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I
SPONSOR-SCOPE continued.
Over $1.1 million in weekly program costs are involved in the 26 sponsored network tv shows scheduled to make their debut in the next few weeks. Thus:
PROGRAM
AVG. WEEKLY COST
PROGRAM
AVG. WEEKLY COST
(program only)
(program only)
Anybody Can Play
$21,000
Naked City
$37,000
Behind Closed Doors
38,000
Northwest Passage
48,000
Milton Berle
50,000
Patti Page Show
40,000
Brains & Brawn
45,000
Pursuit
45,000**
Steve Canyon
44,000
Ellery Queen
55,000**
Derringer
38,000
Donna Reed Show
53,000*
Desilu Playhouse
82,000
Rifleman
36,000
Jackie Gleason
58,000
Rough Riders
47,000*
Peter Gunn
38,000
77 Sunset Strip
82,000**
Lawman
38,000
Ann Sothern Show
40,000
Man with Camera
26,000
The Texan
37,000
Bat Masterson
38,500
Wanted— Dead or i
\live 39,000
Garry Moore Show
77,000**
Ed Wynn Show
40,000
* Price includes repeats. ** Price for full hour; sold in segments.
Of the 26 new network tv shows listed above, 11 fall into the action category. By types they break down thus: westerns, 6; adventure, 5; situation comedy, 4; variety, ; mystery, 3; musical, 2; games, 2; anthology, 1. Nineteen will come by way of film.
Bid and Buy can be had from Revlon for the final quarter of 1958.
The cosmetic firm would like to bow out of the show for the pre-Christmas season. Meantime it's not sure where the show will be located. Two spots under consideration are on ABC TV, Sunday 9-9:30 p.m., and on NBC TV, Thursday 7:30-8 p.m. Net price: $16,500 for the programing and $15,000 for prizes.
Nostalgia has become somewhat of a drug on tv.
Admen say that research indicates that the vast majority of viewers has little interest in the great names of yesteryear. Anyway, the theme is something they can't sell to clients.
Major handicaps are: 1) the kids, who are so important in controlling the dial; and 2) the young housewife, who prefers to contemplate stars she can identify with her times.
NCS #3 should prove a boon to the networks in selling longer station lineups.
Agency media analysts report that the latest Nielsen coverage survey has made this quite manifest: The coverage circles for tv stations are getting tighter than ever.
In other words, viewers are not straining so much for the distant outlet anymore.
Hence if an advertiser wants to make sure he's got the maximum potential audience within a desirable marketing area, it would be prudent to buy a station there.
CBS TV Station Relations got a mixed reaction from afiiliates on the question of extending the one-minute chainbreak concept.
The network's affiliate board at last week's conference in the Bahamas reported that stations in the smaller markets like the idea but it didn't take so well with affiliates in the larger markets.
Compromise : CBS TV will add another minute chainbreak to the one it's got now (scheduled around noon).
SPONSOR • 6 SEPTEMBER 1958