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6 DECEMBER 1958
Copyright 1958 SPONSOR PUBLICATIONS INC.
Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR-SCOPE
As the result of CBS TV's latest major policy change, the must-buy concept — in terms of markets — seems headed for the junk pile. This is the situation:
• Effective 1 March, CBS basic required (specific) stations order policy will be supplanted by a policy of minimum dollar requirements and minimum (selected) number of stations.
• Instead, CBS TV will adopt a minimum structure based on dollar volume.
The move took both the network's affiliates and Madison Avenue by surprise. For it marks a sweeping change in the concept of network buying, involving:
CBS TV: The new policy will eliminate a highly sensitive point of attack from the FCC-Barrow Study Report and the Justice Department; at the same time it broadens the flexibility of network buying. However, when a high-rating show or premium period becomes available, the nod will still go to the advertiser who can ofifer the largest station lineup. The network feels it will get optimum clearance cooperation from its affiliates.
ADVERTISERS: Important agencies— contacted by SPONSOR-SCOPE — hailed the abandonment of the must-buy as healthy for the business and a blessing to advertisers who prefer tailored coverage. On the other hand, some agencies wonder whether network buying won't become more difficult in the event affiliates elect to take the CBS easement as a way of wiggling out of network option time.
AFFILIATES: Several of the stations polled by SPONSOR-SCOPE described the network's action as a step toward the eventual breakdown of the network structure. Others think that CBS was putting itself in a position where it could more easily accept business that might otherwise go to spot. On the whole, however, the reaction was favorable to the network.
REPRESENTATIVES: With the must-buy lid off, reps may have to go back to selling agencies and advertisers on the inclusion of their stations in the network lineup — a non-commissionable function for them — on the premise they need the programs before they can get chainbreaks.
NBC TV meantime finds itself faced by a decisive maneuver in policy by CBS TV; its strategy at this point still is under wraps.
Radio stations in the top markets will have an unusually heavy campaign running for Cannon Mills (Ayer) for a couple weeks in January.
The schedule calls for at least 40 markets, with the individual market allotments running as high as $2,000 a week— an extraordinarily high figure for a quick splurge these days.
(The last time Cannon put on one of these White Sales promotions, the beneficiary was spot tv.)
Another entry on the national spot radio scene this week: Delco (Campbell-Ewald), which will use 11 markets for 13 weeks starting January. Program type: Weather.
The air media might as well reconcile themselves to this general strategy of Detroit automotive spending for the next seven to nine months:
• Money allocations will be in flights.
• After each brief (but heavy) splurge, the company will wait and measure the results.
• If the payoff comes up to expectations, the next flight will entail a still greater expenditure.
There's a possibility that this flight-to-flight buying may even apply to network tv.
SPONSOR • 6 DECEMBER 1958