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Most significant tv and radio
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SPONSORSCOPE
26 APRIL 1958 As the broadcasters assemble in Los Angeles this week for their annual convention,
these broad strokes of opinion gleaned on Madison Avenue hy SPONSOR-SCOPE may provide a clue in shaping thoughts and planning:
NETWORK TV: The old reliables — the package goods people — indicate their overall network budgets will even top current outlays. But there will be a tendency toward late commitments and a short-step-at-a-time attitude among both the durables and the heavyspending toiletries.
NETWORK RADIO: Price and flexibility make this a handy medium for advertisers who are marking time for the big recovery burst or are bent on quick promotion campaigns. A fairly healthy glow is forecast.
NATIONAL SPOT TV: Will benefit handsomely from two tendencies: (1) hesitation about tying down a big bundle in network tv, and (2) interim pinpointing of campaigns in selective markets. Told there are lots of good spots available, clients now react this way: Let's see vour recommendation.
NATIONAL SPOT RADIO: The trend is toward shorter runs and more frequent flights. More than ever, the times favor this built-in virtue: saturation at comparatively low cost. As the economy revitalizes, the frequency factor will weigh heavily for hard-hitting purposes.
New national spot business did a sprightly nipup this week.
On the tv side, the accounts included Wheaties (BBDO) ; P&G's Lava Soap Burnett; Sun Oil (Esty) ; Dunstan (Bryan Houston) ; General Foods' Good Season Salad
Dressing (FCB. Chicago). Lava is going into 25 markets for 13 weeks.
Radio's best hauls were from GMAC (Campbell-Ewald) , 15-35 announcements a week in over 80 markets, and Lipton Tea's double-barrelled campaign for 6-8 weeks (schedules double when the temperature goes up to a certain point) .
It was a fairly active week of new business for the radio networks. Most of it was in limited schedules. The accounts by network:
ABC: Glamorene and Harrison Home Products.
CBS: Chrysler, Glamorene, Sterling Drug, Groves' NoDoz and Tetley Tea.
NBC: Chrysler, GMC Trucks, Mack Trucks, Groves' NoDoz and Dr. Scholl. The Mack orders involve 40 segments on Monitor to be run off in various flights.
Sunoco should have the rest of its spot campaign going full blast by midsummer.
So far it's running schedules in eight markets where Sunoco new high-octane pumps have been installed. Schedules are linked to the installations.
Altogether it distributes in 26 states, or a total of 48 markets.
Spot is sure to be the beneficiary of a line of self -questioning now going on at top management policy meetings.
The question: Isn't this the year to go selective?
The implications of the query: Instead of operating on a blunderbuss principle, narrow the sales target to certain markets and levels of prospective customers . . . bullseye your advertising at areas where there are enough people with incomes, tastes, and ways of life to make them the most susceptible buyers of the product.
SPONSOR • 26 APRIL 1958