Sponsor (Oct-Dec 1964)

the same theme. An example of this is: Jones & Laughlin Steel Corp., in three markets where it has plants. NBC probes the hair tint market The hair coloring market has been about the hottest of them all in the beauty aid field the past two or three years. To get a measure of its own on the product's use, NBC-TV had Brand Rating Index do a study along that line among, as it turned out, 4273 women. The findings included these: (1) 23 percent of the women quizzed said they did their own hair tinting, (2) 43 percent of the 23 percent had jobs outside the home, (3) 25 percent of the 23 percent were daytime viewers of NBC-TV, (4) 19 percent of all the women who said they watched daytime tv had part-time employment. The 19 percent ratio suggested an interesting sidelight for advertisers, namely this: almost a fifth of the daytime tv audience is composed of women who have self-earned money to spend. Posing a critique of new NSI Some agency researchers have raised the question of validity about one facet of the revised Nielsen Station Index. They're referring to the proposed technique of borrowing data from a previous report to put into a current report. Under the new NSI procedure a market survey would be composed of two elements: (1) the nucleus based on the most recent measurements, (2) the outside area factor — day parts, fringe time, etc. — borrowed, if Nielsen so elects, from previously used data. Key point of the criticism: the NSI numbers could tend to look bigger than the ARB numbers. Tv shows come to JWT's rescue Credit JWT with the faculty for conjuring up the right answer in tv whenever things get somewhat sticky with a client. The agency did it in the late '50s with Perry Como for Kraft, with Hazel three seasons ago for Ford and just this season with Bewitched for Quaker Oats. The agency's record for picking 'em, say, over the past 1 0 years, may not be any more distinguished than any other upper-rank shop, but its knack for landing the marines at the zero hour puts JWT pretty much in a class by itself. In agency lingo the synonym for overcoming a client crisis is "putting out the fire." JWT, apparently, can almost always rely on tv to do the job. Nighttime sales perk at NBC-TV For a pre-election week it was a busy one for NBC-TV nighttime sales. For example, Gillette (Maxon) wanted to make sure that it would have its six weekly minutes intact in the Wednesday Night Movies and so it extended its contract from 26 to 39 weeks. (In the warm weather Gillette waxes heavily with its Right Guard deodorant.) Union Carbide (Esty) bought some additional minutes for its Glad Bags promotion. R. J. Reynolds picked up a minute in The Virginian for the first 1965 quarter. A look back at CBS Some notes about the beginnings of CBS that might come in handy for the hoopla that will mark CBS, Inc.'s move to its edifice in Rockefeller Center. (1) The original flagship of the Columbia network was WOR New York, managed by the late Alfred McCosker, (2) the first president was Andy White, who was among the first name announcers, (3) the network's first advertiser, aside from the Columbia Phonograph Co., which founded the network, was Emerson Drug, (4) date for all this: 1928. Prospects for anniversary specials NBC-TV would like to sell specials to Elgin Watch and Hamm Brewing to help them celebrate their 100th anniversaries this year. Also to American Tobacco, Canada Dry, Hunt Food Industries and Schenley's Roma wine to mark their 75th years. For 1966 the network will be putting out similar reminders to National Carbon, SherwinWilliams and Socony Mobil regarding their 100th and to Thomas J. Lipton and Sunbeam anent their 75th. Also due to celebrate the 75th next year but not a likely special sponsor: BBDO. iNovember 9, 1964 25