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Radio and TV trends in same area
Q. Is there any partem to the way large firms are fitting TV into their advertising spectrum? Is it replacing other media? Is it the basic medium in some cases? Can definite conclusions be drawn at this time?
A. Definite conclusions cannot be drawn at this time. But it is still possible to see three things happening as advertisers face up to the problem of integrating TV into their advertising. ( 1 ) There's a growing feeling in some organizations that one or more media should be eliminated to provide a budget for TV. (2) Others, not yet sure how they want to use TV, are setting aside budgets for experimenting with it. (3) A third approach is to squeeze all other media employed to provide a budget for TV.
There are alreadv some cases in
which TV is being used as the basic medium, for example, by Chevrolet dealers and by Congoleum-Nairn. It is replacing other media in some cases. Recently a well-known rug company drastically slashed its magazine budget and added the money to its TV appropriation. But not until the end of the FCC "freeze," when more stations and more viewers give television a truly national complexion, will long-range trends in TV's effect on other media become clearer.
Q. Should the sponsor regard TV as a separate medium from radio?
A. The close correlation possible between use of radio and television; the fact that both are broadcast media: radio and TV station ownership ties have kept some sponsors from regarding the two as distinct forms of advertising. This must be realized, however, if television is to take its proper place in the advertising spectrum. Under certain conditions some sponsors, P&G
among them, regard only radio homes without TV as their potential radio audience, discounting altogether any radio listening in television homes. This is an experimental practice, not blanket policy. The situation is changing too fast to make hard and fast rules.
Marginal time
Q. Is use of marginal time increasing? (Before 7:00 a.m. and after 11:00 p.m.)
A. Spot radio is showing an increase in the advertisers' use of marginal time. Tom Flanagan. Managing Director of the National Association of Radio Station Representatives, believes there will be a definite increase in the 6-8 a.m. period. He credits the farmer market particularly. What is needed, says Mr. Flanagan, is more research on the so-called marginal periods.
17 JULY 1950
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