Sponsor (Nov 1947-Oct 1948)

Record Details:

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spot While the current trend of spot placement is down, plans for this fall indicate that a portion of the money being taken out of the network field will go into individual markets. "Flexibility" is the number one demand which advertisers are making of their agencies. There will be comparatively few long-term commitments. The attempt to eliminate chain break commercials during the evening hours has been dropped by the networks for the time being, although the drive to eliminate double commercials at the end of network programs is still being pus' ed. The cowcatcher (extra announcement before a program starts) and the hitchhike (commercial which follows the regular program product advertising) continue in disfavor. Regional networks are due to receive more national advertising. This is also due to their "flexibility." Most soughtafter transcriptions are those which have proved sales result histories. Instead of seeking ideas advertisers are watching the programs that produce sales from the first program broadcast. Although it's too early to be certain there will be no irritant spot announcements employed next season, the recording companies report that the idea commercial is being recorded far more often than hard-hitting unpleasant selling. The drop in consumer buying is not nationwide, nor is it general for all products. Major appliances (washing machines, television sets, coal stokers, oil burners, etc.) are in continuing demand. Yet even manufacturers of these products have under par territories. Wherever income indices indicate that there is no shortage of money and buying resistance has developed, corporate managements are pouring on sales and advertising pressure. There is more and more the tendency to look upon the country as a collection of individual markets rather than a nation. The sales records are forcing this. The shift to spot will be more pronounced than ever in 1948-1949. * * * -^ Television is no longer a medium in which the advertiser has to invest in orderto learn howto use it. Sponsor has thus far reported case histories of 36 users of the medium who have been able to trace direct sales results to it. With 30 stations on the air as this issue goes to press and more scheduled almost weekly, market after market isopening up to the visual medium. Whereas a year ago there was little available in the way of programing material, the current list of TV Live Program Availabilities in this issue covers two full pages and will run almost another page in August. A full page is devoted to a list of film facilities available. The list of firms with TV departments which runs four full columns represents a cross section of all the progressive advertising agencies, big and little. The price of receivers is coming down. The family which is willing to view a postcard-size picture will be able to buy a new set for under $100. What is even more important is that new receivers coming off the production line are depending less and less on expensive rooftop antennas. This big problem in metropolitan centers where landlords have been refusing permission for roof antenna installations is being minimized. The first TV acorn station (with no studios of its own) went into operation in June in New Haven and many a would-be TV station owner is watching how the operation works out. If sufficient service can be given viewers with a plant such as tiny WNHC-TV's, an entirely new vista has opened foi television service. Procter & Gamble has at last broken the ice and bought its first program. Only the week before they signed the contract P. & G. stated they were just looking, not buying. Prospective TV sponsors start looking casually and before they know it they are in the medium. JULY 1948 25