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The rating touches bottom
far
"The Doctors Talk It Over" delivers
They laughed when the afterdinner speaker, talking about shows and ratings, referred to Lederle Laboratories' The Doctors Talk It Over. When the snickers died down, an advertising agency executive remarked, "The program must have something. It's in its third year on the air and the American Cyanamid Company (Lederle's parent company) doesn't throw away a quarter of a million dollars a year for anything, not even a broadcast program."
Lederle spends more on its air program than the entire advertising budget of all the rest of Cyanamid's units. It spends it to reach a tiny segment of the dialing audience, the medical profession. It has nothing to sell the public. It sells only ethical pharmaceuticals and biologicals, products used by hospitals and dispensed by druggists upon doctors' prescriptions.
APRIL 1947
It sells nothing on the air, the program having none of the aspects of commercialization expected on a sponsored program. Sole identification of the billpayer is the opening, which states:
Lederle Laboratories, Incorporated ... a unit of American Cyanamid Company and manufacturers of pharmaceutical and biological products, present transcribed: "The Doctors Talk It Over."
That's all that directly or indirectly ties into the business of the sponsor until the sign-off, when once again the announcer states:
"The Doctors Talk It Over" has been a transcribed presentation of Lederle Laboratories. Incorporated, a unit of Ameiican Cyanamid Company, and manufacturers of pharmaceutical and biological products.
There is generally also an offer of a free copy of the talk to professional listeners "by writing to Lederle Labora
tories, 30 Rockefeller Plaza, New York 20, New York."
Just three mentions of the corporate title, that's all, weekly at lOto 10:15p.m. est, for well over $300,000 a year.
And the program rating is usually between 1 and 2 (March 2 broadcast reached a 2.2), ranking, report after report, at the bottom of all sponsored shows on the air.
Lederle wants to reach just one audience — M.D.'s. Its rating is so low that there are no audience composition figures available from normal rating sources, nor are these same sources able to produce sponsor identification figures. That necessitated a special study, for it couldn't be taken for granted that The Doctors Talk It Over was reaching the correct audience. These special studies have been made three times. The returns indicate that doctors are listening and
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