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^_^ SPONSOR-SCOPE continued
Network radio had quite a surge of new business this week.
CBS picked up over S2.5 million in renewals and new business, while NBC accumulated a hefty package of billings via Borden, Lewis-Howe, Surf ( Lever ), Pepsodent mouthwash, Alcoa, Volkswagen, and the Philip Morris brand.
CBS's list included: Bristol-Myers, Lewis-Howe (each accounting for over $1 million in renewals). Surf, Borden, and Q-Tips.
Perhaps the crowning coup in the effort of New York radio and tv stations to bridge the newspaperless void created by the strike: WRCA-TV bunching 14 N.Y. Times staffmen to read the news they "might have written" for the Sunday edition.
New York air media as a whole did a yeoman job in keeping the metropolitan area updated, not only on the flow of news but the comment as well.
(For details of what the various stations did see WRAP-UP Radio Stations, page 58.)
The Bates agency this week took exception to the average rating that Benton & Bowles gave itself in comparison with other agencies, based on the first November Nielsen (see 13 December SPONSOR-SCOPE, page 15).
Points in Bates' brief:
(1) B&B should have included all its 13 nighttime network shows, instead of confining itself to seven, in which event the rating would have been 22.6, rather than the self-determined 26.5; (2) the average for Bates' 14 nighttime programs is 22.0, not the 2L3 that B&B had figured.
Y&R, Chicago, apparently has a media department that doesn't hew to the old agency dogma: don't urge the client to change horses in mid-stream if he's happy with what he's got running.
This week's example:
Right in the middle of a nighttime spot tv campaign, the agency induced Northem Paper Mills to sink all the money involved into daytime.
The idea is that you thus get better efficiency in audience and a lower-cost-perthousand if your prime target is the housewife.
Advertising will start off 1959 with a pair of aces back to back.
ACE I; The. biggest flood ever of new products in all consumer fields, many of them revolutionary innovations. To introduce the newcomers — as well as buck the expected onslaughts of competition — more money will come out of reserve funds.
ACE 11: There'll be a mammoth drive in the durable consumer field to maintain price lines. Manufacturers will support this effort with a lot of added sweetening in the advertising pot.
Next time anybody refers to local radio as one big perpetual jukebox, ask him whether he's been listening to that type of radio recently.
If he had, he would have noticed that there's a lot of program experimenting and improvements of format going on.
For example, many stations are putting a long-hair or semi-long-hair accent on their nighttime programing.
Not only have such stations gone symphonic in the later hours, but they've found sponsors for this fare.
The cue in no small measure apparently came from the growing success of fm.
For other news coverage in thie issue, see Newsmaker of the Week, page 4; Spot Buys, page 57: News and Idea Wrap-Up, page 58; Washington Week, page 51; sponsor Hears, page 52; Tv and Radio Newsmakers, page 66; and Fibn-Scope, page 49.
SPONSOR • 20 DECEMBER 1958