Sponsor (Jan-June 1953)

Co/" (above) as anchor for its program lineup. The program broke with tradi\by being only network kid show before 5:00 p.m., has three sponsors. NBC w talking about another "sleeper" for morning, may also use new soap o\ ras Other nets silent on plans: Ihi VLonis "Paul Dixon Show" {.above) is sole sponsored daytime program during week. ABC's daytime ^iles are confined to w.ek-end, fall plans not yet formed is still in daytime TV with the show. Minute Maid will pull out of Kate Smith next month hut the money will go into daytime TV spot, flexibility being the current need of this advertiser. P&G has been complaining about daytime rates on one hand and planning to increase daytime programing on the other. Lever canceled its Hawkins Falls purchase but some of the money will go to extend the radio and TV network for Art Linkletter's House Party, another daytime show ( and another example of CBS picking up money lost by NBC I . The Lever cancellation was sparked by its unwillingness to pay Class B rates ( Hawkins Falls is telecast in the 5:00-5:15 p.m. slot), especially when it turns out that it is selling soap (Surf) to the moppets. 5. Daytime network TV costs are expected to rise slowly, if at all. The cost increases that do come will be tied in with growing audiences. Daytime TV does not have die same talent cost problem as nighttime, and, while the Arthur Godfrey, Garry Moore, and Kate Smith shows are not exacth low cost, thev are sold in segments and the price has been attractive to many advertis status report ! ers. The networks are try ing to preserve reasonable production tabs during the day. While daytime TV costs-per1.000 are lower than nighttime, there are still complaints about the '"high cost of television." This is particularly true of the big spenders who are trying to spread their daytime money over as many programs as possible, or adver tisers seeking representation on both day and night TV. 6. There is an increasing feeling that daytime TV commercials should be different than nighttime TV selling. It goes without sa;, ing that daytime TV selling is aimed primarily at the housewife while nighttime TV is aimed primarily at the family. Eut many advertisers and agencies have long felt that daytime viewing is not generally as attentive, that the housewife tries to combine housework with viewing an ' often walks around the house while the set is tuned in. There has been no research on this problem but copywriters are more conscious of the argument that emphasis should be on the audio portion, rather than the video portion of da; time TV commercials. 7. Daytime comve i'ion among the networks has keen almost nil so far as (Please turn to page 80) iill!llil!!tllll![|||lilll!ll!lll!!!lllllllll]|l!llliil!tlllliilillll!llllll[l SPONSORED HOURS ON NETWORK TV BEFORE 6 P.M. ■•' ABC CBS DTN NBC Total September 1951 . 6.25 14 3.50 8 31.75 H ■iii,iiii!::n!.::ii;jiii;:iiii::iii!::;iii: i;ii:jiii:;!i:ii:!iiii:^iiii!:iii!: : i;: :iii:::iiii ^lli! :iii: ii,:iiii i ii: !in,' ;,i; September 1952 . 3.50 16.75 1 12.25 33.50 H iiiiiiiiiiiiiiiiiiiiiniiiiiniiiiiiiiiiiiiiiiiiiiiiiiiii^ | April 1953 4 22.75 1.25 11 39 SOURCE: CBS TV Saks Development Illlllllllllllllllllllllllllilllllllllllllllll 18 MAY 1953 \ iewers-per-100 hmnes during tZsig. night MARKET New York (7 stations) Cincinnati (3 stations) New Orleans (1 station) VIEWERS 10-11 A.M. 4-5 P.M. men 9 women 82 teen __ 5 k'ds 57 Total 153* men women teen . k-ds . Total ... 14 76 TO 65 165 men .... 15 women __ 101 . 13 kids 33 Total .162 20 . 74 13 62 169 . 21 80 23 75 199 18 65 12 74 169 8-9 P.M. . 77 101 . 22 30 230 79 100 24 38 241 94 97 24 20 235 •TOTALS divided by 100 elve viewers pel set. SOURCE: Pulse i Dati SJ r>~3 29