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SPONSOR-SCOPE continued . . .
Coming from a veteran media director who has been on the sidelines of main a selling rough-and-tumble, tliis l>ii of comment might stand some mulling among radio sellers who habitually deride their competitors as rock-and-roll dispensers:
"All this talk about the competitors stati in appealing only to a rock-and-roll audience in the long run will be damaging to the medium as a whole.
"If this smearing continues long enough, advertisers who aren't aware of all the facets of radio will get the impression that the only listeners to radio are rock-and-roll teenagers.
"The smart .seller of radio will just talk about the 'quality' of his own audience and refrain Erom runing down his competitor's format.
"It's not easy to sell a medium that shatters its own image."
A gripe you frequentlj hear from rep sales is that some of the young timebuyers show a lackadaisical attitude toward sales pitches when the spot campaign is for a brief run.
\ common retort, as reported by these salesmen: "What's the difference? This schedule is only for three weeks."
Notes one salesman: "What adds bitterness to the pill is that the timehuyer's supervisor can't be budged into straightening him out."
Spot t% may yet come up with a united front in confronting national advertisers with a rate structure for half-hour programs that challenges comparison with network prices.
The Chicago rep group which started the hall rolling in that direction learned from 200 stations it polled that 80% favor special di counts to lure national advertisers who bring in their own half-hour film series.
I For a provocative recital of what the Chicago group has accomplished so far, see article starting on page 32.)
Here's a figure that may cause even P&G to take notice: Gillette's sports cavalcade last year chalked up over 8.2 billion viewer commercial impressions.
The Friday fights got the biggest share of the impressions I 1.2 billion) while the World Series accounted for around 3 billion.
Another astronomical figure delivered by the sports cavalcade: over 351 million total viewers for all events.
The following tabulation shows the total viewers and the estimated total timerights-production costs for the various items in the cavalcade:
PROGRAM TOTAL VIEWERS ESTIMATED COSTS
Friday Fights 105,000,000 $7,000,000
World Series 100,000,000 4,300,000
Rose Bowl 49,000,000 450,000
Triple Crown 47,000,000 500,000
All-Star Game 27,000,000 700,000
Blue-Grav Game 23,000,000 250,000
TOTAL 351,000,000 $13,200,000
Historical note: With the looming exit of the Kraft Theatre, the Gillette Friday fights
will become the oldest consistently sponsored program in network tv.
R. J. Reynolds and Ballantine Beer seem to find that there's no advantage to sponsoring a team (the V V. \ ankees) with a monopoly of its market.
Viewing audiences are just about what they were when the metropolis also had the N. Y. Giants and the Brooklyn Dodgers.
The Yankees' commanding lead also may be taking some spice out of the New York situation,
SPONSOR • 14 JUNE 1958