Sponsor (Oct-Dec 1964)

Latest gilded rep roost One of the newer East Side swank office buildings that could become a popular nestling place for reps is 227 Park Ave. H-R, PGW and Metromedia have already moved in and the Ed Pctry firm is giving the premises a serious look. Never have there been so many location changes for agencies and broadcast sales operations as in the past year. (An aid to bringing you abreast of the changes is on the press. It's Sponsor's 12th edition of the 5-City Tv/Radio Directory.) Cigarets: 7 of top 15 spenders Cigarets and the cosmetic-toiletries category accounted between them for the 15 top brands in network tv during the first six months of 1964. Anacin outspcnt Winston, the one-time leader, by an appreciable margin. Crest edged out Colgate Dental Cream by a 5 to 3 margin. BristolMyer's Buffcrin and Exccdrin between them contributed $7.5 million, but the R. J. Reynolds contenders, Winston and Salem jointly delivered $10.7 million. The top 25 brands by network expenditure for the January-June span, as processed via the TvB: BRAND RANK NET TIME & PROGRAMS Anacin 1 $6,665,000 Winston cigarets 2 5,806,800 Alka Seltzer 3 5,779,600 L&M filter tip 4 5,182,800 Crest toothpaste 5 5,182,800 Kent cigarets 6 5,007,900 Salem cigarets 'i 7 4,925,500 Tareyton cigarets 8 4,382,500 Bufferin 9 4,253,300 Gillette 10 4,217,800 Pali Mall cigarets 11 4,101,600 Contac 12 3,635,100 Colgate dental cream 13 3,595,400 Excedrin tablets 14 3,358,700 Lark cigarets 15 3,258,700 Post owns all cartoon rights This is a postcript to the item in Nov. 2 Sponsor Scope about the tv film cartoon ambitions of General Foods' Post Div. Post's initial cartoon series, Linus the Lion-hearted, is the first property of its kind owned outright by a sponsor. Post is not only the copyright owner on Linus but it controls all the foreign and merchandising rights. Ed Graham Productions, Inc., which pro duces Linus, serves in an employce-for-hire relationship. The deal that General Mills has for its string of cartoon series is of an entirely different nature. General Mills' contract with the series' creative head. Jay Ward, and the producer, Peter Piech Productions, is restricted to the U.S. rights. In other words, Genera! Mills does not control the sales and merchandising rights of its broadcast cartoons in foreign countries. Summer vs. winter daytime tv Daytime tv, it would seem, has been making better audience headway in the summer than in the winter months. Compared to 1963, the average number of viewing homes in the summer of 1964 went up 13 percent. The average winter viewing for the two years was just about the same. Following is a Nielsen comparison of summer vs. winter viewing for the past three years: PERIOD YEAR AVG. RATING AVG. HOMES July-August 1964 23.3 1 1 ,950,000 July-August 1963 20.9 10,410,000 July-August 1962 19,1 9,600,000 Jan. -Feb. 1964 25.4 13,030,000 Jan. -Feb. 1963 26.2 13,050,000 Jan.-Feb. 1962 25.0 12,250,000 A trip down Memory Lane You wouldn't have had to be around the business a long time to recall when (1) Jack Cunningham, of Cunningham & Walsh, was making speeches about tv's Index of Boredom, (2) Warwick & Legler got an injunction restraining Schick from exploiting an idea W&L claimed it conceived before the account moved elsewhere, (3) Madison Avenue was treated to such nifties as "Alice in Punditland," "Imagery Transfer," Subliminal Perception and Semantic Differential, (4) some of the radio stations took motivational research to their bosom and spouted such terms as "attentiveness," "identification and believability" and "gauges of distinction," (5) the 4A retained Clarence Eldridge to redefine the meaning of "advertising agency," in light of such expanded agency functions as marketing, planning, sales council and public relations, (6) General Foods and Bristol-Myers introduced the concept of alternating IDs and C&W's Newman McEvoy chided tv stations for yielding to it. November 16, 1964 31