Sponsor (May-Aug 1957)

SPOT RADIOS' BIGGEST YEAR EVER // all boils down to this—better bay early if you're hoping for good availabilities this fall, ami "early is right now! Hoth buyers and sellers see a bustling season ahead with an expansion of station and market lists anil a hi'j, spilling-OVer from "prime-time" into hoth daytime ami nighttime hours as clients compete for space on the air Outlook Q. Will clients invest more or less in spot radio this year than they did in 1956? A. More. Timebuyers polled b) SPONSOR arc \irtuall\ unanimous in this opinion. In answer to tin question: "Taken together, will your accounts buj more or less spot radio this fall than last?" almost ever) responding timebuyer answered, "More." Less than 595 will bu) less. In their estimates of how much more the) would buy, the median increase was 2(>'.. The lowest increase was 5%, the highest, 2(H)',. The majorit) expect to bu) ID to 50' < more spot this fall than last. Ihi hear out predictions o| a number ol station repiesentathes. With SK \s reported spot radio dollar volume up K>..V 1 for the first quarter this year over the same period in 1956, some ieps and station managers anticipate the total increase tor the year will he well above !<•'<. Total last \car. according to SRA, was $149.9 million, almost 25* , gain over 1955. \l-o in the wind for this fall, as reps set it: il' expansion of market lists beyond metropolitan area that now get the hulk of national spot dollar-: i2> schedules in all market likel) to he longer and more full\ saturated. Q. Does the business outlook mean a shortage of availabilities this fall? A. Demand F01 more radio lime l>\ more clients will ( ertainl) result in availabilit) problems t"i those clients who wait too long to plan campaigns and are ovei -fuss) on slotting. Vboul 2.V 1 of the timebuyers who answered sponsor's questionnaire, offered this as their most important lip to clients planning a spot radio campaign this lall 01 w inter : "Bu) earl) . Sellers "I time are sounding the same toe-in. From inquiries the) are now getting, the) can foresee the rush on the box office when the gates open. Q. Is it generally agreed that franchises will assume new importance? A. ^ es. Although spot radio w ill continue to be a flexible medium, with in-and-out advantages t" the client, a trend to longer-term buys i in the making. Hie purpose of these longei contrail i not onl) consistency, but a mean oi protecting choice slottings. Q. If "buy early" is the watchword for radio this fall, when is early r A. Right now. \nd that is none too earl\ ! For more than a month already, client have been moving in with 211week buys to run through to the end of .the year. While the) would not normally begin schedules in July, the) have di-i ided that the < "-1 "I .1 few extra week ill .nl\ am '■ of fall i well worth the flam fuses the) h ill hold against < ompetition w hen the seasonal rush begins. There also 1 anothei t\ pe of protection the) are looking for: insurani e against 1 ate hike-. Q. Will station rates be raised? A. \ general, industry-wide rah hike i in, I expected ill SDOl r.ldi". i-pr ciall) in the fa< e of hea\ j net* oik ra dio competition foi advertising business. But a number of timebuyers had this tip l"i 1 lients on theii -n>\-i>(; questionnaires: "Allow sufficient dollars for rat< ini reas< W hat 1 an I" expet ted this fall rate adjustments hoth up and down. Stations that an doing exceptional jobs, piling up ratings, will undoubtedI) raise rates but with n<> far' In -..in. < ases, stiffei premiums « ill ^>> on traffic houi rates 1 owd ■t announcements. \. tuall) . radio rat' h n <■ been low foi a l"ii lieu-, and haw I i\.n jumped alarming!) during the year. Campbell-Ewald, in preparing the r in rent • General Motors \<< epl 1 i 01 p. ' »M VI ited that to duplicate !a-i vat campaign would cost V •_■ t" ">' ■ mon \ 1 stud) b) Station R< 1 esei I il ciation for Kudnei Vgenc) showed the average boost in daytime spot ra dio rate in market of over Iimi.immi population was 10^5 for the .illy 1957 111