Sponsor (July-Dec 1951)

ami semeat park SERVICE STATIONS SPONSOR: Cone> Man.l AGENCY: Chester C. Moreland CAPSULE CASE HISTORY: This Cincinnati park called at ten lion to its L951 opening day with a TV expenditure oj a few hundred dollars. The promotion: TV Rangers sponsorship ami other participations announcing the opening oj all park facilities. A tabulation of opening day attendance figures showed 14.521 persons flocked to ('oney Island compared to 8,500 on the same day a year before without Tl ; weather conditions were the same. WLW-T, Cincinnati PROGRAM: TV Rangers; Participations SPONSOR: Shell Oil Co. AGENCY: J. Walter Thompson CAPSULE CASE HISTORY: Shell inaugurated a 15-minute. Monday to Friday newscast featuring Al Constant. After the first show, Constant interviewed two Shell deal ■ ers. One reported 27 new customers the day after the first newscast; the second dealer had two new customers waiting for service early that same day. Other Shell stations in the area find gas-oil sales climbing steadily upward since the TV show started. Cost: $360 per program. KRON-TV. San Francisco PROGRAM: Shell News POTATO CHIPS SPONSOR: H. W. Lay & Co. AGENCY: Liller, Neal & Battle CAPSULE CASE HISTORY: Oscar's Prize Party features on-camera phone calls to children interspersed with Western songs. Each child called wins a prize for answering a question correctly; gets a chance to win a bicycle. The slant: youngsters must send in a picture of Oscar cut from a bag of Lay's potato chips — along with name, address, age, and phone number. Results: 58,238 pieces oj mail in five months denoting a sales gross of $8,734.70 at the very minimum. Once-weekly program cost: $90. WSM-TV, Nashville PROGRAM: OscaFs Prize Parly HAIR PREPARATION ICE CREAM SPONSOR: Charles Antell Co. AGENCY: Hare CAPS! LE C WE HISTORY: The sponsor ran a half-hour film program, one-lime, offering hair care advice and selling a lanolin hair preparation and a combination combbrush. Viewers were asked to phone in their orders or write to WAAM for the offer. From this single half-hour costing $390. Antell reported a total of 612 cash orders or a gross return of some $1,500 on their Tl film venture. This Baltimore hair preparations firm is now sold on TV. W \ Wl. Haiti PROGB Wl: Film Feature FOOD SLHEISS SPONSOR: I eemsti i & I ... \GE\<A : Direct CAPS1 LE CASE HISTORY : Five-minute afternoon and riming participations on a three-a-a eel; basis called attention to the com pain's food slicer. The pi/eh: a direct mail ordei deal on the Pal 'n Johnnj show. Over a period of three months. Feemster reported sales oj 2(1.1100 units at a dollai apiece with an advertising expenditure of approximately $1,000. And the sponsor adds TV was the only medium "selling" for them. VWi/ I \. D.-ir.iii PROGR Wl: Pal 'n Johnnj SPONSOR: Costa's Ice Cream Co. AGENCY: A. W. Lewin CAPSULE CASE HISTORY: Ice cream sales were off more than 12% in Costa's area when they started Tl sponsorship. But, in spite of this, Costa sides after 19 shows ($450 per program) went way up; distributionivise they tripled dealer outlets: and the sales department found dealer resistance virtually eliminated. One new dealer informed Costa that his ice cream sales doubled in the first two weeks of his Costa franchise. WATV. Newark ROOKIJTTS WTMJ-T\. Milwaukee PROGRAM: Junior Frolics SPONSOR: I. nick Dairy Co. AGENCY: Al Herr > M'SULE CASE HISTORY: This firm wanted to acquaint viewers with three different types of recipe booklets. Their purpose: to increase usage of milk and milk products in cooking. Three $75 participations heralded the free offers. And mail response to these TV commercials amounted to 327 requests for egg booklets; 1,347 mail returns for milk booklets; 1,742 responses for meat booklets — total of 3,410 requests from three participations. PROGRAM: What's New -L^