Sponsor (Jan-June 1953)

■PMM Sttt €idvertisers have heads in sand ahont tacts an radla? \ 10-page stud) released h\ KIIJRadio, Los Angeles, based on Pulse figures, indicates that there are approximately 1,516,078 radio families KHJ-Radio says some sponsors, agencies have heads in sand on radio listening statistics and 1,080,000 TV families in the metropolitan area of that cit) . Among other conclusions in the study are: (1) Radio reaches into the home to about the same extent day and night. (2) Radio is by no means confined to non-TV homes, for even at night. TV homes account for most of the radio listening. (3) Only during the peak night hours does TV have any marked superiority in coverage. A comparison of costs of KHJ-Radio vs. TV rates for 30-second station breaks showed TV rates are from 3.5 to 8.7 times ;is expensive as KHJRadio. Nearest competitor is KHJTV whose rates are 3.5 times as high as its radio brother. Station admits that two quarter hours of Groucho Marx on TV are toppers, but claims that the radio station delivers more homes per dollar than any Los Angeles TV station at any other time of day or night. * * * Researcher says kids remler air advertisers rich service . WHO LISTENS TO RADIO TODAY uh&— ! H 9 % M ' )( ) \V . :»•:; '^ '•»'•-...-. ?->. According to Lester Rand, president of the Youth Research Institute. "Youngsters eagerly repeat television and radio commercials which strike their fancy. Even five year olds sing beer commercials over and oyer again with gusto." Rand maintains that the kids ought to be on advertisers' payrolls because of the way they pick up and repeat < ommercials. "A catchy soap jingle usually sweeps through the knee pants set." He adds, "Popular songs frequently are shoved aside in favor of ditties praising the merits of detergents and toothpastes." Accordingly, a commercial played once at night on the family television set will, if the kiddies like it, get lots of repeats during the day from young, ardent voices. And there's no charge for this saturation coverage. "It is safe to say that in homes throughout the nation, millions of youngsters under 16 and some adults are singing the merits of cigarettes, cereals, beers, scouring powders and others with the same vigor displayed by the most enthusiastic announcers. They are also much more difficult to shut off," Rand says. Findings are based on six months study of the effects of commercials on young people under 16 conducted by Youth Research Institute. * * * Irirona TV Million makes early bid for goodwill Operating on the theory that the best way to enjoy public approval of a new television station is to cultivate goodwill in advance, KIVA-TV in Yuma. Arizona, set up conferences with Chambers of Commerce in its coverage area three months before on-theair date for the new station. The station's team consisted of I'aik Dunford, principal owner; Walter Stiles, station manager; and a rep of Harwood Advertising, the station's public relations counsel. The three men warned appliance dealers against using various types of unfair or high pressure schemes that have sprung up in the advertising and selling of TV sets in other TV markets. KIVA-TV personnel cautioned dealers against over-stocking: urged them to organize trade associations for their own protection. The importance of keeping high standards of set sales, and particularly of good installation and servicing, was stressed as a mutually advantageous way of heading off complaint calls to both dealer and station. Station will use bilingual programing to reach the residents of Imperial Valley in California, the Yuma and Gila Valleys in Arizona, and the Mexicale District in Mexico. * * * Lever media men yet pitch from spot ratlio clinicians Biltmore Hotel in New York was scene of meeting between reps of Lever Bros, and Station Representatives Association. The five Lever reps showed much interest in nighttime radio, will probably increase its use in the future. Most recent Lever buy was Mutual's Multi-Message Plan, which gives firm two messages per night. Monday through Friday, in the 8:00-8:30 p.m. Lever executives get data on nighttime radio period. Scheduled for the time slot are four crime-mystery shows and a quiz program. Shown in the picture (standing) are: David O'Mara, Lever; Taylor Eldon, The Branham Co.; William Wilson, John E. Pearson Co.; Joseph Daly. Lever; Fred Neuberth, Avery-Knodel. Inc.; Joseph Doyle, Lever; Alton Copeland, Lever; and Reginald Rollinson, Director of Advertising Relations, SRA. Seated are Stanley Pulver. Director of Broadcast Media, Lever, and T. F. Flanagan, Managing Director of SRA. * * * 56 SPONSOR