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rV MAP — SchenecUdy, Boston, Pittsburgh, and Cleveland, thoush shown, may miss sir-view in 1948 (right) NY Yankees [ere televised
vision receivers go into the homes, bars, and grills. There is almost the same reaction to television as radio received when it was first suggested that baseball be covered play by play on the air. It took a number of years to wear down the managers of major league teams. Now, with practically no exceptions, they agree that broadcasting brings in customers, develops new customers.
Of the major league teams, only the Pittsburgh Pirates will not be seen in their home town this spring and summer. The reason for the exception is that DuMont, the only licensee in the Smoky City, won't be on the air in time. The schedules in Cleveland (WEW) and Boston (WBZ-TV) haven't been set at this writing. The Cleveland Indians are said to be asking $150,000 for rights, which is more than the New York teams are get
ting, and the Boston Braves and Red Sox while friendly haven't come to final terms with the Westinghouse organization (owners of WBZ-TV). Regardless of whether or not these teams will be seen on a regular schedule in Boston and Cleveland, they will be scanned a number of times this year, according to the best advices available.
Despite gasoline shortages and a demand that's higher than current supply, oil companies are still second in the sponsorship of baseball this season. First in the number of teams sponsored are breweries and tying for third are tobacco firms and automobile manufacturers. Rank order of sponsors by number of games sponsored, rather than by dollar expenditure, presents the following picture (total of games on the air is figured as 100%):
Beer, 26.0%; Oil, 23 8%; Tobacco. 14.3%; .-Xuto, 14.3%; Dep't. store. 7.2%; Milk, 4.8%; Food, 2.4%; Bakery. 2 4%; Radio, 2.4%;and Pub. Utility, 2.4%.
The dollar volume of each individual firm's investment in play-by-play baseball broadcasting is difficult to ascertain since in many cases the costs are distributed between advertising, sales promotion, and sales. The net cost to the advertiser who controls the rights for the games is frequently more than it is for the second sponsor who handles none of the presentation details and simply goes along for the advertising ride.
Rights for the big-league games are generally controlled by the advertiser, following the precedent set up years ago by General Mills. In Boston, Bill McGrath broke away from this pattern by signing up the Braves and the Red Sox for the (Please turn to page 106)
MAY 1948
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