Sponsor (1956)

2 heads are better than \ Especially when they're watching your commercials and in the Portland, Oregon Market KOIN-TV delivers over TWICE the audience of any other station! TOP RATINGS • 550o Share-of-Audience in Metropolitan Portland. • 84"0 More Audience than Station B. • 151% More Audience than Station C. • 86% Preference at 45-Mile Radius. Sources: June 1956 Portland ARB 1956 Salem ARB MORE PROOF KOIN-TV IS YOUR BEST BUY IN THE OREGON MARKET KOIN-TVV Channel 6 Portland, Oregon Represented Nationally by CBS Television Spot Sales which account for almost 80' , of spol t\ buying, are huge categories embracing a tremendous!) large number of industries, and j >< >t television and television as a whole is far from dominated h\ an\ advertise! or "roup «)f advertisers. {). Assuming that station allocation is sohctl. do you joresee n sulislantial growth in the number of television stations during the next five years/ A. We are unable to answer thai "iff} question. It depends on (maernment decisions, the availability of capita] and anv answer that we could give would border on metaphysics. (^. Do you foresee any important changes in buying and selling patterns on television? A. No. {). Is the magazine concept likely to increase in importance on netnorl, television? A. What do \'>ii mean li\ the magazine concept? i). I mean buying of participations rather than a complete show. A. I don"t like that word participation particularly, but if you mean, by the magazine concept, an advertiser spreading liis investment among main programs, and the networks, on the other hand, spreading the sponsorship of a program among many advertisers — yes. Because there is a strengthening trend in that direction, whereby an advertiser with his television budget will spread his investment among a variety of programs just as the network will spread its revenue for a particular program among a variety of advertisers. The radio concept of exclusive ownership of a program is less important in television. Television is so strong that an advertiser can enjo) high identification when he has far less than complete ownership or dominance of a given program. As a matter of fact, even within programs owned completely by one advertiser, such as the Kraft Theatre, you have in effect, from the standpoint of the advertiser, the magazine concept because to use your own word, participation, various products of that company participate in the program. In the Kraft Theatre, there are different types of cheese products which in ESPECIALLY when they're listening to your commercials and in the Portland, Oregon Market KOI NRadio delivers 7 MORE audience than any other station SOLID LEADERSHIP ■Cr Morning, Afternoon, Night. -v? 46 of the 48 top weekday quarter hours. -v? All 10 top daytime shows. • March-April 1956 Pulse. Inc. Portland Metropolitan Area KOIN Radio Portland, Oregon Represented Nationally by CBS Radio Spol Salt! SPONSOR • 17 SEPTEMBER 1956 111