Sponsor (1956)

radio years was to re-group our forces to tr\ again. "Certainh radio clearly offered plent> nf incentive. The paj dirt was there. You jusl had to sink another well." That's wh) Campbell has sunk ~>1 different radii) and t\ "wells" in the past quarter-centurj . There's constant analysis <>f program returns and reappraisal <>f t lit' time period, facilities, talent and program format. That's wh) 1956, for example, is broadcast media milestone year. This year the bulk ol Campbell's broadcast dollars ha> been shifted to the 1\ side of the ledger, and the television effort is balanced between daytime and nighttime. The L956 lineup: 1. Garr) \1 e, 10-10:1.") a.m. portion on Mondays, CHS TV, effective 4 June: 2. House Party with Art Linkletter, 2-2:1") p.m. segment on Mondays, CBS I \ . effective 1 June; 3. Lassie, dramatic series which continues for the third season in the 7 to 7:30 p. in. time slot on Sundays via CBS l\ : 1. On Trial, a new filmed anthology series starring Joseph (lotion which mi NBC l\ Fridays from 9 to 0:30 p.m. starting Sept. 14. i ampbell, in making its advertising presentation to executives attending the in"-l recent annual marketing meeting, di cumented its case lor television with main a factual footnote. \\ iih this fall's schedule, Campbell will "have more slows on e\erv week and much hea\ ier circulation than we've ever had before," according to Budd. Some of the farts and figures he used lo hark up the network television recommendation ol his department and the Campbell advertising agencies: " l'\ is growing increasingly important. I he number of families reached is up sharply. There is substantial e\ idence of the important selling power of the right t\ commercials; Revlon's experience is a classic example. "W ith the increase in our own business, it has heroine possible to purchase, and to hold, valuable time periods. I>\ pooling our product advertisii g funds, we can also make longrange plans and commitments for the purchase of better programs. None of our products alone could afford these." ^ et. he adds. "Each of our products InEyansYille Thh Growth Story_Is_More^hjn_ATaU_Tale._ WEHT TV CLIMBS FROM 11.000 TO WATTS! lack's bean stalk was a stunted century plant compared to this story of growth. April 14th permanent affiliation contracts were siened with CBS. On August 15th WEHT-TV— Channel 50 in the Evansville Market area boosted its power from 11,000 to 200.400 Watts. . . . Involving an expenditure of $200,000 in RCA transmission equipment. AN ESTIMATFD 75 000 NEW HOMES WILL 8E INCLUDED IN THE NEW COVERAGE AREA! WEHT-TV is your FOLLOWTHRU STATION IN THE EVANSVILLE MARKET. Only WEHT TV offers (1) Guaranteed On the-Air promotion, i2l Newspaper adver tising, 13) Newspaper Pub licity, 14) Letters to retail trade, <5> Daily news letters to hotels and hospitals, • 6) Lobby displays, i7) Monthly house organ, <8l Window Burners. Posters and '9i Billboards. Represented by YOUNG TELEVISION in itself would represent a big business. 5. /// this mass medium, there is no substitute for circulation. Campbell lias always sought — and gotten mass circulation with its radio and t\ slmw -. This year, it expects to reach a peak i in ulation with its four tv programs. The sou)) company estimates both Gari\ Moore and \rt Linkletter will continue to gel .'ill', of the total tv tunein during their telecasts. Moore will be sponsored on 73 stations, Linklettei on 98. Lassie this past season has con>i-tentl) been watched by some 31 million viewers weekly in 88 markets. When the show was first sponsored by Campbell in 1954, Lassie attracted a rating of 15.7. In L955, this jumped to an average of 20.2. This year it peaked at 32. and next vear "a 35 rating i our aim!" Campbell predicts that On Trial, which will be carried bj 100 NBC TV stations, will reach an equall) imposing number of families. 6. Programs can possess a stature beyond then popularity, which tangibly benefits the corporate name of their sponsor. Campbell first learned thi> lesson in circulation when it sponsored Dick Lowell iii Hollywood Hotel. It took the air for Campbell in October 1934, remaining for four years. "From lhi>." sa\s Budd. "we learned that for our kind ol products there is no substitute lor circulation. We got positive sales results from Hollywood Hotel. "This was also the first radio show which gave Campbell thi> additional 'stature.' W iih this -how. we dis "If it's really true you shot an eagle, how come KRIZ Phoenix didn't mention it?" |nj SPONSi i; 20 \i Gi st L956