Television digest with AM-FM reports (Jan-Dec 1951)

7 Network Acconnts: Gillette will sponsor World Series on exclusive transcontinental NBC-TV hookup, under deal signed this week. Mutual has exclusive radio rights, so the 4 TV outlets owned by its stockholders will thus also carry series (WOR-TV, WNAC-TV, WGN-TV, KHJ-TV). Gillette also will sponsor Rose Bowl grid game Jan. 1 from Pasadena, for which NBC-TV has paid $1,G00,000 for 3 years exclusive rights . . . Gillette’s Prom Products Div. (Prom home permanent wave) and White Rain Div. (White Rain shampoo) to sponsor Stop the Music on ABC-TV, Thu. 8-8:30, starting Nov. 1, replacing Admiral and alternating with Hazel Bishop Inc. (lipstick) starting Nov. 8; agencies are Foote, Cone & Belding and Raymond Spector Co., respectively. Old Gold continues weekly sponsorship of last half hour . . . American Chicle Co. (Clorets Chlorophyll gum) starts Rocky King, Detective Sept. 16 on DuMont, Sun. 9-9:30, thru Dancer-Fitzgerald-Sample . . . Grove Laboratories Inc. (drug products) shares alt. week sponsorship with General Mills of Live Like A Millionaire on CBS-TV, Fri. 10-10:30, starting Sept. 21 . . . Arthur Murray Inc. (dance studios) resumes Arthur Murray Party Sept. 19 on ABC-TV, alt. Wed. 9-9:30, thru Ruthrauff & Ryan . . . Minnesota Mining & Mfg. Co. (Scotch tape) moves Juvenile Jury from Tue. 8:30-9 to Sun. 3:30-4 on NBC-TV, starting Sept. 16 . . . Cluett, Peabody & Co. (men’s shirts) starting Oct. 11 will sponsor Herb Shriner on ABC-TV, Thu. 9-9:30, thru Young & Rubicam . . . Coca-Cola reported readying Sun. afternoon Andre Kostelanetz sponsorship on CBS-TV starting in Oct. Station Accounts: Chicago National Bank Oct. 1 starts Austin Kiplinger & the News, Mon.-Wed.-Fri. 11-11 :10 p.m. CST on WENR-TV, thru J. R. Pershall Co. He’s son of the noted Washington writer, was former financial columnist of Chicago Journal of Commerce. It’s third bank schedule on ABC-owned WENR-TV, others being Chicago Title & Trust’s weekly Chicago Symphony Chamber Orchestra and City National Bank’s Crusade in the Pacific . . . Lewyt Corp. (vacuum cleaners) will spend $100,000 of its new $800,000 ad campaign to produce series of one & 5-min. films and one-min. radio spots for placement throughout country, thru Hicks & Greist Inc., N. Y. . . . The Tea Council plans use of TV-radio in new campaign starting in October, thru Leo Burnett Co., N. Y. . . . Wildroot Co. (hair tonic) has purchased 15 Screen Gems’ TV Disp Jockey Toons, films accompanying hit song recordings, for placement in 8 major markets, thru BBDO, N. Y. . . . Old Gold to sponsor half of each of the 117 Madison Square Garden sports events signed by WPIX, New York (Vol. 7:35) . . . American Vitamin Associates (Thyavals & Orvita) buys one-hour Frosty Frolics on KTLA, Hollywood, where it’s to be kinescoped for placement on 9 other st,ations, thru Schwimmer & Scott, Los Angeles . . . P. Ballantine & Sons (beer & ale), sponsoring film series titled Intrigue on WNBT & WNBW (Vol. 7:35), placing it also in 10 other Eastern markets, thru J. Walter Thompson Co., N. Y. . . . Fed “live” Fri. 1:30-2 p.m. from studios of WPTZ, Philadelphia, to WBAL-TV, Baltimore, and WGAL-TV, Lancaster, Pietro’s Place is repeated live for WPTZ audience 2:30-3 same day — regional account sponsored by San Giorgio Macaroni Products, Ritter Catsup, Boscul Coffee, thru Lamb & Keen, Philadelphia . . . Among other advertisers reported using or planning to use TV: Bovril of America (beef broth), thru Hilton & Riggio Inc., N. Y. (KTTV) : Pharma-Craft Corp. Inc. (Fresh deodorant soap), thru McCann-Erickson, N. Y. (KTTV); Thor Corp. (automatic washer), thru Henri, Hurst & McDonald, Chicago; J. P. Smith Shoe Co., thru Price, Robinson & Frank Inc., Chicago; Copper Brite Inc. (Copper Brite liquid cleaner), thru Davis & Co., Los Angeles; Dean Rose Piano Studios, thru R. T. O’Connell Co., N. Y. JOB prospects are bright in TV-radio-electronics technical fields, but would-be announcers will find tough competition for employment. That’s Govt.’s official size-up in new 575-page edition of Labor Dept.-Veterans Administration’s Occupational Outlook Handbook, issued for guidance of Federal agencies, schools and others. Opportunities in TV broadcasting should expand considerably during next 10 years, handbook notes, while “eventual decline in sound broadcasting is probable.” New TV stations will probably take on several thousand engineers and technicians in coming decade, “although industry will still be a small one.” For announcers, handbook says “job prospects are not good,” field will continue to be overcrowded despite anticipated TV expansion. Prospective announcers are advised to try to break into field in small communities, where competition isn’t so keen. Rosy future is predicted in TV-radio servicing field. Book says there were about 100,000 technicians in U. S. in late 1949, and that number should increase with growth of TV, which needs more and better servicing because it’s more complicated than radio. “TV repairmen need much more basic training and knowledge of electronic theory than radio repairmen,” says the handbook. One of best fields today is electrical engineering, because of “expanding use of electrical and electronic equipment in industry, by the Armed Forces, in homes, on farms and in therapeutic work.” This despite soaring number of electrical engineering degrees awarded since World War II. “Large numbers were attracted to the field, owing to their experience in working with radio, radar or other electronic or electrical equipment in the armed services.” Assn, of National Advertisers this week renewed assault on radio rates, because of TV inroads, by issuing third study of evening listening that repeats its thesis that “radio listening in TV homes continues to approach near-elimination during the evening hours.” Earlier reports, backed by ANA campaign (Vol. 7:11 et seq), brought storm of radio-station protests, eventually produced network rate cuts. Using Hooper’s statistics, ANA study shows that, in 24 of 36 TV cities for which data was available, TV’s share of evening audience was over 50% in March-April 1951. For all 36, figure ranges from 25.3% in Tulsa to 74.7% in Philadelphia. Year before, figures were 8.2% and 52.1% for the two cities. ANA calls attention to Nielsen study for Billboard, published July 14, showing comparison of AM sets-in-use figures for New York and nation, for March-April 1948 and 1951. AM improved 3.5% for 7-8 a.m. in New York, 6.1% nationally. But it dropped drastically rest of day, with AM taking worst beating 8-9 p.m., declining 56.1% in New York, 35.5% nationally. Study is bound to be counter-attacked vigorously by AM operators. New York’s WOR was out immediately with report that its night newscasts have higher ratings than during last 8 years, reached 26% more families than in 1946. Copy of report may be obtained from ANA at 285 Madison Ave., New York. Idea of televising Congress appalled Senators when broached this week by witness during hearings on Benton bills to set up 11-member TV-radio advisory board (see page 6). Majority Leader McFarland (D-Ariz.) predicted: “Every Senator would want to broadcast himself. Programs would play up showmen in Congress and not give woi’kers a fair chance.” Sen. Hunt (D-Wyo.) feared showing Senators in action would “cause big turnover in Senate membership.” “It would completely ruin the Senate,” said Sen. Benton (D-Conn.). Joseph M. Nassau, 48, broadcasting pioneer identified many years with Philadelphia stations, latterly president of WAEB, Allentown, died suddenly Sept. 1 of heart attack.