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Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR-SCOPE
25 JANUARY, 1958
Copyright 1958 SPONSOR PUBLICATIONS INO.
In just a few weeks the 1958-59 network tv buying season starts rolling, and you can expect anything but a shortage of new programs.
CBS TV and NBC TV each has over 20 shows in the making — under outside assignment or on the boards.
Whether or not they're bought by September, most of these will be scheduled by the two networks in their fight for dominant position.
Hence agencies will be urging their clients not to let themselves be trapped into stalling on future commitments because of spring business conditions. The reason is simple:
A buyer scramble in the fall would find the networks in an advantageous price position.
Judging from comment heard these days at plans board sessions, tv might be pushed into a special type of selling job due to the squeeze on the advertising dollar. The tenor of the top-level comment:
• We have come to recognize tv as the greatest glamor medium, but how much do we know about its ability to deliver sales?
• Granted tv's dynamic status, how do you compare the value of a dollar spent on tv with a dollar spent in other media?
This may be a clue to what a lot of other admen are thinking about doing when the buying season starts in two-three months:
George Abrams, Revlon ad manager, told SPONSOR-SCOPE this week he anticipates:
• A scramble for the shows that can come through this season with good track records. In other words —
• Sidestepping of new properties for programs that have been established with viewers.
• A revival of tv's early mystery-crime cycle, but with the accent on quality in writing, production, and character.
Robert Hall Clothes this week wrapped up plans for its spring radio-tv saturation schedule.
The list will involvel80 radio and 120 tv stations in 150 markets. Schedules will average 100 radio spots a week and 20 tv spots. The first stage of the campaign, via Frank B. Sawdon's Jerry Bess, is set for the
week of 17 February.
The peak will come around Easter.
Spot tv prospects soon will be asked to look at some new qualitative studies of the medium.
At least three major reps now are immersed in preparing presentations which will
(1) Prove the basic value of tv spot (aside from costs), and
(2) Serve as the springboard of an updated all-industry pitch.
The idea is to create a distinct image of spot tv as compared to other media.
Lucky Strike returns to network radio (NBC) in May, after four-year absence.
The buy: The Bob and Ray package consisting of 10 5-minute week-end shows.
The contract is for 13 weeks. American Tobacco considers the campaign: 1) an extension of the brands' spot schedule and 2) a tool for reaching the out-of-home audience. BBDO developed this one.
SPONSOR • 25 JANUARY 1958