Sponsor (May-Aug 1957)
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3. ALPHABETICAL PROGRAM INDEX
Sponsored Nighttime Network Programs 6-11 p.m.
PROGRAM
■U
I Dnighl : M> I
MBture Thealri \ I
,.i ;: ;i >
,t Allen Show: V-L
nr Hour: V-L ii lift '> i onuT : Sp-I. be Clock: Q-L Moment : hi I
edit: Sc-F
d Journey: A-F Bowie: A-F
ken Arrow: A-F ameers: A-F : n« & Allen: Sc-F ;. tirade of Sports: Sp-L lyenne: A-F
Boy: A-F lux: Dr-L .Iffict: Dr-F
ph Gotten Show: Dr-F
ntn Music Juliilee: Si I
\>K Theatre: Dr-F
les Farrell: Sc-F er Knows Best: Sc-F [ival of Stars: Dr-F Theatre: Dr-F Theatre: Dr-F frey's Scouts: V-L
1 Graham: Au-I ■moke: A-F ,-Low: Q-L
iicock Presents: My-F nHood: A-F
I Jot a Secret: Q-L |! Jones: Mu-L I ft Tv Theatre: Dr-L iClub Playhouse: Dr-F
ft, Fran & Ollie: J-L t'29 start) ■ us LaRosa: Y-L
be: A-L L of Riley : Sc-F
la Ranger: A-F I \ ideo Theatre: Dr-L ^ querade Party: Q-L
$12,500 9.750
63.000
23.000 3.000
18.000 9,500
37.500
8.000 32.000
31.000 24,000 33.000 35,000 90.000 34,000 55.000 90.000 38.000
18.000
Is: Dr-F
31.000
Cummings Show
: Sc
-F
36.000
Damonr Show : V
L
25.000 (VS hrl
: With the Angels
Si
■F
38.000
ny Dean : Mu-L
20,000
iny: Ad F
13.000
eyland: M-F
75.000
•net: My-F
35.000
ny Durante: C-L
18,000
It Earp: A-F
30.000
5 Edwards News:
N-L&F
9.500+t
11.000
1 1 ,000 38.000 1 1 .000 36.000 45.000 28.000
38.000
SPONSORS AND AGENCIES Amir Tobacco SSC&B alt wki opin
Amcr Tobjcco. BBDO. alt Warm r Lambert. SSC&B
S C Johnson, Nccdham. Louis & Brorby Pharmacralt JWT Gr. y hound Crty
Haul Bishop Spcctor
State Farm Ins. NLB
Hazel Bishop. Spector. alt wk open
Amor Tobacco. SSC&B 'last 8 30i ;
Ralston Purina. Gardner Nestle, B. Houston; Tom. Tatham
Laird, C. E. Frank Ralston Purina, CBB
Amer Chicle, Bates; Chescbrough
Ponds. Mc-E Miles. Wade; Asso Products, Crey Sylvania, JWT
Carnation. Wascy; Coodrich. BBDO Cillettc. Maxon Cen Elect, Y&R, BBDO & Grey Reynolds Alum. Clinton E. Frank, Chrysler, Mc-E Chesebrough-Ponds. JWT & Mc-E
Campbell Soup, BBDO 'last 8 30';
Lever Bros, BBDO; alt wks open Amcr Chicle. Bates; Williamson
Dickic. Evans 'alt wks 10-10:30';
co-op 10:30-11 Chevrolet. Camp-Ewald R J. Reynolds. Esty
Kellogg. Burnett: alt Oldsmobile. D P. Brother; ' 2 hr open
Plymouth, Crant
H Bishop. Spcctor
Cen Foods. B&B; Ford. JWT
Amer. Motors. BFSD & Ceyer; Amer.
Dairy. Camp-Mithun: Derby, McE L&M. Mc-E: Schick, W&L P. Lor.ll.ird L&N Gen Mills, DFS; P&C. Compton Whitehall. Bates; Brown & Wmson.
Bates', Hazel Bishop, Spector
Quaker Oats. Necdham, Louis & Brorby; Armour. FC&B Whitehall, Bates; Lever, )WT Scott Paper, JWT
Purex. E H Weiss: Spcidel, NC&K Ford, JWT Cen Elect, BBDO Lipton. Y&R; Toni. North B. Graham Evangelistic Asso.
L&M. DFS; Sperry Rand (1 wk in 4),
Y&R
12,000
Ford, JWT
34,000
Bristol-Myers, Y&R
28.000
Johnson & Johnson, Y&R: Wildroot BBDO
24.000
R J. Reynolds. Esty
35.000
L&M. DFS
34.000
Kraft, JWT
9.500
Mogcn David. Weiss
Gordon Baking, Ayer; & co-op
108.000 Cold Seal. North: S&H Stamps. SSCB
1 last 8 31 1 : Noxzema, SSCB: Sunbeam. Perrin-Paus; RCA & Whirlpool. K&E; Kimberly Clark. FCB
34.000 Campbell Soup. BBDO
32,000 Lever Bros. BBDO
24.000 Gen Mills, DFS; Swift
43.000 Lever Bros, JWT
22.000 Asso Products. Crey:
Max Factor 18 8 only McConnell
Mc-E
'last 8 28); Anderson
PROGRAM
COST
NSORS AND AGES'
Meel McGra* : MyA-1
33 000
P&G Binlon & !
Mi el thi Pn II.
7.500
Op. n
Millionaire: 1 * r 1
32.000
Colgate, h
\| r. tdima S 1 re i Sc-F
41 000
Colgate. L&N; R. J Reynolds
Esty
• \iilnii Mini i. Part) \ 1
• •
Bristol Myers Y&R
\l \ 1 . i x ■ » i ite Husband S 1
10500
Am. r Tobacco BBDO
Name thai 1 nne i (.i I
23.000
Kellogg. Burnett; Whitehall. Bates
Viw 1 Og : Dr-F
32.000
Amcr Tobacco. SSCB, U S Rubber.
F D Richards
NBC Newe: N L
9.500U
Am. ncan Cm Compton l.i'.t
Mil** Wad. i days 1 a
It day
open
i >//ir 8 Mar i iel : Sc-F
36,000
EastnUS Kodak. JWT
Panic: Dr-F
36.000
L&M. Mc-E; Max Factor, DDB
Pantomime Quiz i Q 1
8.000
Am. r Oil J Katz : Hamm Mithun T.rn. Life Y&R
Camp
IVi.pl.' \n Funii) : M-F
24 000
R J Reynolds, Esty; Tom, Nor
th
People's Choice: Sc-F
34 000
Borden, Y&R; P&C. Y&R
Playhouse 90: Dr-L&F
117,000
Amcr Gas, L&N; Bristol-Myers Philip Morris Burn, tt
BBDO:
Press 1 "ill. nil' . ; I I
8.500
Corn Prod C L Miller
(lasl 7 l">'
Shov 1 "i \ Summei
10.500
Amir Tobacco, BBDO
1 vening : Dr-F
ill wks'
l'ii\ate Secretary: Sc-F
36.000
Lever, OB&M; Shcaffer, Seeds
Richard Diamond i MyA-]
13,500
Cen Foods B&B
l!in Tin Tin: A-F
32,000
Nabisco. K&E
< .. .'i ge Sanders M j <tery
15.000
Pabst, Burnett
Tli. ,ili' : My-]
Si 1 lit/ Playhouse: Dr-F
36,000
Schlitz. JWT
Show Foi \ Summei 1 vening:
10.500
Amcr Tobacco. BBDO
l>, l
'alt wks'
Phil Silvers Show: Sc-F
41,000
P&G Burnett; R. J. Reynold
. Esty
Sgt. Preston: A-F
32.000
Quaker Oats. WBT
$64,000 Challenge: Q-L
32.000
P. Lorillard, Y&R; Revlon. BBDO
164,000 Question: Q-L
32,000
Revlon. BBDO
Spotlight Playhouse: A-F
9.500
Pet Milk, Cardner: alt S C |c FCB
hnson ;
S.R.O. Playhouse: Dr-F
11.500
Whitehall, Bates; Helcnc Curtis
. Lud
Gale Storm Show: Sc-F
39,500
gin Nestle. B. Houston; Helcnc E H Weiss
Curtis.
Studio One Summer Theatre:
55.000
Westinghouse. Mc-E
Dr-L
Ed Sullivan Show: V-L
69.000
Lincoln-Mercury, K&E
Summer Playhouse: Dr-F
10.500 alt wks)
Armstrong Cork, BBDO
Sunday News Special: N-L
9,500
Whitehall, Bates; alt Carter ucts, Bates
Prod
Telephone Time: Dr-F
31.000
Bell, Ayer
Theatre Time : Dr-F
12.000
Armour, FCB; Kimberly-Clark
FCB
This Is Your Life: D-L
52.000
P&C, B&B
Those Whiting Girls: Sc-F
11.000
Cen Foods. Y&R; alt Max Facto derson-McConncll
r. An
To Tell The Truth: Q-L
22.000
Pharmaceuticals. Kletter
•TV Playhouse: Dr-L
52.000
Alcoa, Y&R; Coodyear, Fuller. & Ross
Smith
20th Century Fox: Dr-F
1 1 0.000
Revlon, C. J. LaRoche
Twenty-One: Q-L
30.000
Pharmaceuticals, Kletter
Undercurrent: Dr-F
11.500
P&C. Y&R: Brown & Wmson,
Bates
U.S. Steel Hour: Dr-L
58.000
U.S. Steel. BBDO
Mike Wallace: I-L
15.000
Philip Morris. Ayer
The Web: My-F
17,000
P&C. B&B
Wednesday Fights: Sp-L
45,000
Mennen, Mc-E; Miles, Wade
Lawrence Welk: Mu-L
14.500
Dedge, Crant
Welk Top Tunes: Y-L
16,500
Dodge & Plymouth, Crant
West Point: Dr-F
40.000
Cen Foods. B&B
What's My Line: Q-L
28.000
Helene Curtis. Ludgin; Sperry Y&R
-Rand.
Jonathan Winters: C-L
12.500
Lewis-Howe DFS
Wire Service: Dr-F
77.000
R. J. Reynolds. Wm £<•
r open
Yon Are There: Dr-F
37.000
Prudential. Reach. McClinton
You Asked For It: M-F
14.000
Skippy Peanut Butter. GBB
Yon Ret Your Life: Q-F
51.750
DcSoto. BBDO: Toni. North
Hr show. (L> Live, (F) Film, ftCost is per segment List does not include •Milling, participating or co-op programs — see chart. Costs refer to average ehow ■ including talent and production. They are sross (include lb^c agency comWin). They do not include commercials or time charges. This list covers period
Audience Partieipn -umentar;
Interview. ,T ■ Juvenile, H N>ws. (Q)
Quiz. iS) Serial. (Sc) Situation Com I 3p) Sport V) Variety. "Talent and | ! \ v
Listing continues on page 52