Sponsor (1956)

TREYZ LOOKS AT TV [Continued jron] page 33) television is, of course, a natural sequence to the immense programing improvements that have occurred. In television, as in all advertising media, the advertiser's dollar follows the audience. \ik| the audience is alread) there, in the wake ol the new improved programing. Q. Do you believe that television home saturation will go much above 81 •' i in the next lire years'.-' A. Certainly. On a national basis, television penetration is now about 75' of all homes. It's already well above 80% in such states as Connecticut. Delaware. Illinois. Indiana. Marxland. Massachusetts, Michigan. New .|ci-e\. New ^ ork. Ohio. Pennsylvania and Rhode Island. As a matter of I act. tv's penetration in Ohio is 87' i . according to the new ARF tv ownership data as of Winter, 195C. We are already above 80% penetration in the Northeast, at about that level in the North Central, and well above 80% in metropolitan areas. WGN-TV Number 2 Station in Chicago!! Yes, on WGN-TV you have network size audiences — and you buy them at the lowest published rates in Chicago television. The latest Nielsen for July shows WGN-TV a strong second! Share of Audience* July, 1956 6:00 A.M. — Midnight Sunday thru Saturday Network Station B WGNTV Network Station C Network Station D 29.4% 25.4 25.2 20.8 Top audiences at low cost — with no network preemption problems. Now is the time to select prime periods for fall. National advertisers already set with new programs on WGN-TV include Hamm's Beer, Kelloggs, Mars Candy, 7-Up and Miller's Beer. (Several others have renewed) *NSI Area — Adjusted WGN-TV Chicago Q Chicago Office — 441 N. Michigan Ave., Chicago 1 1 Eastern Advertising Solicitation Office — 220 E. 42nd St., New York, 17 West Coast Only — Edward Petry & Company, Inc. Q. II hut is your guess as to television saturation in 1961? A. Certain!) higher than 80%. Q. Do you expect much of a grout h in multi-set television homes within tlie next five years.-' A. Yes, I think that development will be almost as important as the switch to color. We just read, for example, that Pulse has determined that in the New Vnk market, something like 2U' < of the television homes have two or more television sets in the household. Q. One industry estimate predicts cumulative color retail set sales totalling about 19.5 million, in 1961. Assuming an estimated color set saturation of 33%, what effect will this have on the type of advertisers who buy television? A. It will bring to television those who put such a high value on color that heretofore they have concentrated on four-color in magazines: people in the rug business, the apparel trades, draperies, fashions — a whole host of product lines where the emphasis is on color, and furthermore, color coming into television is bound to increase food hillings, because as we all know, color is a tremendous factor in appetite appeal. Q. What's the outlook in general for attracting department store and other retail advertising to television? A. 1 am turning that question over to Howard Abrahams, our director of retail sales, who has worked, for main years, with most of the nations leading retailers. Abrahams: Among retailers generally, department stores were the slowest to adjust themselves to two of the greatest changes in the retail revolution which we have been experiencing. First, they lagged behind other operators, particularly the chains, in moving branches to the <;ro\\in» suburbs and their lush, young famil) market. Second. lhe\ were slow to put quickselling self-selection displays into their stores. Today, this is all changed because the) have seen the tremendous strides which the king-sized chains riding tln-e trend lia\e made in their sales volume. Similarly, in their sales promotion, department stores have been slow to move from their tradition-bound media into telex ision. Todav. they are see 1(18 Sl'ONSOH 17 SEPTEMBER 1956