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TV Comparagraph in this issue
SPONSOR'S TV Comparagraph of Network Programs re-debuts with this issue (see p. 99), as a companion piece to the Radio Comparagraph with which it will alternate every other issue. Each shows talent costs of programs. Some TV examples: NBC's "Ding Dong School," $985 per half hour; Du Mont's "Captain Video," $2,500; ABC's "Rootie Kazootie," $3,500; CBS' "Sports Spot," with Mel Allen, $1,250. Top luxury show: NBC's "Your Show of Shows," $70,000 for 90 minutes.
NBC helps pay Colgate TV tab
Details of new ABC-UPT shows
More media facts start on p. 39
Nets making pilots for '54
Hollywood pilots worth $2 million
Colgate and NBC have their heads together over how much network will contribute to "Comedy Hour's" cost for 1953-54 season. Colgate now paying $55,000 for packaged hour. NBC reputedly contributed $780,000 in show costs for Sunday night period in 1952 with small portion going for "Big Payoff" substitute last summer.
-SRHere's what ABC-UPT is offering and asking for its Ray Bolger and Danny Thomas TV programs: 33 original Bolger showings on film at $48,875 gross each, 6 reruns at $16,000, summer replacement at $17,000. On 52-week basis cost of time and talent for Bolger and replacement thus totals $5,127,000. $48,800 is being asked for Danny Thomas show. Other costs are similar to Bolger' s.
-SR
Media-are-growing-up department: SPONSOR'S third article on media evaluation, "Media Basics II," starts p. 39, contains 9 pages of dope on why business papers, outdoor, and transit, as well as TV, are a good buy. Last issue, newspapers, direct mail, radio, and magazines were given similar treatment. Now comes "Editor & Publisher" quoting Leo Burnett's v. p. in charge of media, Art Porter, that newspapers are 4 to 8 times as expensive as TV in reaching women with commercial message. Effective next issue, both magazines will hereafter be known as "Editor and Sponsor."
-SR
Even though their night and Sunday matinee schedules are practically sold out, CBS and NBC are more deeply immersed than ever in making pilots. Explanation networks advance for all this bustle: Show casualty rate is so great in TV advertisers will be looking for replacements in fall 1954. Advertising men's comment on that viewpoint: Pattern of TV program between now and fall 1954 may change so radically, programs built in mid-1953 may become old hat. Aggravating the gamble is possible introduction of color TV in early 1955, as predicted by David Sarnoff.
-SR
Agencymen estimate TV program pilot films now accumulated in vaults on West Coast must have cost at least $2,000,000. Prediction admen make: Only a miniscule of these pilots, or their intended progeny, will ever see network sponsorship or even syndication.
SPONSOR, Volume :, N,> 10,
lation Offices 310 Madison Ave.
18 May 1953. Published biweekly by SPONSOR Publications, Inc., al 3110 Elm Ave., Baltimore. Mil Executive, Editorial, Advertising, Clrcu: New York 22 $8 a year in U. S. $9 elsewhere. Entered as second class matter 29 January 1919 at Baltimore. Md. postofilce under Act 3 March 1879