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SPONSOR-SCOPE continued
Another recognition of radio's resurgence: 115 BBDO account executives will have an opportunity to get the lowdown on what's happened to the medium at a luncheon being spread at the agency this Wednesday (25).
This type of hosting is without precedent in the business.
Network people invited to tell how radio can now be bought and used: John Karol and Frank Nesbitt, CBS; Joe Culligan, NBC; Bob Eastman, ABC; Paul Roberts and Hank Poster, MBS.
BBDO's radio-tv director Herminio Traviesas will preside. Bill Hoffman, the
agency's radio coordinator, arranged the event.
Like radio, network daytime tv is on a bandwagon.
\nd like radio, it isn't the statistics alone that brought success. Set tune-in per average minute this year has gone up about 23%; but NBC TV this fall will have double the daytime billings it had last year.
The zip behind the rush comes from these additional factors:
• Rising nighttime tv costs.
• A tendency among the bigger advertisers to pull some of their dollars out of nighttime to reduce the risk created bv stiffer audience competition among the three networks during prime hours.
• An inviting cost-per-1000-homes per-commercial-minute in da\time tv. with NBC TV averaging around $1.65 and CBS TV 81.85.
Where has NBC TV's new daytime prosperity been coming from? Here's a list of the sponsors the network has signed up the past six months:
ADVERTISER EXPENDITURE
Procter & Gamble $6,000,000
Lever Bros. 3,000,000
Chesebrough-Ponds 2,200,000
Sterling Drug 1,800,000
Minnesota Mining 1,500,000
S.O.S. 1,500,000
General Foods 1,400,000
Mentholatum 1,000,000
Dwight & Church 600,000
Drackett 500,000
Dixie Cup 450,000
Lanolin Plus 450,000
Pharmaco 450,000
Lehn & Fink 450,000
Welch Grape Juice 400,000
Park & Tilford 300,000
Gossard 150,000
Star-Kist 150,000
TOTAL $22,400,000
INorelco electric shaver has arranged for this mixed package as a six-week preChristmas promotion:
• $64,000 Question: 2 weeks major sponsorship and four weeks minor mention.
• Walter Winchell Files: 4 weeks major sponsorship and six weeks minor mention.
For other news coverage in this issue, see Newsmaker of the Week, page 7: Film-scope, page 53: Spot Buys, page 58; News and Idea Wrap-Up. page 64; Washington Week, page 87; sponsor Hears, page 90; and Tv and Radio Newsmakers, page 96.
12 SPONSOR • 21 SEPTEMBER 1957