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\io$t significant tv ami toiIw
news of the week with interpretation
in depth j<>r busy readers
SPONSOR-SCOPE
8 June \,,w that spot planning is high <>n everybody's agenda, tin* station rep* have an
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sponsor publication* mo. e' "I1"'"*' problem: It s gelling to be Murder ami harder to net up agency appointment* for visiting station people.
Here's the hint that reps arc getting from timehuwrs:
"We'd love to meet your man. but there aren't enough hours in the working day to rheu the fat unleas ue have something in mind at just th.it moment for a particular market."
This is hov several rep told SPONSOR-SCOPE stations could pet a bigger travel l>ene
tit : 'Instead of coming to New York, the manager might spend his time working on brokers ami distributor! of national products. There he can help his rep plenty — and even the agency for a nationally distributed product."
In the Conflicting opinions about spot's "over-commercialization." you could begin to see a slight current in spot's favor this week.
True, the accusers were still going Strong. A plans board meeting at one of Madison \\e.'s biggest shops heard:
"It looks as though radio is choking itself to death. Stations are offering huge weekh packages without making sure that the schedules will hold them.
"Even though a saturation campaign is best for our plan, our timebuying department should first examine a station's log before placing an order."
But on another important front, spot found a defender. Recently Esty checked a mass of station logs for R. J. Reynolds to determine how big the commercial logjam is. This week SPONSOR-SCOPE was informed that the survey shows :
1) Relatively few stations are derelict in spotting Reynolds-tabooed products close enough to the tobacco company's announcements to cause trouble.
2) Most "offending" stations were unaware of the "abuses"; in fact, some of the stations' top managements thanked the agency for calling the situation to their attention.
Implied John Peace, Esty v. p. -media director: The agency was gratified by the overwhelming sense of responsibility it found.
Note the restraints against over-commercialization that KSFO. San Francisco, is setting up:
• No more than eight minutes of commercial copy in any half-hour period,
including copy on the breaks and in sponsored news periods.
• No double spotting of minutes, or back-to-backing of a minute and a 30-second announcement. Even two 30-second announcements must be separated.
• Anvthing less than 30 seconds will be counted as a 30-second announcement.
According to PIB. NBC TV's gross time sales for April came out about even with the prior April. NBC TVs $15,154^338 represents a margin of 0.1% compared to an upturn of 8% for ABC TV, and 9.77c for CBS TV.
ABC TV grossed $6,667,427 and CBS TV S19.385.098.
The gain for the first four months: ABC TV. 2.7%; CBS TV. 11.1%; NBC TV. 6.1%.
SPONSOR • 8 JUNE 1957