Sponsor (July-Dec 1954)

It ' .1 wise advertise] who knows lnprodut i w< II. and advertises it well, with a s\ n<li< ated i\ film show. Ii\ John It. (ron Motional Salen Manager, \l(( It Film Divuion With t li <• in i eased use of syndicated film li\ all kind i>l local advertisers, the comparative \ al in uf local li\«" programing and syndicated film has become a mattei oi livelj discussion. \\ hile some sponsors believe that the) can best merchandise theii wares with live, locall) originated shows, more and advertisers are turning to the syndicated film a* a streamlined, economical selling vehicle. There are several g I reasons f«>i this development. In the firsl place, the price structure "I i syndicated film is based on the numbei ol television homes in a given ATTENTION! ADVERTISERS . . . AGENCIES . . . TV & AM STATION OWNERS Station I.' u and A.c count Executive with multi million dollar \i \\ Vnrk advert agency is now available. He h i \|.. t ience in T\ and Radio, gained from both net "inks and agencies. With him .hi intimate know ledge oi nations ide markets, based on -.nun.1 market and broadcast research. H< also has a thorough und ling ut industry and I'1 I practices, and an unusually wide ■I acquaintanceship in the ng industry. It goes t Baying that he has excellent If you wish to see this man, just write . . . JAMES A. MAHONEY i rn m .W"\ SOR 40 East 49th St, New York 17, N.Y. market. \n advertise] with limited fund in a -mall market can Bponsoi a half-houi program which ma) have cosl upwards ol 125,000 to produce — for perhaps under $100. The advern-i't is automaticall) identifying his producl with first-rate showmanship, and can compete for audiences on the the same program level with the biggest national advertiser. Hi gets network qualit) production, in other word-, at local-level prices. Secondly, the advertiser i virtually guaranteed a large and loyal audience when he sponsors a good syndicated film. American Research Bureau figures reveal that good syndicated film programs are powerful weapons with which local advertisers on non-network stations can successfullj overcome what previousl) had been overwhelming network competition. \ graphic demonstration is provided by a hefore-and-after stud) of time-period ratings on three station-: \\ FIL-TV. Philadelphia; V70R-TV, New York, and KTTV. Los \ngelc-. On KTTV, for instance, which is in a seven-station market, the before-fihn programing lineun saw each of its four shows in the 7:00 to 9:00 p.m. Saturda) night period in fifth, sixth, second and filih positions, respectively. These local shows were replaced in recent mouth with four NBC Film Division properties -Life of Riley, Badge 714. ('.apt u red and Inner Sanctum. The ratings of these film shows have boosted these time periods into first, second and third positions, respectively. Perhaps the most dramatic evidence of a syndicated films effectiveness I comes from \\ FIL-TV, which faces strong competition from the NBC and CBS affiliates. \\ FIL-TV. at the beginning of this year, threw a hatch of syndicated film properties into the ring. In one month, the hour-long Hopalong Cassidj -how has boosted the Monda) through Fridav 5:00-6:00 p.m. rating Erom 3.7 to 11.1: Dangerous issignment hiked the Monda) 7:00-7:30 period from 4.3 to 12.2: Victory ni Sea tai-ed the Tuesda) 7:007:30 -lot from k9 to 20.3; Dangerous Issignment hiked Wednesday's 10:00* 10:30 period from 1.2 to 7.6; the halfhour Hopalong Cassidj -eric practical!) doubled Thursday's 7:00-7:30 rating of L6; and Captured boosted Friday's 7:00-7:30 p.m. '5.0 rating In O.O. \\ hile the size ol the audience i one nl the most effective criteria of t Ik Buccess of an advertiser's television effort (i.e. the higher the rating and the largei the share of audience, the lower the cost-per1,000 advertising impressions), there are plenty of success stories which translate these high ratings into added revenue and increased sale-. George (.lav in. of the West-Pacifit Agency, Inc., in Seattle, make the following report: "\\ e-t-l'ai ifn \gencv. Inc.. has lived the Life of Riley since the purchase of NBC's top -how. Riley can sell merchandise. After .V '•> years with KING-TV, I entered the agency business. During those five and a half vear-. I saw the screening of several hundred shows. Riley looked like a natural to me. I sold it to a local jeweler, who w as willing to pav the top price of a top -how. The results were fabulous, and started almost immediately. We sold everything from golf clubs In t\ -et-. \t the end of the 20th week (with the first showing of Riley in the market, it reached the top 15 shows rating-wise i . the summer season was here and the jewelr) business dropped to around 2' < of total volume. It was decided not to buy the eight reruns. "The success -Inrv made it eas) I" sell to a local grocerv chain with 30 stores. The first program sold all their stores out of 'Lad] Elberta' canned peaches, special l»\ the case only. Over 2.00(1 cases were sold. From there the results have been overwhelming. Just to highlight a few these -ales all take place in a two-da) buying period, on Fridav and Saturday. The tv -how runs on lhursdav night. One year's normal supplv of Dint] Moore' heel" -lew (500 cases). 10', additional turkev sales at Thanksgn bag. 7' 2 tons of salmon. 50,000 lb-, ol pork loins. 12,000 lbs. of hamburger. 10.000 lbs. of liver. l.ooo do/, i an of frozen strawberries. I.ooo doz. pkgs. of frozen peas. "" \t the end of four months. Unchain increased. In the month of Januai\ it was 309i over a year ago, and the largest month the) had ever had. "lu'ley now rates No. 1 in the market. The word has spread and sup pliers are standing in line. The advertiser coins into television 104 SPONSOR