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SPONSOR-SCOPE continued
What does a tv network do when it reaches the end of the fall selling season and finds itself with some open half-hours — plus a flock of bids for several-shot participations?
Naturally, it is tempted to match supply and demand.
The definitive answer will come early in August. But meantime several agencies are putting out feelers.
One indicates it has three several-shot clients in the wings, and even promises it would bow out politely whenever a longer-term customer comes along.
The chances of your tv show getting by the second year are improving, according to Nielsen's latest observations on network program mortality. Nielsen makes this contrast :
• Until two years ago, about half the newcomers took a brody the first year and more than two-thirds were dead by the third year.
• In the past two years, though, the second-year mortality rate has been going down sharply — from 61% to 47%.
Contrast Kraft's plans for its NBC Wednesday night Theatre with the average tv network client's tendency to cut costs in summer (usually with film re-runs).
Kraft this week advised JWT: Use the current budget level for the show — $50,000 gross — throughout the summer.
Note: In the May Trendex report, the Kraft Theatre topped all other hour dramatic shows, including Climax!
More women view tv than men and children, but what are their program preferences by age?
A Park Avenue agency's research department this week came up with the following table of average female viewers by age groups per 100 homes:
TYPE
16-34 YEARS
35-49 YEARS
50 AND
Situation Comedy
42
36
22
Mystery-Crime
31
26
21
Quiz-Panel
24
35
41
Westerns
37
33
20
Comedy-Variety
28
27
30
Dance Music
19
24
33
Hour Drama
23
25
28
Indications are that United Artists, after much dickering, will throw the highpowered segment of its post-1950 feature into syndication.
UA's top echelon (basically bankers) looks to net a minimum of $250,000 per film. The roster includes High Noon. Barefoot Contessa. African Queen, Moulin Rouge. Red River, Summer Time.
Why hasn't the banking business in the east by and large kept step with the retail service revolution in using the modern techniques of advertising?
An agency's marketing director summed up his answer to SPONSOR-SCOPE thus: "The eastern banks, with New York as their Mecca, are still living in the traditions of J. P. Morgan the Elder.
"In practically all other sections of the country, the banking people realize that they are in the service business and you find them merchandising themselves with consistent radio and tv campaigns."
P.S.: The Manufacturers Trust Co., ranked among New York's very largest, is switching its advertising from McCann-Erickson to Y&R.
10 sponsor • 8 JUNE 1957