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SPONSOR-SCOPE continued.
Agencies are finding it more and more difficult to steer the multi-brand advertiser into a corporate deal — even if it means a big saving and sometimes an opportunity to block the competition.
Here are the basic reasons why efforts to put through such deals fail I the last one was the $3-million package Lever had on CBS Radio) :
i ) Brand managers prefer to call the turn on their own campaigns.
2 ) Distribution and seasonal conflicts of the various brands.
3) Media personality conflicts within an agency or among the various agencies servicing one of these giants.
1 1 The fear of having the monopoly finger pointed at the company.
Chalk up Wcstiughouse and Liggett & Myers as pioneers in the gigantic spend
for exploiting a network series.
Westinghouse has appropriated $1 million for the promotion of its Desilu-produccd series this fall; L&M will pour more than $500,000 into focusing attention on its Steve Canyon show (which is tied in with the Air Force).
Aside from massive spotlight advertising, dealer promotion, and general drumbeating on the road, the Westinghouse million will go for frequent goodwill trips by Desi Arnaz and Lucille Ball.
The Westinghouse network show money for the 1958-59 s
these lines:
PROGRAM TYPES 4 specials (originals) 4 specials (repeats) 35 dramatic shows (originals) 9 dramatic shows ( repeats ) COST FOR 52 SHOWS AVERAGE COST PER SHOW APPROXIMATE COST NETWORK TOTAL TIME & TALENT COST
i breaks down along
PER snow
TOTAL GROSS
$402,500
$1,610,000
115,000
460,000
115.000
4,025,000
50,000
450,000
$6,545,000
$125,870
$82,000
4,300,000
$10,845,000
Here are the gross program prices for the other newcomer series s network tv sponsorship this fall:
AVG. COST
$50,000 45,000 44,000 30,000 58.000 38,000 38,000 38,500 59,000**
PROGRAM
Milton Berle
Brain vs. Brawn
Steve Canyon
E.S.P.
Jackie Gleason
Peter Gunn
Law Man
Bat Masterson
Garry Moore Show
* Price includes repeat runs; ** cost for half hour only.
NOTE: In terms of categories, these 19 newcomers breakdown thus: Westerns, 5; adventure, 3; games, 3; live comedy, 2; live variety, 1; crime, 2; situation comedy, 2: live music. 1. Percentage of live: 37%; without games, 25%.
PROGRAM
AVG. COST
Naked City
$37,000.
Northwest Passage
48,000
Number Please
23.000
Patti Page Show
40,000
Public Enemy
41.000*
Donna Reed Show
53,000*
Rifleman
36,000
Rough Riders
47,000*
Ann Sothern
40,000
The Texan
37,000
A sampling of agency and advertiser executives by SPONSOR for its Fall Facts issue (due 19 July) shows that: (1) 50% report their expenditures for network tv this fall will be over last year's; 12) almost all the rest expect it to be about the same.
Major reasons for the lipping expenditures: change in marketing strategy, higher costs of tv, additional brands.
SPONSOR • 14 JUNE 1958