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SPONSOR-SCOPE <<m„„ual
Bristol-Myers1 Trushaj Is putting all it-< mone) into Ml( Radio. Note this angle: The budget ordinarily would have gone to magazines.
CBS Radio this week also got an order from BBDO: I "t vrthui Godfrej in behalf ■ i General Electrical Colorama lamps. Btarting in [anuary.
Two significant changes in regional network relation! loom in MBS1 future: 1 1 Tom O'Neill i mulling the sale of the Don 1 ee Network^ with Mutual ■■ buyer.
2) Mutual i? probing the coat factoi in running .i special loop around Denver and Salt Lake City bo that it can service ilif Intermountain t-* r < » 1 1 1 » directly. Ii would also give George Hatch, owner of the MBS affiliates in those cities, a chance to get into ■ more flexible operation.
There";* a movement afoot among agencies to get the network to help pa] for the joint service of Leading National Advert i»»i« and ll\I{ thai will report the official network hillings after 1 January.
PIB, which is owned In the Magazine Publishers Association, i* dropping it network monthly reports.
Meantime the price of the new LNA-BAR service will be somewhat higher than I'IB's. (BAR monitors the products on the air.)
There are two sides to the coin in counting up the number of domes reached b> the biggest spenders in network radio.
Listed in 26 October SPONSOR-SCOPE were the 10 advertisers with the largest accumulation of duplicated homes during the four-week period ending 7 September, accord ing to the September NRI.
Here's the other facet: The advertisers with the most unduplicated homes:
\HVERTISER
NET
NO. & TYPE COMMERCI \I
INTHPUCATED HOMES
Brown & Williamson
NBC
43 min.; 40/30 sec.
.",629,000
Lever Bros.
NBC
100/6 seconds
7,466,000
Bristol-Myers
NBC
22 min.: 21/30's
6,627,000
Cal. Packing
NBC
22min.:21/30's
_'2.(K30
General Mills
NBC
20 min.: 20/3f/s
i. 194.000
Time, Inc.
NBC
21 min.; 22/30's
"U 13.000
Equitablp
NBC
100/6 seconds
1,869,000
Lever Bros.
CBS
20min.:20/30's
1,869,000
Colgate
CBS
20min.:20/30's
1,856,000
Ford
CBS
35 min.
I.TOT.IXXI
When you see the price §8,600 for Scotland Yard in tin next SPONSOR Comparagraph. don't do a double take:
That astonishingly low figure for a nighttime half-hour network film actually i what General Foods will be hilled by Y&R.
The reason: The series originally was made tor theatrical release and has plaved throughout Europe. The tv sale is just so much velvet for the producers
Don't look for any real panic among advertisers with low-rating network t\ shows or hurried replacements for duds.
SPONSOR-SCOPE this week checked among agencies with show? that aren't farin_ well in the earlv ratings. Here's what thev say probably will happen :
• Thev will take their time in forming judgments on whether the ratings are due to 1) competition too strong to contend with. 2i weakness in the show that can be rectified, or 3) a hopeless flop.
• Wait until March before replacing a cancelled -how. (The guess on Madison Avenue is that the casualty list at that time will include at lea*t six newcomers to the networks.^
SPONSOR • 2 NOVEMBER 1957 11