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I
SPONSOR-SCOPE continued . . .
Bewailers of the low state of network tv programing might take note of the fact that viewers the past weekend were treated to two top-draw symphonic specials and an offBroadway musical comedy, whose joint cost in time and talent came to $1.4 million.
The trio, two of which received uniformly rave reviews, were : Leonard Bernstein and the N. Y. Philharmonic (Lincoln), Victor Borge (Pontiac), and Wonderful Town (multiple-sponsored) .
Interested buyers of minute participations in NBC TV's EUery Queen and Cimarron City are getting an estimate of what the cost-per-lOOO-per-commercial minute will be for the two shows the first quarter of 1959.
The quoted figure: $3. The nighttime average, notes the network, is around $3.50.
Involved in all this is NBC TV's latest departure in sales policy. Queen and Cimarron can now be had in alternate week 20-minute segments, with the allotted two minutes of commercial spread out over two weeks.
P&G is not very happy with the way its two new operas — Today Is Ours and From These Roots — are faring on NBC TV, but it plans to ride along with them through the first of 1959.
The chances are that these afternoon serials (which P&G is sponsoring only partially) will be replaced.
The network meantime got a renewal from Corn Products for three daytime quarter-hours, adding up to about $3 million a year in billings.
You need no better clue for the motivation behind the magazines' concerted attack on tv than what's been happening to their advertising revenues when compared to daytime tv alone.
One of the hard facts that point up their predicament is this:
From January to September of this year, the 20 top advertisers in daytime network tv made an aggregate gross expenditure for time only of $78.4 million ; meantime their gross billings in nine leading women's magazines for the same period were only $14.3 million.
Here are the comparative billings by individual advertiser:
Advertiser
Daytime Net Tv
Women's Magazii
les Ratic
Procter & Gamble
$24,682,000
$2,777,000
9:1
Colgate
9,577,000
1,071,000
9:1
Lever Bros.
5,437,000
1,157,000
5:1
Kellogg
4,200,000
__
General Foods
4,360,000
1,287,000
31/2:1
Standard Brands
4,239,000
481,000
9:1
Sterling Drugs
3,629,000
455,000
8:1
American Home
5,369,000
645,000
8:1
Bristol-Myers
3,135,000
1,494,000
2:1
Gillette-Toni
1,115,000
321,000
31/2:1
General Mills
2,451,000
2,277,000
1:1
Pillsbury
1,994,000
96,000
20:1
Corn Product*
2,497,000
449,000
5^2:1
Libby, McNeil & Libby
914,000
208,000
4:1
National Dairy
480,000
1,305'000
1:3
Sweets Co. of Amer.
855,000
Mentholatum
507,000
_
Vick Chemical
429,000
228,000
2:1
Miles Laboratories
1,283,000
63,000
20:1
Swift
1,282,000
78,000
161/2:1
TOTAL
$78,437,000
$14,392,000
5^:1
Source: Tv billings: LNA-BAR (gross time) ;
magazine billings:
PIB (gross).
SPONSOR • 6 DECEMBER 1958