oz" and "Cinderella" in tint are definitely scheduled and a probable addition will be the "Royal Ballet of Covent Garden," which the network has had in the can for some time. Prospective sponsors for the ballet are being scouted. A premium-priced beer brand is reported to be interested in including the ballet in a large group of specials — several in color — that would be carried on CBS-TV through 1965. The investment would be around $3.5 million. ABC-TV: no cash for Crain clearance ABC-TV's top management flatly denies the report that it has made a variety of compensation deals in order to get clearance for The Les Crain Show which debuts this week. The initial Les Crain hookup includes a number of stations that are not regular affiliates of the network. One facet of the report is that some of the non-affiliates will be compensated, to some degree, in cash. ABC-TV's rejoinder: every arrangement is based on an exchange of commercial minutes in the Crain show for local clearance. The network keeps six minutes for sale and the linked station has the privilege of selling 14 to 16 commercial minutes and retaining the money. The initial week's hookup will comprise 90-odd stations. ABC-TV estimates a U.S. tv home coverage of at least 75 percent. P.S.: However, subject 26 SPONSOR