Sponsor (Jan-June 1953)

any extensive use of filmed TV commercials on the show . 4. Who uses them? According to Educator Sherman Lawton, his study gives "a fairly representative View of the types of sponsors of homemaking programs." Here are the basic classifications, as turned up by the survey: CLASSES OF SPONSORS OF TV HOMEMAKINC SHOWS TYPE MENTIONS Foods & food products 113 Retail or local 28 General household 27 Appliances 17 Cosmetics and shampoos 5 Miscellaneous 14 As can be judged from the list above, food sponsors are the biggest single category of clients in the TV homemaker field. I See hox, p. 37 for the names of some leaders.) By types — and in order of mention — the spei-ilic londs named were: biscuits, daii \ products, sea foods, frozen foods, bread and bakery products, salad oils and dressings, flour, macaroni, orange juice, crackers, desserts, tea, coffee, margarine, fruit juices, spices, meat sauces, and fruits. Also mentioned were such ingredient or condiment products as: marshmallow fluff, sugar, cake fillings, beans, pickles, rice, peanut products, and meat products. Interesting additional point : According to Lawton, "Nationally advertised products form the bulk of advertising in homemaking programs. Local sponsors — second largest category, after foods — are usually large retail outlets like department stores, or else are dairy firms. Utility firms, clothing and furniture stores, drug stores and beauty parlors were also mentioned among local merchants who use TV homemaker shows. The balance shifts back to national advertisers again in the category of "general household products," which is nearly as large as the local retail section of sponsors. Mentioned specifically were: soaps and detergents. window cleaners, starches, cleansers, water softeners, floor cleaner, wax. plumbing cleaner, air purifier, utensils, mops, window blinds, paint, paper shelving, and paper toweling. About one out of 10 homemaker shows carries appliances advertising. ■aasasEf1^ Advertisers can cash in by following tax dollars to the market place. Franklin County (Columbus, Ohio) is unique . . . more tax dollars are spent here than are collected. This means buying power isn't siphoned off ... it is increased! Large military installations, aircraft factories, defense industries and government centers use tax dollars to meet big payrolls. This money is spent where it is earned — in the rich, billion-dollar Central Ohio market. Reach this market with WBNS . . . with more listeners than any other Central Ohio station . . . with the 20 top-rated (Pulse) programs beard locally. Ask John Blair for rates and ratings. CBS for CENTRAL OHIO Wradio io COLUMBUS, OHIO often a co-op through retail outlets, appliance stores, utility companies, and so forth. The appliance types include: washers, furnaces, water heaters, and gas and electric ranges. Other types of sponsors — apart from these majority leaders — ran all over the lot. Such diverse items as banks, health insurance, magazines, cough syrup, soft drinks, fashion clothing, aprons, fabrics, and hats were mentioned as representative. .». If oh* to use them: As gathered by sponsor editors in interviews with several producers, commentators, salesmen, and others closely connected with the field of TV homemaker shows, here is a group of basic tips in getting the most value from this brand of TV show: A. Buying Tips. As Lawton's study indicates, TV homemaker shows are primarily based around food and kitchen problems, with side excursions into personal grooming, household maintenance, child care, and the like. Sponsor types seem to follow this breakdown closely, both in terms of national and local advertisers, the study reveals. TV homemaker shows are therefore open to consideration primarily by manufacturers of food products. Since commercials and food demonstrations are usually live, a food sponsor is thus assured of having his commercials reach a receptive home audience of housewives with maximum impact, as well as maximum integration into the program format. However, TV homemaker programs need by no means be confined solely to food advertising as an air vehicle. As Lawton's study shows, homemaker programs often take time out to explore other items of interest to women, just as a woman's magazine strives for balance of features. Therefore the "editorial setting" of TV homemaker programs is quite harmonious — as the classifications of sponsors indicate — with non-food items, drug products, appliances, and so on. As one station rep salesman put it to sponsor: "I find that clients who use any of the women's-appeal magazines to any sizable extent very often get results as good — or better — with a series of TV homemaker shows." Incidentally, costs among TV homemaker shows are quite reasonable. Almost all are aired in daytime slots, 74 SPONSOR