Sponsor (July-Dec 1955)

birth ui the spectaculars, is a pure product of the new "magazine" school. In the tv race heavily nov\ is a washtnachine firm, Whirlpool, with onetliii.l of the costlj Berle and Raye Bhov 8. R| \. with its co-sponsorship of Producer's Showcase and the Berle and Raye shows (also sponsored by Minbeam) has cast its lot with the i. vish in programing. A newly emergent tv colossus is General Electric, whose 20th CenturyFox Hour and G. E. Theater investments add up to a better than $5 million program budget for the coming year. Soap approach: The older client groups continue to rely on the standard program fare for the most part. The cigarette and food companies are almost exclusively tied up with halfhour series, as is P&G. Colgate-Palmolive and Lever rely on weekly hour shows. Only Monsanto Chemical Co. departs from soap tradition and enters network tv this fall through ABC TV's Warner Brothers Presents, a "big"type show, along with Ligget & Myers, lone cigarette firm in this type of programing. Though the soaps, cigarettes, and foods stick to the older patterns, in practice there are many similarities to the newer participation approach. Lever's Lux Video Theater and The Colgate Variety Hour showcase many brands each. In effect the two soap outfits are running their own participation operations. P&G's six half-hour vehicles are also multi-product carriers for the most part, as are those of American To Shous listed are those to be aired regularly during the fall season. So.-ie are already on the air, some have not yet begun. All costs are gross, on a weekly basis unless otherwise indicated and cover only talent and production. In the ease of multi-day shows, costs are given under the first day the show appears. SUNDAY ABC You Asked For It Sklppy Peanut Btr. Div.. lies! Food* Guild. Bascom ft BonOgll Hy-L&F SD.4P0 Famous Film Festival* 7:30-9 Series of 20 British motion pictures Fam«"s Fi| Festival* 7:30-S (cont'd) 7 pin 7:15 7:30 7:45 8 8:15 8:30 8:45 9 9:15 9:3© 9:45 10 10:15 10:30 10:45 11 •Rffen lo n»".» ihowt. al •how* and changes laic CBS Lassie Campbell Soup alt wk BBDO Kellog Burnett Hy-F $30,000 Jack Benny alt. with Private Sec'y Anier. Tobacco NY-F BBDO $55,000 The Ed Sullivan Show Lincoln-Mercury Dealers NV-I, K£E $60,000 NBC It's a Great Life* ChryslerPlymouth Dealers McCannHy-F Erickson $39,500 Frontier' (3 weeks in 4) Reynolds Metals NY-F Seeds $39,800 Sunday Hr. (3 weeks in 4) Colg.-Palmolive HY-L&F Esty $80,000 Spectaculars IN COLOR 7:30-9 (1 week in 4) Sunbeam, Perrin-Paus Maybelline Best Lewis Howe, D S-F Goodyear, Y&R : US Rubber. Richards; Buidi, Kudner; Std. Brands, Bates NY L Chance of a Lifetime* Emcson Drug L & N Lenlheric, CS.W NY-L $IC.5nO Ted Mark's Armteur Hour* Serutan Co K fetter NY-L $14,000 Break the Bank Dodge NY L Oant $73,000 No riprograming GE Theatre General Electric NY-LAB" BBDO $50,000 Alfred Hitchcock Presents* Bristol-Myers Hy-F Y&R Tv Playhouse Goodyear. Y&B Alcoa. F&S&R (alt. sponsors) NY-L $57,000 S45.000 Opening Night P. Lorlllard Y&R $25,000 What's My Line* Remington-Rand Y&R Jules Montenier Earlo Ludgin NY L $28,000 Loretta Young Show Procter & Gamble NY-F B*R $40,000 Place the Face II. Bishop Spector NY L ABC Kukla. Fran & (Mile co-op Ch-L MONDAY CBS John Daly, News Miles Labs NY-L Wade $19,500 Topper* (tentative) Tv Reader's Digest Studebaker Packard NY-L R&R $24,000 Voice of Firestone Firestone Tire NY-L Sweeney (slmul) & James $21,000 Dotty Mack Show ("inn co-op Medical Horizons* Ciba Pharm. 1 W Thompson NYL&F $10,000 Doug Edwards News* Whitehall NY-L BB&T $8,500 Robin Hood* Johnson &. Johnson. Y&R Wildroot. BBDO $34,500 Burns & Allen Carnation. Erwin Wasey General Mills Knox Reeves Hy-F 32,500 Talent Scouts Toni W&G Ted Bates Lipton, Y&R NY L $28,000 Simul General Foods Y&n Hy-F $50,000 December Bride General Foods NY-L B&B $28,000 NBC No network programing Tony Martin Assoc. Prods., Grey; Webster-Chicago •I. W. Shaw Hy-L 7:30-45 $15.000 News Caravan R. J. Reynolds NY-L Esty •A hr $5,000 Caesar's Hour (8-9: 3 wks In 4) Amer. Chicle. D-FS Remington Rand Spcidel. sscr NY -L $112,900 Producer's Showcase (Spectaculars) IN COLOR 8-9:30 (1 week in 4) Ford; RCA NY -L K&E $260,000 Medic 9-9:30 (3 weeks in 4) Dow Chemical Hy-L MacManus John & Adams $38,200 Robert Montgomery Presents 9:30-10:30 S. C Johnson. NL&B Schick. K&E NY-L $47,100 TUESDAY """""""""""""■■■""■i *"■"""■ udio One Robert Mont Westinghouse gomery Presents McCann 9:30-10:30 NY-L Erickson (cont'd) $38,000 No network programing No network programing ABC Kukla, Fran & Ollle co-op Ch-L John Daly News Tide Water Oil NY-L Buchanan Warner Brothers Presents* (7:30-8:30) Liggett & Myers, Cungham&Watsh GE. Maxon. Y&R Monsanto, NL&B. Gardner Hy-F $65,000 Warner Brothers Presents* 7:30-850 (cont'd) Wyatt Earp* Parker Pen, TathamLaird General Mills NY-F D-F-S $26,500 ■Make Room for Daddy Amer. Tobacco, SSCB Dodge. Grant \ Y 1' $40,000 DuPont Cavalcade Theatre* DuPent NY-F BBDO $35,000 Talent Varieties Snringd'l co-op NY-L No network programing CBS Doug Edwards News* Amer. Tobacco NY-L SSCB Name That TuneWhitehall Div., Amer. Home Prods. NY-L B-B-T $15,000 Navy Log* Sheaffer Pen. Russel Seeds Maytag McCann-Erickson NY-F 535.000 You'll Never Get Rich* (Phil Silvers*) R. J. Reynolds; Esty Amana Refrlg. Maury, Lee & Marshall NY-F $38,000 Joe and Mabel" Pharmaceuticals K!e *er Carter. SSCB NY-F $36,000 Red Skelton Pet Milk. Gardner; S. C. Johnson Hy-L NL&B $41,000 The $64. GOO Question* Revlon Prods. Norman. Craig & Kummel NY-L $25,000 My Favorite Husband* Frigldaire Div.. Gen Motors Hy-L Kutn" $37,500 INBC No network programing D.nah Shore Cnevrolet Dlrs CamnbellHy-L Ewald $30,000 News Cars', an B. J. Reynolds NT I. Esty Milton Berle $146,700 (13 Martha Riye (13 shows) 8-9 Sunbeam Perrfl RCA : Whivlnoo, Hy-L K.t-F $146,700 Bob Hope (6-8 shows) Dinah Shore (2 shows! Chevrolet Camnbell NY-L Ewald Jane Wyman'i Flresi !e Theatre Procter & Gamble NY-F C'mnton $35,000 Armstrong Circle Theatre: lit. with Pontlae Hour* 9:30-10:30 Armstrong Ceric; RpnO Pontile MacM, 1*A NY-L Armstrong Circle Theatre: alt. with Pontile Hour* 9:30-10:30 (cont'd) Big Town* Lever Bros. SSCB. McC-E. OBM A C. Spark Plug NY-F 3rother $32,500 which change time slots or network. Including new in ",i:>". nieon Whore shows have multiple sponsors. agencies are listed in same order as clients Originations: NY m'ltw New York. Hy means Hollywood. Ch means Chlcsgo. L meins live. F means film. All times VST