Sponsor (Oct-Dec 1964)

Record Details:

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PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING report that weren't in the 1963 report, there was a net loss of nine advertisers. Among the missing accounts were such spot stalwarts as International Latex, Anacin and Carter Products (all excepting its Little Liver Pills). Others absent were Humble Oil, Desenex, John Hancock, Nabisco, Sealtest, Sterling Salt, Westinghouse. Anacin's spot billings in 1963 came to $4.6 million. Carter Product's Arrid line in the same year spent $3.1 million and the company's Rise Shaving Cream accounted for another $740,000. Latex's gross spot figure was $7.9 million. General Foods has cartoon ambitions The Post Div. of General Foods would like to follow in the footsteps of the cereal division of General Mills and build for itself a little empire of wholly-owned tv cartoon films. Post's nucleus for such an empire is Linus the LionHearted, which made its bow this season on CBS-TV's Saturday morning line-up. Linus was put together by the Ed Graham Productions studio under the supervisory eye of Benton & Bowles — a function that Dancer-Fitzgerald-Sample performs for the General Mills exclusively-owned cartoon tribe. Post has to go a long ways to catch up with General Mills, whose retinue of cartoons consists of Bullwinkle, Tennessee Tuxedo, Underdog, Hoppity Hooper and King Leonardo. All but the last are now on network. For its spot sub-empire General Mills uses spin-offs. Rocky & His Friends descends from Bullwinkle and The King & Odie from King Leonardo. Shell measuring tv copy recall How more effective is a two-minute tv commercial over a minute in terms of (1) remembered copy points and (2) cardrate differential? From a preliminary copy-recall survey Shell Oil has deduced that it got "on the right track" in adopting two-minute commercials for its current spot campaign. For the purposes of a continuing recall check. Shell split up its list between markets carrying only two-minute commercials and markets airing only the one-minute kind. The two-minute "isolation" represented 30 percent of all markets. Indicated by the survey, so far, is that the memorability score for the two-minute markets is superior enough to suggest that a two-minute commercial can create more attention than a one-minute commercial. It will be months before Shell will consider the findings conclusive. $39 million in P&G serial mill For an idea of the dimensions of the world of tv soap opera: P&G is spending about $80 million a year on that type of fare alone. Something you may not have realized is that P&G's yearly investment in daytime serial production, namely $39 million, ranks it among the top program producers in the medium. The subsidiary through which its five wholly-owned soapers are produced is P&G Productions, Inc. The actual work of turning out the five P&G-controlled serials is done by Y&R, Compton and Benton & Bowles. The agencies' responsibilities by series and number of programing hours a week: Y&R: As the World Turns, five hours; Compton: Guiding Light, Search jor Tomorrow, two and a half hours; Benton & Bowles: Edge of Night, five hours. These chores constitute the only show production for the three agencies, as far as network programing is concerned. Tv no part of advertiser coupon woes One thing package goods advertisers don't have to worry about from tv: retailers taking advantage of coupons that offer so many cents off in the purchase of a product. Checking whether retailers are making substantial profits from turning in coupons whose total exceeds product orders is a rather expensive business for advertisers. Dealers have been known to buy out the local quota of a women's magazine just to get the coupons. One 35-cent publication not so long ago carried coupons worth $1.95 in one issue. Some magazines are guarding against bulk buys by retailers by keeping the total worth of coupons within reasonable limits for any one issue. The retailer get 3 cents over the list price of the product as a handling charge. Sidelight: one of the top clearing houses for cents-off coupons is the Nielsen computer plant in Davenport, Iowa. The computers also tell manufacturers which dealers are going overboard. 28 SPONSOR