Sponsor (Oct-Dec 1964)

NAB Code Lists Simplified Guidelines for Piggybacks Washington, D.C. — Boasting a track-record of 279 individual spots screened since the new NAB Television Code policy on multiple product announcements went into effect in September (156 were integrated, 123 were dubbed piggybacks), the Code Authority has released a set of simple guidelines "to aid station personnel in scheduling MPA commercials": A code station cannot schedule piggybacks under the following conditions: Norman Prouty To Direct ATS Radio Division New York — Norman R. Prouty, a veteran of 25 years in the broadcasting and advertising industries, will become national radio sales manager for Advertising Time Sales, Inc., soon after the first of the year. Prouty, who joined ATS Radio as a salesman three years ago, will direct national sales activities for the rep firm's 21 client radio stations in markets across the country. He will be headquartered in New York, where he will coordinate the radio sales activities of all nine ATS branch offices. Prouty has held posts with Benton & Bowles, the Katz Agency, Edward Petry and Co., ABC Radio and Tv and radio station WFIL Philadelphia. with two other announcements The code states • Back-to-back single 60-second within a program, that not more than three announcements shall be scheduled consecutively. • On a prime-time station break with another commercial announcement. The code states that prime time station breaks shall be limited to two commercial announcements, plus non-commercial copy such as station ID or public service announcements. Time may not exceed one minute, ten seconds. • On a station break in other than prime time with any other commercial announcement longer than ten seconds. The code states that other than prime-time station breaks shall not consist of more than two commercial announcements, plus a sponsored 10-second ID. Time shall not exceed two minutes, 10 seconds. A code station can schedule a piggyback under these conditions: • In an island position within a program. • Back-to-back with a single announcement within a program. • On a station break in other than prime time with a 10-second commercial ID. In answer to advertiser and subscriber questions about what determines a multiple product announcement. Code director Howard H. Bell has given a set of criteria. The presence of any of the following factors, he said, shall indicate a multiple product announcement: • Separate description or trade names whether or not such items are marketed under a common brand name or corporate name. (Where spray-on and roll-on are part of the brand names of deodorant products, they are classified as two products.) • Different basic ingredients between items or services advertised. (Vegetable soup and tomato soup are multiple products.) • Stated or readily apparent differences in purpose or use of the items or services advertised. (Auto wax and floor wax are multiple products.) Bell further pointed out that "the mention of premium offers, prizes or contests within the framework of an announcement will not generally bring the commercial under the MPA standards." National Airlines Sets Drive To Send Californians to Florida Prouty New York — Although chambers of commerce in California are unlikely to greet the idea with any degree of enthusiasm. National Airlines has announced a special $250 thousand ad campaign "to persuade Californians to select Florida as their favorite vacation retreat." Sparked by an increase in spot tv and radio, the decision to launch the campaign follows on the heels of a survey conducted by the airline on the traveling habits of Californians. The survey indicated that 22 percent of California air travelers make roundtrips of 5000 miles or more, with Mexico, Hawaii, the Far East and South Pacific the favorite haunts, in that order. First step will be a new fare — $110 from Los Angeles to Miami. Former fare was $140. According to J. Dan Block, vice president for traffic and sales at National, this new fare is comparable in cost for similar service. Also, it was pointed out that after a Jan. 25 introduction of non-stop jet service to Miami, flying time will actually be less than between Los Angeles and Honolulu. National, which reportedly spends a greater percentage of revenues on advertising and promotion than any other domestic trunkline carrier, plans to step up its spot radio, with emphasis on reaching Californians as they drive to and from work. Also, tv spots will be increased to reach home audiences. In addition, National plans to use special print and outdoor advertising in its effort to convince Californians to visit Florida. December 14, 1964 21