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I
SPONSOR-SCOPE continued
American Machine & Foundry no longer has the network bowling fans to itself: Brunawick-Balke-Collender is going NBC TV with a 26-week film series, Women's Major League Bowling.
Price of time and talent: $400,000. Agency: McCann-Erickson, Chicago.
Tv network clients in 1958 will have spent 25% more for specials — in time alone — than they did in 1957.
NBC TV figures that the billings this year will come close to $20 million as against $16 million last year.
The year 1958 has given NBC TV a record number of individual advertisers. The total will be up to 186.
In 1957 the network had 174 different bill payers. What contributed much to the difference this year was the business brought in via the Jack Paar show.
Postscript to the announcement by CBS Radio of its Consolidation Plan: A group of station managers with divers network affiliations last week conferred informally on the feasibility of setting up a world-wide news collecting service of
their own.
Nothing of a concrete nature happened.
Commented a radio network oflBcial: "Wait until they find out what it costs to run a news service."
Benton & Bowles took a bow for itself this week on the fact that its seven nighttime network tv shows, according to the first November Nielsen, came off with an average 26.5 rating.
Two points of comparisons made by B&B: (1) It was the highest average for any agency during that period, and (2) the weighted average for all shows was 20.8.
JWT, with 14 agency-of -record shows, got an average of 24.4, while Y&R, with five shows, hit 23.7.
Other averages: BBDO, 10 shows, 21.8; FCB, 21.7; Bates, 11 shows, 21.3; McCannErickson, 10 shows, 20.5; Grant, 20.6; K&E, 19.
SchBtz, the account that may have sparked CBS TV into acting quickly on the abolishment of the must-buy stations rule, is shopping around for a network period in which to spot a new Ray Milland series.
Chunks of the country will be excluded from this show's station lineup —
something that CBS was aware of when Schlitz's agency, JWT, noted that whatever replaced the Schlitz Friday night Playhouse should not cover the Northwest.
The pull-out of the present Schlitz show will leave Lux without an alternate week fiUer-in.
Lever has yet to reveal what it proposes to do.
Spot note: There'll be lots of Schlitz for both tv and radio stations in 1959.
The rebellion on the tv copy creative front has reached Chicago.
In resentment against old-line print chieftains who insist on maintaining their supervision over what goes into tv, groups of top tv creative people have walked out of a leading Chicago agency in recent weeks.
Some of these exiting writers and artists have won awards in commercial competition consistently.
Their gripe: The print-oriented bigs, who even refuse to recognize the new breed with titles, have neither the understanding nor the feel required for the composition of today's sales-producing commercials. They're disposed to attack a problem from the focus of publication work.
SPONSOR • 13 DECEMBER 1958