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SPONSOR-SCOPE continued
The NAKTB unveiled its plan for a county-by-county audit of tv station cir
culation al a regional meeting in Schenectad) thi> week.
The basics of the plan (which was field tested in Paterson, \. J. and llif.'li Point, Y C. i are these:
• Measurement will be via telephone interviews.
• Am home that views a station 15 minutes or more in any day will be considered a unit <d' dail) circulation.
• Am home that views a station 15 minutes or more continuously a week will be deemed a unit of weekly circulation.
The audit service will be supplied to station on an annual basis, with the cost per station ranging between $1,100 and $25,000 (for an average of $4,500 per station). The plan will he presented to at least eight regional meetings.
Slenderella, which is reaching out into the products field, will he spending over $4 million the next year — about 85% of it in air media.
The spot timetable will go something like this in terms of products and starting
dates:
The salons: Immediately, five t\ spots a week on \(> station in 11 markets.
Slenderella Bread: Presently testing in Detroit, but gradually will go national — mostl\ t\ spot, starting in October.
Slenderella Cook Book. Bras, and Girdles: Radio exclusively, starting in December.
Slenderella Non-Fattening Jelly: Spot l\. beginning in Januar\.
The compan) meantime wants some network fare. too. The problem here, though, is waste coverage. It needs onl\ 37 markets.
Tv football has become a highly saleable ami merchandisable commodity because it's a good attraction for the entire family.
That's one of the big reasons wh\ NBC TV has loaded itself with at least 18 football broadcasts this season.
For an insight into the audience composition of football, note this ARB breakdown for five representative games last year:
CAME MEN
Bia Ten 52
TCI vs. Arkansas 55
Iowa \-. Minnesota 55
Mich. State vs. Minnesota 53
\rm\ vs. Nav) 53
\YFR \r,E 54
Stanley Pulver this week took up at Colgate where he had left off several months ago at Lever Bros: media supervision.
His post is in the toiletries division. Print as well as the broadcast media side are in his bailiwick.
NBC TV thinks that the past week's meeting with its affiliates advisory committee will bring rewarding results in one respect:
It will get better cooperation in clearing time for its Today and Tonight shows.
The network >a\s that it has quite a number of prospects I including Schlitz and Pabst l in line for Tonight sponsorship, providing enough stations can be brought into the line-up.
The excuse affiliates have offered is previous feature film commitments.
Billings for Todaj have been running $1.5 million behind the previous \ear"s take of $7.5 million.
10 SPONSOR • 21 SEPTEMBER 1957
WOMEN
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20
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16
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16
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