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SPONSOR-SCOPE continued
The M. A. Wallach Co. is the latest candidate to toss its hat into the rating service rink.
The Wallach system, which the Advertising Research Foundation has been asked to look at, would cost $13 million a year to operate.
ARF also has been asked to underwrite a $20-million test of the Wallach system in Syracuse on the premise that the method would eliminate the "rating muddle." (The investment, of course, would be returnable, if the service were bought.)
The proposed technique:
1) Personal telephone calls to a large pre-selected panel while the program is on the air.
2) The interviewing would be conducted by two staffs: one inquiring about viewing and audience composition factors; and the other on commercial recall, product information, etc.
3) The size of the sample would far exceed Nielsen's 1,500 audimeters and the interviewing additionally would entail person-to-person follow-ups.
So far tv stations have shown little interest in participating in the project. Hence the entire support will have to come from networks, sponsors, and agencies.
M. A. Wallach's background: American Home Products, KFC&C, NBC, and in the business of auditing retail stores and making consumer-retailer marketing studies.
The three tv networks collectively grossed $48 million from time sales last November, which was 9% better than in the like month of 1956.
PIB showed these plus margins per network in comparing the two months: ABC TV, 22.1%; CBS TV, 8%; and NBC TV, 5.2%.
The gross time billings for the networks jointly in the first 11 months of 1957: $446.5 million (5% over 1956). The plus margins: ABC TV, 6.3%; CBS TV, 7%; and NBC TV, 2.6%.
A company's tv position is becoming more and more a strong consideration in mergers and acquisitions.
This consideration falls into two areas: (1) a network program that the other party would like to have, and (2) added media discounts that can accrue from a doubling-up.
Cases in point from the program angle:
Revlon latching on to the Perry Como Show via the purchase of Knomark (Esquire shoe polish); Helene Curtis' getting into What's My Line by buying out Jules Monteil; and Warner-Lambert's linking itself to Ozzie & Harriet in the take-over of Hudnut.
Program control and discount positions played no small part in these purchases:
Pharmaceuticals, Inc. of J. B. Williams; Gillette-Toni of Paper Mate; and P&G of TipTop Peanut Butter.
The ANA's tv-radio committee is beginning to take a really dim view of triplespotting on network affiliated stations.
As the first step in doing something drastic about the practice the committee is conducting a survey among the ANA membership to (1) find out what's been their experience with triple spotting, and (2) get suggestions for remedies.
The proposal that will likely come out of this study : Circulate a list, by markets, of the stations reported by ANA members to be flagrantly engaged in triple-spotting.
Steve Labunski resigned this week as programing v.p. at ABN and a realignment of the network's programing policy is in the making.
The indicated change in programing concept entails a return to recorded fare to some degree — with the continued emphasis on personalities.
Obvious inference: The heavy live-schedule — especially in afternoon and evening — was too high-budgeted for the current market.
SPONSOR • 25 JANUARY 1958