Sponsor (July-Dec 1953)

"I r ~i r BORax UnST"' • J L J Ronson seeks niahttinte slots adjacent to top-rated shows The Ronson \rt Metal Works, makers of cigarette lighters and allied products, is an ex-t\ network advertiser now well ensconced in spot. Ronson has been slowlj building up valuable t\ announcement branchises over the past five \ear and has now reached a schedule of 7 I stations in (>."> markets. Its last network show, Star of the Family, with Mar\ Heal) and Peter Land Hayes, ran out in June. 1952. \\ itli tv becoming more expensive and Rontons over-all budget dropping because of the dip in the jewelry market after the Korean boom. Ronson and it agency. Grey Advertising, decided to expand il spot t\ schedule. The firm runs mostl) 20-second announcements from once to three times a week per station. During graduation and Christmas seasons, Ronson runs special commercials with a gift theme but it doe nol expand its t\ announcement schedule. However, last Ma\ ami June the firm ran some extra radio announcements in morning time in the top 15 market of the I ,S. Gre\ "s Ronson timebuyer look for nighttime lv slots adjacent to toprated show-. Since the agenc) knows that purchasers of lighters are tqualb divided between men and women, it wants the audience composition lor adjacent -how to be so divided. It ha corraled announcement -lots adjacent to such programs as / l.oic Lucy, the Buick-Berle Show, ) our Show of Shows, Dragnet and Toast of the Town. The agencj seeks -lot between -bow whose average rating is 20 or more. \t present itspots average about 25. * •*■ * liorax shoir on alternate weeks aets aootl elearanees \ a -pot t\ ad\ ertiser, Pa* ifi< i-t Borax i in an em table position with it filmed Death I all<-\ Dii\ s. | here is probabrj no -how on the air that i a > Loselj identified with its sponsor. The dei ision last ye u to plai <■ the alternate-week program in -pot rather than network i not regretted a the agenc) . Mi I ann-Erickson, look back op I ."> months ol experience. I ime clearani es foi the nighttime show have not proved to be an\ more difficult than a network lineup would have been, the agency feels, and. in some i a---. , learan • have been eas The show started out last tall in I!! market and i now on 7 '.. It latest N ielsen ral ing is 28. 1 I even during the summer, when the firm kept the -how on tin--.-. quarter of it station lineup. the lowe-t rating was 1.5 Since Death I alley Dm j i the hrm' major advertising effort, fairlv complete coverage is sought \t first even overlapping stations were bought. The client i more selective now a new t\ markets appear all over the map. but it iestimated bj the agenc) that well ,,\.-r 90'-' of the i\ ho., , are co^ ered. The < lene \utr\ IT ing *' \" Stud which produce the films has -hot it first color version of the -how. The shooting also mark the tir-t ""< omplete" t\ film made in IV Imicolor. It will !'•• shown sometime in February, though onlj black ami white release print will be used. Pacific Coast Borax has already I made commercials in color and shown them in black and white. • * • Ixool now convert inu oil eomuierv'ials to It'lff llJl blown S W illiamsoi I ip., one of the In i\ iesl iuv ra of spot . ii advei tisil . . is now in the of converting it ts schedule Kool, it top seller, to all 1 0-sei ond announcements. ■ \ k eroj is also hea\ il\ Bpot-sold. I he Kool -. hedule had been fairrj evenl) dh ided I etwo announcements and 10-second l.h I he • lient and it agerx j . I ed I'ai' s, felt that the cum them. "Bn ik the 'hot' • habit was adaptable to th< shorter length announcement The decision also enabled the firm to it iv mone) around mi blown S Williamson's mentholated is \ia spot over near!) 160 stations in 1 I 5 market I ■ run 52 weeks a year and the frequer* from -i\ to 20 announi nifiii per we irket In a few <.f the top market there i< vei • saturation. Bati buys no da) time t\ for Kool, whi< h i interested ting audi" ii. ■ tween men and women. Like main other spot l\ k....| goes after time fran< ! and often bin s time • ew t\ outlet i on the air. K CBS TV stal 10:00-10:30 p.m.). In spot radio \ roy, I'-rown & Willi kim: size filter tip, is heavy t\ spot uw stations in 1 18 mark'-' with d anno men y rang times per week per market. * * * 28 DECEMBER 1953 41