Sponsor (1956)

KTBS-TV LEADS according to latest NIELSEN' MONTHLY COVERAGE Homes Reached, ljb7OuU A Bonus of 6,740 over Station B "TELEVISION HOMES in KTBS-TV Area 157,980 A Bonus of 1 3,1 20 over Station B N.C S No. 2, Spring 1956 KTBS CHANNEL < X m ) SHREVEPORT LOUISIANA E. NEWTON WRAY, President & Gen. Mgr NBC and ABC Represented by Edward Petry & Co., Inc. -,i National and regional spot buys in work now or recently completed UYS TV BUYS TREND OF THE WEEK: Tv, despite it price tag when contrasted with some les expensive media. <]rli\ri tin uoods — to consumei.iikI In sufficient quantity to convince an advertiser he can use it advantageousl) for high turnover, low profit-margin items like Maggi, or in introductor) drives such as for Dove. See item below for details. Continental Oil Co., Houston, for it Conoco products, will sponsor the half-hour syndicated film, The Whirlybirds, in a minimum of 37 national markets. (CBS TV Film is syndicator.) Benton & Bowles is now lining up prime nighttime availabilities in confabs with station representatives. Vdventure series, concerning two men who run helicopter service, will take the air on a staggered schedule starting in late January and continuing throughout tin year. Conoco now Inns several syndicated film properties, including Ziv's Science Fiction Theatre and Highway Patrol. New show iaimed at all-iamih audience. \gencv : Benton \ Bowles. New York. Biner : Dick Trea. The Nestle Co., White Plains, Y "l .. i test marketing it new protein drink. Maggi's beef and chicken concentrate, which is mixed with hot water as a pick-up. Dancer-Fitzgerald-Sample, New ^oik. has one-minute live participations and films slotted in -i\ cities, primarily during daytime hours. I\ i the onlj medium currentl) being tested. Schedules are expected to remain on the air in these Northern major market areas until warm weather season. More markets ma\ he added later. Final plans have not been made. Buyer: Bill Santoni. Pepsodent Div. of Lever Bros., New York, -till introducing it new premium-priced Dove beautj soap, moves into I.") new markets after (he first of the year l" bring the total to 15. Pattern: minutes ami 20's in da) and nighttime period to reach women, at the rate ..I two to loin stations per market and from -i\ to L5 announcements weekl) in a year-round campaign. More markets will he added later, probabl) on a month-by-month basis. New cold cream soap, uiih detergenl rather than fal base, is also being tesl marketed in Canada, where both radio and l\ are being used. Vgency: Ogilvy, Benson & Mather, New York. Buyer: Vnn Janowicz. Buying is incomplete. RADIO BUYS TREND OF THE WEEK: Spol is more active than it ha been in manj weeks, and there are lot id reasons for this. Manx advertisers are finding end-of-the-yeai money, others are lining up top time periods for an earl) ~>7 broadcast start Some, of course, are i Please turn to page <>'•'< > SI'ONSOli I.) DECEMBER L956