Television digest with electronics reports (Jan-Dec 1953)

7 Network Accounts: Value of TV advertising is clearly shown in NBC research study, Why Sales Come in Curves, based on 10,000 interviews in Quad City TV market (Davenport, Ia.-Moline-Rock Island-East Moline, 111.), released this week and available from NBC. It showed these results: (1) When customers begin viewing TV, they also start buying products advertised on TV. (2) When customers switch brands, they switch to those they’ve seen on TV. (3) When an advertiser goes off TV, buying of his product drops appreciably. Total of 42 TV-advertised and 44 non-TV-advertised brands was studied. Interviews in market with 2 stations receiving all networks (WOCTV, Davenport & WHBF-TV, Rock Island) were conducted in 2 waves — in Feb. 1952 and 13 weeks later in May. Those interviewed were asked the same questions on buying and TV program viewing, and results were correlated to determine any changes in buying and viewing habits and relation between the changes. Actual sampling and field work were done for NBC by W. R. Simmons Research Inc., New York . . . Pepsi Cola to sponsor Pepsi Cola Playhouse, starring Arlene Dahl as hostess, beginning Oct. 2, on ABC-TV, Fri. 8:30-9 p.m., thru Biow . . . Lady Esther Co. (cosmetics) to sponsor Ezio Pinza comedy, I Bonino, alt. weeks with Dunhill Cigarettes, beginning Sept. 12, on NBC-TV, Sat. 8-8:30 p.m., thru Biow . . . American Tobacco Co. (Lucky Strike) to sponsor Danny Thomas Show every week, rather than alt. weeks as originally anticipated, beginning in fall, on ABC-TV, Tues. 9-9:30 p.m., thru BBDO . . . Old Gold to sponsor new Fred Allen quiz, Judge for Yourself, which replaces Herb Shriner’s Two for the Money, beginning Aug. 18, on NBC-TV, Tues. 10-10:30 p.m., thru Lennen & Newell; Old Gold moves Two for the Money, beginning Aug. 15, to CBS-TV, Sat. 9-9:30 p.m. . . . Duffy-Mott Co. (fruit juices) to sponsor dramatic series Jamie, alt. weeks, beginning Sept. 28, on ABC-TV, Mon. 7:30-8 p.m. thru Young & Rubicam. National advertising on TV increased 6% from April to May, and 25% from May 1952 to May 1953, reports Printers Ink in its general index of national advertising. At same time, radio advertising dropped 3% from April to May, but was 2% higher in May 1953 than May 1952. Although TV showed highest increase over last year, all other media were on the rise too, with advertising expenditures in May 1953 some 17% above May 1952. National advertising, says magazine, is running 8% ahead of record 1952, promises to reach close to $8 billion for 1953. Useful reference work for just about everybody connected with advertising and TV station operation is Television Advertising & Production Handbook (Crowell, 480 pp., $6), edited by Irving Settel, merchandising & promotion consultant to DuMont, and Norman Glenn, publisher of Sponsor Magazine, containing sections by 17 leaders in TV, advertising and merchandising. Test of closed-circuit local origination with community antenna system employing borrowed camera chain, was conducted June 27 by Trans-Video Corp., Pottsville, Pa. Half-hour show included talks by mayor, city council members, chamber of commerce officials, officers of National Community TV Assn., interview with soapbox derby winner, 4-piece orchestra, etc. System manager Frank Waters reports excellent results technically, enthusiastic reaction from subscribers. New community antenna system in Clarksburg, W.Va., to be operated by Whitney Jerrold group (Vol. 9:4-5), will get underway shortly. Operators have succeeded in formidable job of pacifying aged Cecil B. Highland, publisher of local Exponent and Telegram, bitter TV-radio opponent; fight was reported in Feb. 2 Time Magazine. Siaiion Accounts: General Teleradio v.p. James Gaines is going ahead with his long-planned “Double Exposure” sponsorship plan (Vol. 9:20), whereby network sponsors can place their half-hour films on WOR-TV for free repeats same week, thereby giving that independent station chance to sell adjacencies to same or other sponsors as well as balance its program fare. Starting Sat., July 18, WOR-TV will repeat Man Against Crime (Camel) at 9:30 p.m., Inspector Mark Sabre (Bayer Aspirin) at 10; and it’s planned to carry Sky King (Peter Pan Products) and 3 other children’s shows on same basis Sat., 5-7 p.m. Says ex-NBC v.p. Gaines: “By trading top-caliber programming for time, we will enable WOR-TV to present better programming, in addition to solving the here-todaygone-tomorrow dilemma facing many sponsors who get but one crack at an audience with their high-cost shows . . . Sherwood Brothers (paints) and Betholine-Sinclair dealers (gas & oil) assume sponsorship of This Is Your Zoo, locally produced on WAAM, Baltimore, Thu. 7-7:30 p.m. . . . Among other advertisers reported using or preparing to use TV: Hosid Products Inc. (Glamur rug & upholstery cleaner), thru Barlow Adv. Agency, Syracuse; Allen Products Co., (Alpo dog food), thru Weightman Inc., Philadelphia; Arthur Guinness & Sons Co. (ale), thru Hewitt, Ogilvy, Benson & Mather, N. Y.; Country Home Bread, thru Edward Graceman & Assoc., Hartford, Conn.; International Milk Processors Inc. (Med-O-Milk canned milk), thru John W. Shaw Agency, Chicago; Martnat Packing Co. (Big Time dog food), thru Cox Agency, Columbia, S. C. Commenting on Skiatron’s fee-TV demonstrations (Vol. 9:24) and subscription TV in general, June 20 Motion Picture Herald editorializes: “The interests of fee TV and theatres, by nature, are diametrically opposed. Exhibitors should and must fight it like the plague . . . That fee TV adherents will fight theatres for product with all their resources is indicated by the nature of Skiatron’s test film program. In what is supposed to be a typical American home scene, the program asserts that going to the movies is too expensive, that it is too hard to park, that baby sitters are hard to find, that youngsters in the family want to tag along and — as a last straw, want to eat too much expensive popcorn!” Note: NARTB recently announced new membership of its Subscription TV Study Committee: Paul Raibourn, KTLA, Los Angeles, chairman; Clair McCollough, WGAL-TV, Lancaster, and Ward L. Quaal, WLWT, Cincinnati. Quaal replaces Henry W. Slavick, WMCT, Memphis. Several weeks ago Zenith refused to cooperate with committee, assailing Slavick’s “openly expressed opposition to subscription TV.” Public reaction to fee-TV tests conducted recently in New York by Skiatron (Vol. 9:24) shows 93.6% of observers willing to pay for “outstanding programs of types not otherwise available,” according to Skiatron president Arthur Levey. He reported that analysis of 1000 questionnaires showed 83.1% willing to pay for hit Broadway shows, 78.9% for new feature movies, 58.7% for educational courses, 56.4% for top sports, 53.7% for opera, 29.6% for children’s programs. Clarifying Skiatron’s estimate of cost of boxoffice TV service, if approved by FCC, company official T. J. O’Brien says it would cost $5-$10 to put decoder in subscriber’s home, but it hasn’t been decided whether subscriber or company would bear cost. Then, customer would make advance deposit of $10 for month’s programs, pay only for programs thereafter. Another community antenna system proposing to originate own programs in addition to pickups of WRGB, Schenectady, is Green Mountain TV Corp., Burlington, Vt., which has purchased 2 DuMont chains with vidicon cameras. Others experimenting with local originations are in Florence, S C. and Oil City, Pa. (Vol. 9:23).