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"Egghead sessions" to mull over key advertising problems and future trends are indicative "t McCann-Erickson's constant probing. Home office group above, led 1>> (ieorge Ifaight. regular!) ili-< u-~e tv's role in marketing. Left to right are Albert Sherer. director, Marketing Communications Workshop; William Dekker, director of media department: Mary Harris, programing supervisor; .lame Harvey, creative group head: Haiglit: James (Willis. account service supervisor: Neil Tardio, secretary to group (called Project #9); Robert ( oen, research director for media: Lansing Lindquist, associate director of tv-radio program serviic-. \mong the subjects discu--ed arc the number of stations in 10 years, the future role of the networks and the role of the advertising agencies in program packaging
into ili«' qiK'stinii now carefully.
That tlif three shows didn'l exactl) s,-t t\ cm lilt is common knowledge. The lai-st Nielsens at presstime (secMini November) show the following; Sinatra. 11.5 average audience. 13.2 total audience; Club Oasis, 1 7.1 and 19.6; lish.r. 17.0 and 22.8. It is interesting to note, however, that the 2'i December Trendex revealed the Sinatra show beating the competition handily, a coup that was undoubted!) aided b\ the appearance of Bing Crosby. Furthermore Trendex ratings for In weeks showed Club Oasii topping Lawrence \\ elk and Gale Storm and averaging five points higher than Poll)
Bergen in the same time period. The Nielsen rating for Fisher, it should I e pointed out was earned against tinfirst Lowell Thomas show of the season on CBS. In addition, on 24 December. Fisher made a strong Trendex showing against Sugarfoot. getting a 15 to the latter" 14.8 and was onl) behind Wyatt Earp hv .8 of a rating point. On CHS Phil Silvers and Eve Vrden averaged onl) a 9. 1 against Fisher.
Would it have been better to bu\ into established shows':' Talking about network t\ in general. Harper gave one indirect answer to this question. "Now that the network tv audience is divided by three rather than two the old
definitions of safety and security don't appl) ."' he said. Other McCann execntivcs. such as Clyne and Tom MacAvvit) I recently added to the corporate staff as an aide to Clyne), stressed the disappearance of the franchise and the way unexpected competition can upset even the long-running programs. '"What would Como do opposite Maverick?" MacAvity asked.
Even more important is the firm insistence at McCann that tv be tailored to fit the marketing problem. George Haiglit. who recently took over the top tv-radio program spot in the home office when Clyne moved over to corporate headquarters, brought up these criteria: "Does an existing show meet the product's needs? Does it provide lb. right kind of identification? Does it provide identification at all? In a co-sponsored show, .is the other sponsor compatible? Is the show on the wav tip or the wav down?"
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