Television digest with electronic reports (Jan-Dec 1959)

8 OCTOBER 12, 1959 Network Television Billings August 1959 and January-August 1959 (For July report, see Television Digest, Vol. 15:36) August Also Ahead: Network tv gross time billings continued upward by totaling more than $46.7 million in Aug., up 12.6% over the $41.5 million business of Aug. 1958. Cumulative billings for Jah.-Aug. rose strongly to more than $403 million, running 10.2% ahead of the approximate $366 million pace of the year-ago period. CBS paced all networks in dollar volume, with Aug. billings of more than $21 million, cumulative billings topping $174 million. The biggest percentage gains were racked up by ABC, which increased 18.5% in Aug.-overAug. business and 18.9% in year-to-date comparisons. NETWORK TELEVISION Aug. Aug. % Jan.-Aug. Jan.-Aug. % 1959 1958 change 1959 1958 change ABC $ 8,205,620 $ 6,923,736 +18.6 $ 78,019,606 $ 65,625,091 +18.9 CBS 21,238,979 19,383,736 + 9-6 174,364,245 161,764,077 + 7.8 NBC 17,298,627 16,202,021 +13.8 160,662,789 138,310,282 + 8.9 Total $46,743,026 $41,509,492 +12.6 $403,046,540 $365,699,450 +10.2 1959 NETWORK TELEVISION TOTALS BY MONTHS ABC CBS NBC Total January $10,647,078 $22,129,248 $19,299,853 $62,076,179 February 10,024,460 20,806,220 18,063,828 48,884,608 March 11,666,031 23,266,395 20,728,316 66,558,741 April 10,309,263 22,077,285 19,739,816 62,126,364 May 9,946,570 22,298,271 19,674,494 51,919,335 June 8,930,114 21,171,128 17,984,846 48,086,087 July 8,391,470 21,377,719 17,883,111 47,662,300 August 8,205,620 21,238,620 17,298,627 46,743,026 Note: Figures revised as of Sept. 29, 1959. These figures do not represent actual revenues inasmuch as the networks do not divulge their actual net-dollar Incomes. The figures are compiled by Broadcast Advertisers Reports (BAR) and Leading National Advertisers (LNA) for TV Bureau of Advertising (TvB) on the basis of one-time network rates or before frequency or cash discounts. ‘Quick Nielsens’ for Nets: Need for rapid measurement of competitive program strength this season has caused an interesting paradox with regard to the TV networks and researcher A. C, Nielsen. Although all 3 notified Nielsen earlier this year that they were cancelling their contracts (in protest over a proposed Nielsen rate hike) effective next season, the networks last week signed with Nielsen for the firm’s speeded-up, 24-market reports of program ratings in the fully competitive (3-network) markets. Nielsen will now issue fifty 24-market reports a year, each to be mailed 6 days after the last telecast of the rating period. Although the reports are not a national measurement (only 40% of the nation’s TV homes are in the 24 areas), they will indicate competitive viewing trends, the effects of changes in format, and a clue to network strength that will later be reflected in national measurements. Further postponement of MBS reorganization under the Bankruptcy Act took place in N.Y. Oct. 6. Referee Asa Herzog set Oct. 14 as the date when the validity of N.Y.C.’s $300,000 tax claim against Mutual will be heard & decided upon by him instead of by the city’s tax tribunal. CBS radio network will show a profit in 4th-quarter 1959 and “could make money in 1960,” CBS Radio pres. Arthur Hull Hayes has assured affiliates. NETWORK SALES ACTIVITY NBC-TV Troubleshooters, alt.-wk. sponsorship, Fri., 8-8:30 p.m. H-A Hair Arranger (Boyer’s Adv.) “Time: Present — Chet Huntley Reporting,” Sun., 5:30-6 p.m. 26-wk. order, full sponsorship. Kemper Insurance (John W. Shaw) Stations New Spot Yardstick: Network activities in the station rep field may have been dealt a blow last week (see page 1), but they were still moving forward. After several months of study & preparation, CBS-TV Spot Sales sent us a copy of a new research report titled “Cume-Finder,” designed to show clients & agencies the cumulative audience effects of spot TV. The study is basically a series of charts covering daytime & nighttime spot schedules ranging in frequency from 2 to 8 spots weekly, in campaigns that vary from 15 to 75 top markets. Unduplicated TV home audiences are shown on both a weekly and 4-wk. basis, using Nielsen figures in the projections. Some sample figures: In a 15-city campaign, a schedule of 4 nighttime announcements, at a weekly cost of $39,040, will reach 14,112,600 homes in a week and 20,585,700 in the course of a month out of a 15-city TV home total of 22,873,000 units, with a weekly average frequency of 1.5 exposures and a monthly rate of 4.2 exposures. In a 45-city campaign, 6 nighttime announcements weekly ($99,900) will reach 25,291,500 homes in 7 days, 33,011,700 in a month out of a total of 34,933,000. Average frequency on a weekly basis: 2.0. On a monthly basis, 6.0. In daytime TV, a saturation schedule of 36 spot announcements weekly in the top 30 markets ($80,278) will reach 19,045,600 homes in a week, 25,854,000 in a month with a weekly average frequency of 4.3 exposures and 12.5 in the course of a month. Statistics for “Cume-Finder” come from several sources, and were compiled under the direction of CBS-TV spot sales research mgr. Robert Schneider. Costs are from Standard Rate & Data Service, based on the CBS-TV station (o&o or affiliates) in each market. Daytime costs are based on 20-sec. announcements after applicable volume discounts. Prime-time costs were based on each station’s highest 20-sec. rate before discounts. RCA has shipped a pylon antenna to WFAM-TV (Ch. 18) Lafayette, Ind., which is being revived this fall by Sarkes Tarzian; a used pylon to KNDO (Ch. 23) Yakima, Wash., planning an Oct. start; slotted antenna to KPECTV (Ch. 56, educational) Tacoma, Wash., planning fall debut; 5-kw used DuMont transmitter to KXGO-TV (Ch. 11) Fargo, N.D., also due to start this fall; TV tape recorder to WISN-TV Milwaukee (its 2nd unit); 2 TV tape recorders to WBAL-TV Baltimore. WRCA-TV N.Y. Jan.-Sept. sales climbed 17% over the same period of 1958, putting the station in line for “its most profitable year in history,” NBC v.p. William Davidson said last week. The station is near a sell-out on prime-time 10-sec. TV spots, and has a waiting list for 20-sec. prime availabilities, said Davidson. Last week 13th Hour Drama was tacked on the tail end of WRCA’s nightly schedule (Vol. 15:40) to open up additional spots. First major 30-sec.-spot campaign booked through Peters, Griffin, Woodward station rep has been bought by Phillips Petroleum Co. on WTVJ Miami. Phillips’ order is for five 30-sec. spots weekly for a full year. The rate was computed as 150% of the station’s AA 20-sec. charge. PGW has been instrumental in promoting usage of the 30-sec. rate (Vol. 15:18). Single application for a new TV station filed with the FCC last week was for Ch. 34, Salina, Kan. by the owners of KAWL, York, Neb. Total pending is now 107 (14 uhf).