Television digest with electronics reports (Jan-Dec 1955)

8 Sialioit Accounts: “How to Use Daytime Spot TV Successfully,” 22-p. brochure released this week by rep AveryKnodel, makes these points to prospective daytime sponsors: (1) It's best way to reach the 20 to 39-year-old “age of acquisition” customers whose average family income is $4710. (2) 67% of daytime viewers allocate at least $20 a week for food and grocery products. (3) Incentive “package” discount rates on many stations make it economically attractive. (4) High audience “turnover” rate makes it possible to reach greater audience than for many evening shows in individual markets. Copies are available from Avery-Knodel, 720 Fifth Ave., N. Y. . . . Oklahoma Oil Co., Chicago, sole sponsor of Eight O’Clock Theatre (feature films) on WGN-TV Sun. 8-10 p.m., rates kudos from Dec. 5 Advertising Age for bucking top-rated network shows, for using only 13 min. for its commercials out of allotted 22 min., and for leaving high-pressure salesmanship out of messages . . . RCA using one of its most extensive all-media Christmas campaigns for its radios & phonos under R. E. Conley, adv. & sales promotion mgr. of RCA Victor Radio & “Victrola” div., thru Kenyon & Eckhardt, N. Y. . . . American Sugar Refining Corp. (Domino, Franklin, Sunny Cane brands) scheduling heavy spot campaign for 1956, thru Ted Bates & Co. . . . U. S. Steel Homes Inc. orders 8-min. sales promotion film in color. House for the Bride, from A1 Stahl Productions, N. Y., for local tie-ins with TV programs, sales meetings, etc., thru BBDO . . . Sears Roebuck appoints Mayers Co. Inc., its Los Angeles agency, to direct its national advertising; agency plans to establish Chicago office, already is working on series of filmed TV commercials . . . Among advertisers currently reported using or preparing to use TV station time: Kasco Mills Inc., Kasco, N. Y. (Kasco dog food & farm feed), thru Clark & Bobertz, Detroit; Alliance Mfg. Co., Alliance, 0. (Lift-A-Dor garage door operator; antenna rotor), thru Foster & Davies, Cleveland; Westfield Mfg. Co., div. of Torrington Co., Westfield, Conn. (Columbia bicycles), thru Horton-Noyes Co., Providence, R. I.; National Biscuit Co., N. Y. (Wheat & Rice Honies cereal), thru Kenyon & Eckhardt, N. Y.; Medomak Canning Co., Rockland, Me. (One Pie Brand pie filling), thru Ingalls-Miniter Co., Boston; Fine Products Corp., Augusta, Ga. (Nunnally’s and Hollingworth’s candies), thru Day, Harris, Hargrett & Weinstein, Atlanta; Texize Chemicals Inc., Greenville, S. C. (industrial & household products), thru Henderson Adv., Greenville; Serta Associates, Chicago (Land-O-Nod mattresses), thru Bozell & Jacobs, Chicago; Kraft Foods Co., Chicago (miniature marshmallows), thru J. Walter Thompson, Chicago; Buckeye Formulas Inc. (“This” cold-water cleaner for woolens), thru Ettinger Adv., N. Y. ; Mrs. Tucker’s Foods Inc., div. of Anderson, Clayton & Co., Sherman, Tex. (shortenings), thru A. A. Crook Adv., Dallas; Vick Chemical Co., N. Y. (Sofskin hand cream), thru BBDO, N. Y.; Safeway Stores Inc., Oakland, Cal. (Lac-Mix dry milk powder), thru Ruthrauff & Ryan, San Francisco. Kudos from an adman: In current Advertising Agency, Ruthrauff & Ryan TV-radio chief George Wolf nominates ABC pres. Robert E. Kintner as “Mr. Television of 1955” — observing that “this is the year that ABC-TV, under Kintner’s leadership, has broken the programming lock that NBC-TV and CBS-TV enjoyed, good news for agency men and clients everywhere.” Pepsi-Cola cancelled $8,000,000 account with BiowBeirn-Toigo this week, ending 7-year association that began with predecessor Biow Co. Pepsi-Cola gave no reason for cancellation, merely said it had invited several agencies to bid on contract, denying earlier report that it would switch to D’Arcy, which recently lost Coca-Cola account to McCann-Erickson. Network Accounts: abc-tv is going aii-out to push partic. sales in Afternoon Film Festival, its most ambitious daytime programming venture, Mon.-thru-Fri. 3-5 p.m. starting Jan. 16 (opposite NBC-TV’s highly-touted Matinee colorcasts). Feature films to be shown are taken from the 100 purchased this week from J. Arthur Rank for estimated $1,500,000 (Vol. 11:49). Special sales force has been created to offer 60 & 90-min. partic., with up to 18 spots per 2-hour show. A different film Avill be shown each day — among them Ha^nlet, Queen Is Crowned, Run for Your Money, Beware of Pity . . . Hartz Mountain Products (pet food) drops Captain Hartz and Pets on NBC-TV, will be alt. sponsor (with Roto-Broil and Chunky Chocolate Corp.) of Super Circus on ABC-TV starting Jan. 1, Sun. 5-6 p.m., thru George H. Hartman Co., Chicago . . . Jacoby-Bender Inc. (JB watch bands) to be partic. sponsor of Stop the Music on ABC-TV starting Jan. 5, Thu. 8:30-9 p.m., thru Grey Adv. . . . Seven-Up Co. to sponsor Wed. 3:30-3:45 p.m. portion of Bob Crosby Show on CBS-TV starting Dec. 7, thru J. Walter Thompson . . . Mennen Co. buys one-fourth sponsorship of National Pro League basketball schedule on NBC-TV starting Jan. 7, Sat. 3-5 p.m., thru McCann-Erickson . . . Gulf Oil to sponsor Sugar Bowl football game from New Orleans on ABC-TV Jan. 2, starting at 2 p.m., thru Young & Rubicam . . . Chrysler to sponsor East-West football game from San Francisco on NBC-TV Dec. 31, starting at 4:45 p.m., thru McCann-Erickson . . . Union Oil Co. to sponsor 4 major Santa Anita stake races on all 19 stations of CBSTV Pacific Network starting Dec. 31, Sat. 4-4:30 p.m., thru Young & Rubicam . . . Sheaffer Pen drops out as alt. sponsor (with Kent cigarettes) of Herb Shriner’s Two for the Money on CBS-TV Sat. 9-9:30 p.m. ■ Rate increases: WBBM-TV, Chicago, raises Class A base hour from $3300 to $3700, min. only Class AA rats from $650 to $750, Class A min. from $425 to $475. KWK-TV, St. Louis, raises base hour from $1200 to $1500, min. $250 to $300. XETV, Tijuana-San Diego, Jan. 1 raises base hour from $500 to $600, 20 Sec. $100 to $120. KTVH, Hutchinson-Wichita, Feb. 1 adds Class AA hour (6:30-10 p.m. daily) at $500, min. at $120, Class A hour going from $450 to $375. KOLN-TV, Lincoln, Neb. has added Class AA hour (6:59-9 p.m. daily) at $400, min. at $80, Class A hour remaining $300. WNAO-TV, Raleigh, raises base hour from $250 to $825, min. $50 to $65. WEAR-TV, Pensacola, adds Class AA hour (7:30-9:30 p.m. daily) at $300, min. at $60, Class A hour going from $225 to $240. KFDA-TV, Amarillo, Jan. 1 raises base hour from $250 to $300, min. $50 to $70. WSEE, Erie, raises base hour from $200 to $250, min. $40 to $50. WJDM, Panama City, Fla. raises hour from $150 to $175, min. $22.50 to $35. Spot Increases: WTVN-TV, Columbus, adds Class AA min. only rate (8-10:30 p.m. daily) at $160, Class A min. remaining $125. KSD-TV, St. Louis, Jan. 1 raises base min. from $200 to $250. WKY-TV, Oklahoma City, has raised base 20 sec. from $175 to $225. KGGMTV, Albuquerque, Jan. 1' raises min. from $50 to $60. Lowest rate in TV history: Wm. J. Wagner’s upcoming KINY-TV, Juneau, Alaska (Ch. 8), due on air sometime in Jan., announces hour rate of $60, scaling down to $48 for 260 times; $36 for half hour, $12 for 1-min., $9 for 20 seconds, $7.20 for 10-sec. or IDs. It’s recalled that Rogan Jones’ KVOS-TV, Bellingham, Wash. (Ch. 12), which started in May, 1953 with base rate of $90; it’s now up to $300. Television Bureau of Advertising has added 15 more stations to membership, bringing total to 178. With addition of Hollingbery, it now has 9 rep firms as members as well as NBC-TV & CBS-TV.