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Most significant tv and radio
news of the week with interpretation
in depth for busy readers
^ SPONSOR-SCOPE
6 SEPTEMBER 1958
Copyright 1958 >ONSOR PUBLICATIONS INC.
What will the fourth quarter of 1958 be like for the air media?
SPONSOR-SCOPE this week took the pulse of the pace-setters, and here's a digest of the readings:
SPOT TV : As bullish as a guy with a block of P&G stock. Broadcasters in the major markets may need shoehorns to make room for more business. This will apply particularly to daytime. (See more on the daytime theme below.)
SPOT RADIO: Campaigns will continue to consist of the limited-run variety, but there'll be enough of them to make the national tally bigger than the year before. Like spot tv, this medium will benefit from those national advertisers who are waiting for more explicit signs of an economic upbeat.
NETWORK TV: plugging all the nighttime holes (even at bargain rates) looks pretty improbable, but the shift of advertiser interest to daytime will carry the over-all billings beyond 1957. (All networks are confident that they'll finish the quarter with a profit.)
NETWORK RADIO: The bandwagon rush isn't what it was the year before, but the outlook is for NBC to run up its biggest quarter since the medium's comeback and for CBS to show something of an edge over the like quarter of 1957.
DETROIT: If any facet of air media will be able to show any glee over the flow from this center, it will be spot radio. The auto makers' disposition is to nurse the advertising buck and to feed it out sparingly.
Spot tv is feeling the impact — in a happy way— of this fall's boom in daytime network tv.
Timebuyers this week described to SPONSOR-SCOPE these sudden twists:
• Daytime minutes have become mighty tough to clear in participating shows adjacent to network programs.
• Even the I.D. situation has become tight.
• It seems as though scores of accounts suddenly have decided to switch their spot strategy to daytime tv, thereby creating an availability jam that's without precedent.
As a case in point, two of the three Philadelphia stations report that they have standing room only in daytime minutes.
One timebuyer noted that the situation had this embarrassing side: His agency, after selling a client on the effectiveness of the daytime minute, now finds itself in the wry position of unselling him on that tactic and recommending daytime 20-8econd announcements— of which there still is a fair supply.
Planners in agencies with sizeable durable goods interests are getting a little scared by the credit squeeze being put on by Washington.
It could crimp the boom they have been anticipating for the durable field after the first of the year.
Retail inventories are getting below the safety mark; but if the bankers make it tough, this favorable situation could evaporate.
A&P is making its debut in tv on a national scale via a buy into the NTA Hour of Stars and the This Is Alice show.
It will have two participations in each per week.
SPONSOR • 6 SEPTEMBER 1958