Sponsor (Nov 1947-Oct 1948)

The label **ox|ierini<^iital is bc'iu^ liftod fr«»iii the visual air hy provable sales facts .^^^ Two hundred and thirty advertisers used TV air ^MiW^^^ time on 19 stations during the month of April. Most visual broadcasting is local — there are only 19 sponsors on the limited networks now operating in the East. Because of the local aspect of telecasting it's logical that onethird of the visual advertising on the air is underwritten by retailers. Another one-twelfth of the commercials on TV are sponsored by wholesalers and jobbers who are backing the sales efforts of their local retailers. There are almost as many brewers on the TV air as there are distributors of all other products. Apparel manufacturers also represent major users of the medium. With the latter, this reverses the industry trend since clothing sponsors have not been an important factor in the use of radio air time. Another type of sponsor who has not been heard much in radio, the investment and insurance broker, is using TV to sell. Most buyers of TV airtime are obtaining direct results from the medium. Results are a proved fact in cities that have been transmitting pictures for a year or more, areas like New York, Schenectady, Philadelphia, Chicago, Los Angeles, Washington, D. C. New TV areas, such as Milwaukee, St. Louis, and Detroit, are surprising advertisers, who have bought time for promotion rather than direct sales. The dollar volume of TV-inspired sales indicates that telecasting, even with today's limited set distribution, can be compared with most other mediums on a cost-persale basis, although not all television advertisers are as yet on a direct-result basis. Many are still satisfied with the novelty of being on television, or are using the air for promotion. Firms like Union Oil, feeling the need of improved consumer and stockholder relations, use TV institutionally. Union Oil filmed their annual financial statement and on the day of their annual stockholder meeting had the film scanned over nine stations. Although this was the first time in investment history that a financial statement received such "publication," the video screen has previously been used for spreading facts about big businesses. NBC, for an extended period, presented a public relations film of a great corporation or industry each week. This was Industry on Parade. Despite the fact that TV has entered its selling phase, it, like radio, is still best used when the selling impact is combined with good promotion and institutional public relations. 26 KITCHEX L'TEXSILS SPONSOR: Gimbel Brothers PRODUCT: Pressure cooker CAPSULE CASE HISTORY: This advertiser marked its 52nd week on W'PTZ an April 15. Program has glib Jack Creamer demonstrating gadgets and merchandise. Show is last word in simplicity. Unit sales on items like mops, toasters, and mixers hate run into thousands. Last September, Creamer demonstrated a standard item, an expensive aluminum pressure cooker. Resulting sales started next a.m. (Saturday) and continued right into December. STATION: \^ PTZ, Phila. PROGRAM: "Handv Man" FOOD SPONSOR: C. F. Mueller Co. PRODUCTS: Macaroni, noodles CAPSULE CASE HISTORY: While daytime "Missus Goes A-Shopping^'' was conducting a "A/r. Who''' jigsaw puzzle contest, Mueller, one of the program'' s four rotating sponsors, offered free recipe booklet on two shoivs. First mention, February 19, brought 522 requests. Sext ueek''s offer brought 1,540 requests, indicating responses to TV offers spiral as they do in radio. Cost per inquiry, according to Duane Jones agency, $.08. STATION: WCBS-TV PROGRAM: "Missus Goes A-Shopping" FOOU SPONSOR: Hanneil Food Corp. PRODUCT: Pepcorn Chips CAPSLT.E CASE HISTORY: Four weeks of advertising in daily newspapers did not produce acceptance for this neic product among dealers. Two spots preceding sportscasts were bought on TV as last resort. During three following weeks over 2,750 new outlets were signed by Pepcorn salesmen. Selling approach, "as seen over CBS Television,"" is credited by advertiser for the change in dealer acceptance. STATION: \^ CBS-TV PROGRAM: Spots before sports nEVERAC.ES SPONSOR: Geltelman Brewing Co. PK01HC;T: Beer CAPSULE CASE HISTORY: Brewery b<-gan underwriting of ivrest ling telecasts with station opening. Sports films preceding Marquette I '. basketball games as icell as three Golden Gloves matches and two spot announcements uvre shortly added. On January 17. after si.x weeks, their agency. Kramer-Crasselt. found by suney that all set owners intervieiced correctly idcniif'ted sponsor of the wrestling. Gettelman added (>() (U'<ih'rs icilhin first thrt^' months on Tl air. ST\TlON: W IMirV. Milwaukee PR0(;RAMS: Sports