Sponsor (May-Aug 1957)

FILM-SCOPE continued Nationwide Insurance Co. is the first to break the ice in syndicated film, and it's largely a matter of sharp mathematics. Previously, Nationwide had been using newspapers (one ad every three or four weeks) through Ben Sackheim, Inc. For ahout the same money ($750,000) it found it could buy the Mama series weekly for a year in 36 markets. The contract with CBS Film Sales calls for 10 first-run off-the-network shows and 16 brand new episodes. The idea is to get a family show to plug a family policy; maintain a single identification between show and sponsor; and use a type of presentation which is regionally feasible. Newspapers hereafter will be scheduled only in fringe areas. Meantime two of Nationwide's competitors — Allstate and State Farm — already are in tv. Allstate is one of Playhouse 90's sponsors, and State Farm has bought into pro football. Beneath the uniformity of taste in the U.S. lie many layers of regional differences. Nabisco — acceptance of whose products is affected by such regional variations — now is matching its wares with its markets via a kaleidoscope of syndicated films. It has 14 different shows in 18 markets. Here are some samples of the strategy: • I Led Three Lives and Whirlybirds: Considered fine for the Midwest because of their patriotic themes. • Midwestern Hayride: Also good in the Midwest — particularly in areas such as Cincinnati and Columbus where farm meets city. • Code 3: Spotted in Sacramento and Portland because this police series is based on cases from the Los Angeles sheriffs department. • Silent Service: Selected for Seattle because of its Navy -waterfront atmosphere. • Gene Autry: For Phoenix and ranching areas. • Ozark Jubilee: A natural for Springfield, Mo. Three big accounts — Kellogg, 7 Up, and Socony — this Meek were safely in the ABC TV fold after dropping spot syndication. It adds up to around $12 million. But there was counterbalancing cheer for the film fellows: Westinghouse, Lorillard and General Foods are going to supplement their network schedules with spot film. And on the prospect list is P&G (testing syndication for its peanut butter). Meanwhile Royal McBee has signed up the Annie Oakley series to round out its network fare. Sidelight: The fact that syndication users sometimes switch to networks is no fatal accident. Agencies frequently' sell their clients on film as a gambit to stir their interest in tv as a whole. It's good for everybody. FLASHES FROM THE FILM FRONT: ABC Film Syndication landed four accounts in the Latin-American market, amounting to $88,000. Sales were: Code #3 and Sheena to Corona Brewing, via Y&R, in Puerto Rico; Passport to Danger to Viceroy in Venezuela and Fort Motors (JWT) in Guatemala; Three Musketeers to Lee Optical Co., of San Juan . . . United Artists sold its post-1952 feature films in 50 markets on two and threeyear contracts . . . Universal Pictures licensed Screen Gems as exclusive distributor of UP's 600 pre-1948 features. Guarantee is $20 million over seven years . . . NBC soon Mill be announcing its sales setup for Latin-America . . . August Wagner Breweries, Inc., bought ABC's 26 Men for five markets in Ohio and West Virginia . . . TCF-TV Productions will produce How to Marry a Millionaire and Man Without a Gun for NTA Film Network . . . Seymour Reed named executive v.p.. of Official Films. For further film news and comment, see NEWS WRAP-UP, page 58. 54 sponsor • 10 august 1957