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Most iignifieant tv and radio
news of the week with interpretation
in depth for /n/<> readers
26 OCTOBER
C»»»Tltht 1*57 •^ONSOR PUBLICATION* INO
SPONSOR-SCOPE
it's alwaya been axiomatic that foods, cigarettes, and drugs in thai ordei consumed the mosl night time on the networks, lint not now.
Network i\"~ biggest nighttime Bales this fall are to toiletry manufacturers bj .1 wide margin. Automotive lias jumped to No. 2. Food arc NO. .'!.
SPONSOR-SCOPE'S breakdown of tin five leading categories in nighttime network t\ 1 in terms of sponsored half-hours) -how-:
■ Mi com
Mil
1 BS
Mil
rOTAl
Toiletries
(»
')
9%
24M
Automotive
8y2
I1
5
1<*{
Foods
(,i._,
7y2
3
17
Cigarettes
2
(,i.
6
14%
Drugs
i1-.
3
4
,-,.,
To i' II tin truth: NBC IN is using a modified version of the lie-detector
(psycho-galvanometer) to test audience reaction to new tv film--.
The network thinks it will get closer to how participants feel l»\ putting an electro-sensitive sponge in their hands than by the old method "t marking a profile or pushing buttons.
(The profile created by the lie-detector eventually will be compared to the ratings and shares of audience — that is, if the show <_rets on the air. »
Now that New 1 ork is a one-team baseball town, major Burger) on Ballantine
Beer's contract with the Yankees is in the offing. Principal point to be considered:
Whether to televise more road games and black out some of the home contests.
The Yankees apparently favor such a revision in their radio-t\ procedure.
I Co-sponsor R. J. Reynolds is not involved in the pending discussions; it li
its share of the broadcasts from Ballantine.)
Reps this week said that stations are getting itch) foi an answer to this question : What's the national tv spot outlook for next year?
Inquiry among agencies hasn't brought forth much helpiul information.
The reasons cited: ill Clients have yet to pass on new-year plans: i2i the\ don't know how much support products will need — and in what markets until the network competitive picture is crystallized; (3) it's too early to tell whether the economic climate will be favorable to the introduction of products now in the laboratory si
The new season's first advertiser looking for an alternate-week reliever for his network show is American Chicle.
The program is Jim Bowie 1 ABC TV 1 ami the reason has nothing to do with ratings or share of audience.
Some of the company's products are competitive and the was out. American Chicle figures, would be to have two minutes of commercial one week and a minor mention the next.
SPONSOR
26 OCTOBER 19.5,