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REPS SOLD FEW AM SHOWS, HAVE HIGH HOPES FOR TV/ BARNETT (ELAIR), KEARNEY (THEN KATZ, NOW ABC), BROOKE (F&P)
What's your TV choice: spot or net?
Reps, TV webs are waging promotional battle over method of airing filmed shows. Here are argument* for both sides
MkftB like David winding up for jm ;i ■_■..< .< 1 shot at Goliath, several of the country's leading television station representatives have been flexing their muscles against a big targel lately: television networks.
Unlike David, the station reps are firing off some pretty heavy missiles. The basis of the arguments against network television by the station reps — spearheaded by Katz Agency, BlairTV, and Free & Peters — are interesting, factual and vers persuasive to network advertisers in many cases.
Nmiii mln action, sales executives and promotion men at the four TV webs are beginning to argue back. This is to be expected, since everyone is playing for high stakes — in fact, for millions in future billings. The pres
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sure i i:ro\\ ini* imciIci . mil less. Dining the interim period before the lifting of the TV freeze and the appearance of a flock of new stations, the struggle will probably be decided. The crux of the controversy is this: With over 60% of the country's 63 TV markets served by only one TV station per market, clearing network time has become one of the biggest single headaches in video advertising. Few TV sponsors — live or film — get the kind of across-the-board time clearances they are accustomed to getting on radio networks. So far, the solution has been to "go network" up to a point I the average is about half of
'Besides abovementioned screening new film series for sjiot Bale, other representatives such
us 1'i'lry mid Radio Salt's are hard al work.
the total station list on major new shows) and then to proceed on a kinescope basis. Here, however, is the rub.
\\ ben you do this, say the reps blandly, you are actually buying a spot TV operation at network prices. The use of kinescopes on a limited basis is necessary and understandable, they add, but when time slots vary all over the board and networks are shipping some 5,000 reels of kinescope film each week, major network TV advertisers are already major spot TV users.
Why not. reps add, stop paying more money for something you can't get, and switch film programs over completely to spot television?
SPONSOR, well aware of the confused thinking on this subject, herewith presents a roundup of the latest available
SPONSOR