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Most rignificanl to and radio
newt <>j the week with interpretation
in depth for bu.w reader i
SPONSOR-SCOPE
30 MARCH
Ca*yrlfkl IM7 SPONSOR PUBLICATIONS INC.
I lii was tin week of tin In turnaround.
Oiilx a few days ago miu could licnr mutterings ovei i\ spot, t\ daytime, l"u-s programs— in fact, everything including the uncertain state of the stock market, the weathei and the Suez Canal. This week changed all that:
Spot looked much brighter. The summer began to appear cheery, tad fall promises to he Immense.
I\\<. in edging up again to its original love: daytime.
Whatever the cutbacks on nighttime network tv. the money will hIiow up in daytime appropriations — with even more to he added. (One reason for the nighttime slash is a planned reduction in the number of messages for Drene.)
Here's why more daytime selling is needed: campaigns for Duncan Mines product and a line of paper goods.
High in such plans is a half-hour across the hoard on NBC TV and a stepping up of regional and local spot.
With spot tv bursting out of the doldrums last week, main of the reps were in a whirl submitting availabilities and confirming orders.
Several substantial renewals helped pile up the business.
Highpoint of all this activity was P&G's expansion of its Zest beauty bar campaign to country-wide proportions.
Commented the head timebuyer of an agenc\ involved in this sudden rush: "There's a new uncertaintv about the availability situation in some of the major markets, and we're rushing to get our stuff set before things tighten up again."
(For further details on this business flow see Spot Buys, page 54.)
Have radio rates really jumped alarmingly in the past year?
The answer is: Yes, they have gone up — but it's a pretty mild hike compared t>p some of the pole-vaulting elsewhere in the media field. That's what Camphell-Ewald found out in estimating the budget for a forthcoming GMAC spot campaign.
Figures based on 220 stations show that an identical campaign this year would cosl 4M>% to 5% more than a year ago.
Contracts, now being processed, call for 20 spots per weekend for 17 weeks starling 24 May.
American Broadcasting -Paramount Theatre's income for the ABC division in 1956 was 898,759,000, an increase of 817,642.000 over 1955.
Income for all of AB-PT for '56 was $206,916,000. with net earnings of $8,477,000. In 1955 net earnings were $8,373,000.
Over-all time opportunities on the tv networks are the best in years, and you can expect a rush of buying orders to hit in mid-April.
Options will have expired by then, and indications are that a lot of spots will be finned up. regardless of whether or not the programs are set.
The pattern appears to be: Get your position settled, and then look in even direct i.i, before vou decide on the show.
SPONSOR • 30 MARCH 1957