Sponsor (1956)

occasions — our twentieth year in business as a national representative and our biggest business vear since we began. During the past 12 months, national "spot" sales on television have gone ahead at a phenomenal rate. and the rebirth of "spot" on radio are exceeding even the tnosl optimistic estimates. As of this date we see no signs of abatement or lessening of this pace. Advertising generally has become so much a part of our daily economic life that nothing short of a complete collapse could depreciate its importance. It's no longer a question of "Can we afford to advertise?" American business knows it can t afford not to advertise." The advertising use of the "air," both radio and television, provides the most economical means of reaching the greatest number of potential customers in the most effective manner, and as this truth becomes a more and more established fact, then radio and television time periods and time spots will become premium properties, valuable properties to be attained and protected bv long term orders. Our only suggestion is "Get on — stav on" and reap the benefits. Frank E. Pellegrin, v.p. and partner, H-R Television, Inc.: We have just completed a six-week staff study at H-R Television, Inc., bringing us up to date on everything we could learn about the values of daytime television for advertisers. More than ever I am convinced that the outstanding opportunities of this year for astute timebuvers to make the most effective tv advertising buys are in the daytime. We have reams of evidence to show that, thanks to stronger and more varied programing, davtime tune-in has increased, while rates have remained low:; that more choice availabilities can be found; that ample opportunities exist to find diversified or specialized audiences, as desired; that greater frequency and impact can lie bought more economically: that the "level of attention" among davtime viewers is equal to that of evening viewers, and the impact of the message is heightened because of the greater immediacy to point of use and point of purchase. All in all, therefore, while daytime television has long been a good medium for a great many advertisers, this would be my "hot tip" for a great man) more advertisers in the < dining vear. s<<><( f)oii<ifiii<>. /; sales manager. The Katz Agency: There are two excellent buying opportunities available to advertisers who want to reach specialized audiences. For the product bought primaril) by women, daytime I.D. packages can be tremendously effective— both from the standpoint of circulation and cost-per-l.()<)(). 10-15 daytime I.D.'s per week earn very substantial discounts and achieve exceptionally low cost-per-1,000 on most stations. Example: 15 daytime I.D.'s a week in 65 top markets will average only about $20 per I.D.! For the advertiser seeking a male audience, fall sports events will provide choice adjacencies and participations. The budget and buying pattern should be flexible enough so that these schedules may be bought as soon as they become available. Advertisers interested in fall sports adjacencies should notify representatives now. It won't be long before the fall schedules are set. M. JS. KcIIiict, sales manager for radio, The Katz Agency: The increasing growth of srong local programing, which has Seen a primary reason for the sharp increase in national spot radio sales, should continue to be the major stimulus for spot buying in the fall. Realignment of radio rates has also made it possible for an extremely economical approach to needed frequenc) for continuous impact. Advertisers who are now reevaluating the importance of spot radio in general, should investigate the availabilities in nighttime and weekend time periods. The advertiser who wants to reach both a male and female audience and who does not arbitrarily reject nighttime and weekend, will often find better buys than he can frequently purchase in the highly sought-after 7-9:00 a.m. time brackets — and with the same type of audience composition. In many markets, nighttime and weekend spots, which can frequently produce more listeners at rates lower than those in early morning, will be plentifully available. tional advertisers an beginning to recognize the value of the small market. Recent surveys have shown thai timing the dav time radio has a larger audience than tv. National advertisers are beginning In supplement tv in tv markets during the davtime, as they feel they have a larger audience with iadio. Also, there is a 14 billion dollar market that has no tv (overage whatsoever. This must be handled through radio. In my opinion, the use of radio in non-tv markets affords one of the best buying opportunities a\ ailable. John II. Rvbor. director, NBC Spot Sales: Each client's problem is unique, and it's difficult to give advice in generalities. However, the following common denominator observations, from the point of view of the seller, may have some value: The object in intelligent buv ing of radio and television time, is to obtain the finest possible position for your ( ommercial, for the money expended. Normallv . the client who has the best position is the 52-week advertiser. The efforts of local stations to encourage this year-round use of the medium has resulted in a leveling off of what used to be known as the "summer slump. It is still, nevertheless, a fact that there are many more desirable availabilities from which a client may choose in August than in October. Those advertisers who, for their own good and sufficient reasons, cannot take advantage of the 52-week approach to buv ing radio and television, but who do wish to be on the air in the fall, should at the very least stretch every point to start as early in the late summer or fall, as possible. One more observation re fall buying: Don't overlook the many advertising advantages associated with sponsorship of spot programs. During the first quarter of 1950, advertisers allocated 22' ( of their spot tv money to programs — and that percentage will be sure to increase. Most important, though, as a good host, standing at the door, we hope our clients will "come earl) and stay late." .Sidn«»i| J. Wolf, president, Keystone John E. Pearson, president. John E. Broadcasting System: There is every Pearson Co.: In glancing back over indication that radio is making a the 52 weeks since I last was quoted terrific come-back, and the large na here on "best buv ing tips" for radio, JULY 1956 289