Sponsor (Oct-Dec 1964)

& ipansop DECEMBER 21, 1964 ^^VT/ME NETWORK T^ by the millions Sales level of tv in daylight hours is running at all-time high with audiences today averaging nearly 25 percent larger than they were back in 1961 ■ It's been called "The Last New Frontier of Network Tv," but daytime television is fast losing its pioneer-country look in favor of the settled appearance of a long-standing advertising community. (See Table I.) Increasingly, there are fewer "nighttime only" advertisers on the three major tv networks. There used to be nearly double the number of advertisers using only primetime tv in 1958 as compared to those using day-night mixes (78 vs. 42). The situation has changed in only a few seasons so that there are more major advertisers (71) using the day-night blend than there are those using only prime time (64). Advertisers in network daytime shows are no longer confined to a few big giants like P&G and General Mills, plus low-budget new December 21, 1964 comers trying to stretch a tv buck as far as it will go. The great majority are advertisers like Heinz and Drackett and Menley & James and Frito-Lay and Remington and S.C. Johnson — advertisers who are big enough to be "big" but who expect a sales return from tv spending. Virtually all network daytime advertisers use the medium in pursuit of one collective person: the American Housewife. In fact, so many millions of housewives watch daytime tv (See Table II) that advertisers today carefully match the kind of housewife audience they are buying (young mothers, older women, etc.) to their basic marketing approach. Latest figures are: • Audience size: Over the course of a week or so, daytime tv reaches some 43 million tv homes (82 percent of the tv home total). Viewing isn't confined to women alone, so 27