We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
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