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REPORT TO SPONSORS for 18 May 1953
Kent brand makes good
Arthur Murray offers 26 films
Nets invade TV's morning schedules
New store device recites air copy
Booming radio sales at KCBS
Separate agency scale in video?
TV fight ratings on downgrade
More jingles, fewer TV actors
Kent cigarette production reported to have reached over billion-mark. The Lorillard brand reached this point of successful sailing after headachy start, involving modifications of filter tip, tobacco blend. In tobacco manufacturing circles, cigarette is regarded as established when production reaches 1 billion. Kent's agency: Young & Rubicam.
-SRArthur Murray Studios have 26 quarter-hour TV films ready for distribution among franchise holders across country. It's syndication arrangement, with franchisers buying own local time. Films were produced by Arthur Murray and Wally Gould.
-SRTV program battle shaping up in network morning time next fall. CBS has late morning tied up but faces determined bid by NBC, now readying 10:00-12:30 block of shows. One behind-scenes factor is NBC affiliates' complaint that lack of daytime network shows forces them to lay out own money for local entertainment. See "Daytime TV: Where is it headed?" page 27.
-SRSunny Jim Peanut Butter, large West Coast advertiser, is testing new merchandising plan on KLAN, Seattle-Renton indie. Tests involve extensive use in Seattle supermarkets of "KLAN Message Repeater," device placed behind stack displays in stores and used to repeat same commercials in store as Sunny Jim uses on KLAN. Bill Simpson, merchandising specialist, KLAN manager, planned test.
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Sign of times: Arthur Hull Hayes, CBS v. p. and gen. mgr. of KCBS, San Francisco, reports CBS-owned station registered highest billing in station's history preceding 6 weeks. Increase came mostly from national spot business in East, which normally precedes West Coast activity by several months.
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Agencies are much concerned by high costs of servicing TV accounts. In answer to query "Are radio and TV agencies earning their 15%?" some 10 agency execs told SPONSOR at 4A's convention in White Sulphur Springs that so far as TV accounts were concerned 15% didn't pay the freight . Example: Campbell-Ewald' s Henry G. Little said agencies have spent more than they made in TV because they were pioneering. He feels costs are leveling off, but if they go up more, agencies will be justified in asking higher commission or fees.
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Y&R recently did survey for Borden on question of whether fight telecasts had reached point of diminishing returns. Answer was "yes." Comparison of 1952-vs-'53 ratings on Wednesday (Pabst-CBS) and Friday (Gillette-NBC) fights showed evidence of wearying interest. Ratings of competing programs were either holding own or were up.
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Latest aftermath of Screen Actors Guild increased scale for performers on film commercials: Advertisers, according to N.Y. film producers, have turned heavily toward animation with jingle sound-tracks. Device eliminates on-camera actors, who cost more than off.
SPONSOR