Sponsor (Oct-Dec 1964)

Record Details:

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PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING One minute short of record The tv networks are winding up 1964 with a total number of sponsored hours that's just one minute commercial short of an all-time high. NBC-TV's corporate planning, using the week ending Dec. 6 as an index, calculates that the three networks this December will account altogether for 203 hours and 38 minutes of sponsored time. The joint tally for December, 1963, was 203 hours and 39 minutes. The same source's network-by-network comparison between December, 1963, and December, 1964: NBC-TV was two hours ahead, CBS-TV fell off about two hours and ABC-TV showed an increase of seven minutes. There's a significant inference to be drawn from the December. 1964, grand total in relationship to the 1963 figure. The inference is this: the margin would have been quite wider were it not for the tremendous strides made in 1964 by network Mondaythrough-Friday daytime. All three networks anticipate sell-out positions for the first 1964 quarter. December, 1964, daytime is running 3 to 4 percent short of SRO. Challenge to reps: tight numbers The fact that the three tv networks are virtually bunched at the ratings wire can turn out to be of considerable consequence to the selling activities of reps. The tight numbers game has become a sort of equalizer. It won't be so easy to take refuge in the circumstance that one raw number is conspicuously better than another in the same market. The seller will now have the opportunity to bring into play the ingenuity and latitude that comes with qualitative salesmanship. It will be incumbent upon him to offer more and different factors than those to which he's been accustomed. He'll have to talk more in terms of his station's status in the community, of the service and other local programing that gives his station a distinct and superior image over the other stations in the market. You might call it statesmanlike selling, instead of merely pushing numbers. As for the buyers, their role becomes easier in one respect and tougher in another. They may not have to defend themselves now against the query from a client as to why they didn't buy the top station in the market. but they'll have to be resourceful, hep and adept in weighing the "extracurricular" nuances to buttress a choice when there's no margin between the rating numbers. Put on their mettle equally are the stations, reps and buyers. JWT lands 7 in NTI Top 15 J. Walter Thompson hit what you might call the jackpot in the number of tv network shows attributable to it as agency of record among the Top 15 in the November II NTI. JWT had seven shows in the blue-chip roster, probably a record of its kind for tv. During the previous two seasons Benton & Bowles was the leader with a total of six. It's got the same number this season. Young & Rubicam this time could check off four shows in the latest Top 15. Campbell-Ewald, Burnett, Compton and Bates each had two shows. The series among the Top 15 for which the three leaders might take credit: JWT BENTON & BOWLES YOUNG & RUBICAM Bewitched Gomer Pyle Lucy Red Skelton Fugitive My 3 Sons Lucy Andy Griffith Bob Hope Sullivan Red Skelton Jackie Gleason Disney Jackie Gleason My 3 Sons Dick Van Dyke Munsters Affils want more daytime 60s Pressure on the tv networks for more daytime minutes is increasing among affiliates. Stations' argument: we need the minutes to accommodate the rising demand for minute availabilities from spot users and to level out our losses from the drooping market for 20-second spots. Meantime 1965 first quarter new national spot tv business has the reps hopping. Among the schedules placed last week: Lipton Soup (Y&R), fringe minutes, 10 weeks, starting Jan. 11; Lux Liquid (JWT), fringe minutes, from Jan. 4 through Feb. 6; Heinz Soup (DDB), fringe minutes, prime IDs, Jan. 4 to March 31; Peter Paul, fringe minutes and prime 20s, 17 weeks, starting Jan. 10; Vitalis (DCSS), fringe minutes, 52 weeks, starting Jan. 4. Note the fact there's but one reference to 20s in the foregoing. Not so good news: P&G cutback on Cheer (Y&R) and Colgate on Ajax laundry detergent (NC&B). CONTINUED ON NEXT PAGE icember 14, 1964 23