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SPONSOR-SCOPE continued .
With the return of Campbell Soup shortly to network radio (NBC) the medium will be able to make this claim: It's now got every one of the 15 biggest network radio spenders of 10 years ago (the peak year for the medium).
Much of the Campbell money is coming from surplus that had been allocated for NBC TV for the 1957-58 season.
The Campbell radio business is being channeled through BBDO.
This week brought the unusual spectacle of a network officially correcting the publicity release of a customer.
Bymart-Tintair announced it had acquired a half hour of Tonight, and NBC TV countered this with an explanation: Tintair's commitment was for three minute announcements on the show's Wednesday session and a single announcement on alternate Wednesdays.
NBC TV further noted it didn't want the impression to get out that it sold Tonight in half-hour segments — only participations.
The D'Arcy agency is reported clearing the decks for the acquisition of the 8 4-million Lincoln account.
As a preliminary step, Y&R this week resigned the Lincoln business. P.S.: Looks like Buick will settle on its new agency this week also. Front runners continue to be 1) Benton & Bowles, 2) Leo Burnett and 3) Ted Bates.
Adam Young raised the torch of the independent station a bit higher this week
with the unveiling of an updated compilation of who's first in the top 25 markets: independent vs. network. stations.
The 1957 count for the independents, based on Pulse averages, as computed by Young: standing 1957 1956
First 21 10 plus 3 ties
Second 10 7 plus 4 ties
Third 11 4 plus 3 ties
The lavish salaries being paid this season to performers in tv are beginning to backfire.
For instance, columnist Earl Wilson quoted Shirley MacLaine, not so long ago an obscure dancer, this week to the effect that:
"When thev told me the price ($500,000 for 10 tv shows), I didn't answer — because my mouth fell open. I didn't say 'yes' — I thought I was talking to crazy people. They thought I wasn't happy and were going to increase it."
As a producer of shows other than his own, this has been a tough season for Jack Benny.
Scott Paper and Schick are pressuring NBC TV for a better show than they've been getting out of the Giselle MacKenzie half-hour; the odds are that at the end of March there'll be a different program in the spot.
Another Benny propertv causing some anxiety is Bachelor Father, which— like the MacKenzie show— has a western for a nemesis. For Bachelor it's Maverick: and for MacKenzie it's Have Cun. Will Travel.
Still another imminent casualtv (but not Benny's) : Sally, alternately sponsored by Chemstrand and Roval Bee. Y&R. Dovle-Dane-Bernbach. and NBC are jointlv scouting for a replacement (the starting date depends on program choice).
Bristol-Mvers meantime has cut back to an alternate week on Playhouse 90.
For other news coverage In this Issue, see Newsmaker of the Week, page 4; Spot Buys, page 54; News and Idea Wrap-Up, page 59: Washington Week, page 69; SPONSOR Hears, page 72; and Tv and Radio Newsmakers, page 78.
SPONSOR • 25 JANUARY 1958