Sponsor (Jan-June 1953)

5. TELEVISION BASICS advantages limitations J. Only medium rotitbiiiitif; sight, .sound, motion. 2. Result is greatest impart of any (iff medium. 3. Creates high sponsor-product identification. 4. Only mi'dium for demonstrating products. 5. TV sponsor can integrate message into show. 6. TV messages thus have high helievability. 7. TV slum carries high prestige for advertiser. 8. Advertiser has chance to build loyal audience. 9. Cost-per-1, 000 sets is steadily decreasing. 10. Sponsor has flexibility in choice of markets. SOURCES: Young & Rublcam's "Evaluation and Use of Advertisinz Media," Seehafei & Laemmar's "Successful Radio and Television Advertising," Lucas & Britt's "VI 1. Line-of-sight transmission limits coverage. 2. \«» full uutioiuil coverage at the present time. 3. Cost of program, station tim<» i.v increasing. 4. \lediutn demands total audience attention. 5. rlunu products don't neetl TV's advantages. 0. Too ettsy to misuse and arouse viewer ire. 7. Life of commercial is short compared to cost. 8. l%o color at present, although this may change. 0. TV station clearances often are difficult. JO. Choice evening time periods are limited. mi ing Psychology and Research," Brennen's "Advertising Media," and sponsor's Interviews with media experts during its eight-month all-media evaluation study. 10 tips biggest clients !l|llllllllll!llllillll!IIIHIIIIIIIIIIIIIIIII!!llll!IIIIIIIH How best to use TV to get results 1. Buy television "in any size" for maximum sales effectiveness depending upon your advertising objectives. 2. Consider sales budget with thought of diverting funds into television, the medium that presells the customer. 3. Investigate daytime, with high percentage of housewives controlling purse strings, providing rifle-shot efficiency. 4. Make haste slowly to change program or time franchises, for television investments are too important to "chase rainbows." 5. For special promotions, investigate availabilities of national network television on a single insertion basis at $2,000 per. 6. Make use of "spot" television for introducing a product or service on a market-by-market basis across nation. 7. Profit from national network's prestige and word-of-mouth publicity about programs and personalities who make news. 8. Promote and merchandise program with dealers and retailers — small investment pays rich dividends in sales results. 9. Exploit dealer and retailer eagerness to support television advertising with product displays — window, counter, and floor. JO. With color television "around the corner" — food, fashions, and others should be getting franchises set now for future. SOURCE: Industry experts consulted bj SPONSOR. Network TV leaders Company Millions 1. Procter & Gamble $14.2 2. Colgate-Palmolive-Peet 8.2 3. R. J. Reynolds Tobacco . 7.«» 4. General Foods 7.4 5. Lever Bros. — 6.0 6. American Tobacco 3.9 7. Liggett & Myers 5.0 8. General Motors .».0 9. General Mills 3.9 JO. P. Lorillard 3.8 SOURCE: "National Advertising Investments" 1953 based mi I'll: data Figures for gross time it" not include talent ot production or spot TV 1947 medium's growth STATIONS (31 DEC.) TV HOMES' II JAN.) °o OF TOTAL FAMILIESt (I JAN.) GROSS BILLINGS (millions) NATIONAL 75 76,476 0.04 1948 50 789,900 0.48 1949 98 1,000,000 2.4 $49.2 $79.2 $68.4 1950 107 3,950,000 9.2 145.9 55.0 200.9 1951 108 10,549,500 23.9 296.7 91.7 388.4 1952 729 15,777,000 35.3 442.4 137.7 580.1 1953 21,234,100 46.5 *NB,C Research & Planning Dept t% based on "Sales Management" estimates for families. tMcCannErkkson estimates prepared for "Printers' Ink." TV trends 100 OCT APR OCT APR OCT APR OCT APR OCT JAN '48 '49 '49 50 50 '51 '51 52 -52 'S3 SOURCE: CBS TV Sales Developmenl 195 TV's eosts have not Increased in proportion to giant growth in its circulation. January '53 costs In ratio to 0 obei '48 level are at 1,292. Circulation, In contrast, is at u.TiiV Time sales have grown still taster with l,lj:> their ratio to 1919 standing.