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Snow Crop's H. T. Hamilton (center), Maxon's Pumphrey meet reps at spot TV clinics. Below (4th from left), Glenn Gundell, ad and sales mgr, National Dairy Products, is guest of honor
Spot television basics
Q. What precisely is spot television?
A. In the words of one station representative firm. The Katz Agency, Inc.: "Spot advertising is not a program type . . . it's not a time segment. Spot
advertising is a distinct advertising medium with many important and exclusive advantages. Spot is the medium which gives you complete freedom of selection among 107 television stations, regardless of network affiliation. Spot makes possible the utmost flexibilitv in adapting your TV campaign to time-zone variations, seasonal variations— to all the special requirements
of your own product and merchandising plans."
Basically, spot TV can be considered as market-by-market buying of TV time or programs, announcements, participations, and station breaks that does not involve network facilities, and which operates at local market level.
Q. When is it wise to use spot TV?
A. The main virtues of spot TV are the same as those of spot radio buying (see section on spot radio, p. 65). However, there are other factors that are peculiar to TV alone, i.e.:
1. Network radio time-and-talentcosts have gone up, but at a fairly predictable rate. Network television timeand-talent costs, on the other hand, have been building faster, and nobody will predict where they will level off.
It may be wise to consider spot TV if you find that network TV is pricing itself out of your budget. A good example of this is the announced decision of the Florida Citrus Commission to use spot TV in conjunction with other media this fall. The Commission reasoned that, if it were to buy a net show, as much as $1,500,000 of its twomillion-dollar budget would be taken up by TV network programing. This would leave little room for anything else. Thus, the fruit growers turnsd to spot radio and TV.
2. The squeeze play is still operating when it comes to good network TV availabilities, and clearing TV network time. The situation for fall doesn't look much better. Spot TV may be an advertiser's answer, under certain conditions, if he can't clear the kind of network time he wants for a television
NET CO-OP'S PROVIDE FLEXIBILITY: WHEN CLEARING NETWORK TIME PROVED TOO DIFFICULT, PURE OIL BOUGHT "WHO SAID THAT