Television digest with electronic reports (Jan-Dec 1953)

7 Elation A'S&UIlSs: Rep Edward Petry & Co. has just released brochure titled Airline Advertising Airborne, via Spot TV, analyzing huge increase in TV spot usage by airlines. Sponsoring airlines up from 5 in 1950 (Delta, Eastern, Piedmont, United, Western) to 17 currently — namely, the foregoing plus Capital, Colonial, Continental, North American, Northwest, Pan American, Chicago & Southern, El Al, Frontier, National, Skycoach, West Coast . . . Canada Dry Ginger Ale Inc., through CBS-TV film sales div., has contracted for 52 weeks of westerns titled Annie Oakley to be produced at Gene Autry’s Flying A Pictures ranch in California at reported cost of $27,500 each, with Gail Davis as heroine; more than 50 stations will be used, starting next Nov., thru J. M. Mathes, N. Y. . . . Peter Paul’s Inc. (Mounds & Almond Joy candies) resuming TV-radio spots this fall, thru Maxon Inc., N. Y. . . . Alfred Dunhill of London Inc. will use TV-radio with other media in $250,000 campaign Sept. 10-Nov. 29 for its Denicotea cigarette holders, thru Lawrence C. Gumbinner Adv., N. Y. . . . 20th Century-Fox buys 156 spots, various participations and guest appearances on WNBT for Sept. 20-Oet. 10 buildup of its Cinemascope production of The Robe . . . American Viscose Corp., to promote Minifil rayon yams, is providing its retailers wdth kits containing TVradio scripts; agency is Hirshon-Garfield, N. Y. ... Of 79 sponsors of Guild Film Co.’s Liberace, 32 of them banks, most unusual is Boise ldoiho Daily Statesman, via KIDOTV . . . Among other advertisers reported using or preparing to use TV: Cott Beverage Corp. (soft drinks), thru John C. Dowd, Boston; Armstrong Rubber Co., thru Biow, N. Y. (formerly handled by Maxon Inc., N. Y.); Griest Mfg. Co. (sewing machine attachments), thru Cunningham & Walsh, N. Y.; Ex-Lax Inc. (laxative), thru Warwick & Legler, N. Y.; Piel Bros. (Piel’s beer), thru Young & Rubicam, N. Y.; General Cigar Co. (Robt. Burns cigars), thru Young & Rubicam, N. Y.; Climalene Co. (cleaning preparations), thru W. S. Hill Co., Pittsburgh; Ivano Inc. (sponges), thru Arthur R. MacDonald, Chicago; Perfect Plus Hosiery Mills, thru Arthur Meyerhoff, Chicago; II. Hiks & Son (fruit baskets & food packages), thru Steiner, Towers, Dobrin & Kaus, N. Y.; Figaro Co., Dallas (barbecue sauce), thru Hepworth Adv., Dallas; Detroit-Michigan Stove Co. (Detroit Jewel ranges), thru BBDO, Detroit; House of Worsted-Tex, Philadelphia (suits), thru Hirshon-Garfield, N. Y.; Pillsbury-Ballard div. of Pillsbury Mills (Ballard oven-ready biscuits), thru Campbell-Mithun, Minneapolis; Boscul Co. (tea & coffee), thru Wm. F. Scull, Philadelphia; Southland Coffee Co., Atlanta (Bailey’s Supreme coffee), thru Donahue & Coe. Neiwork Accounts: afl and cio will get together for joint sponsorship of ex-President Truman’s Labor Day address from Detroit Sept. 7. NBC-TV and ABC-Radio will carry speech live, 1:30-2 p.m., NBC-Radio will rebroadcast it 10:30-11 p.m. . . . General Electric (appliances) to sponsor new situation comedy, Meet Mr. McNutley, on CBS-TV, starting Sept. 17, Thu. 8-8:30 p.m., thru BBDO . . . Sp^jdel Co. (watchbands) to be co-sponsor, with American Tobacco Co. (Lucky Strikes), of new Danny Thomas show Make Room for Daddy on ABC-TV, starting Sept. 29, Tue. 9-9:30 p.m., thru Sullivan, Stauffer, Colwell & Bayles . . . Quality Importers Inc. (Welch’s Wine) to sponsor quiz show On Your Way on DuMont, starting Sept. 9, Wed. 9:30-10 p.m., thru Monroe Greenthal Co. . . . Simmons Co. (Beautyrest mattresses) and International Silver Co. (sterling) to co-sponsor My Favorite Husband on CBS-TV, starting Sept. 12, Sat. 9:30-10 p.m., both thru Young & Rubicam . . . General Foods (Maxwell House coffee) renews sponsorship of Mama, on CBS-TV, starting Sept. 4, Fri. 8-8:30 p.m., thru Benton & Bowles . . . Procter & Gamble (Tide detergent) moves On Your Account on NBC-TV, starting Sept. 21, from 4-4:30 p.m. to 4:30-5, thru Benton & Bowles. THE CANADIAN advertiser “must constantly bear in mind the proximity of many American TV stations and the readiness of Canadians to avail themselves of American programs. The magnetic appeal of good, accessible entertainment is proving irresistible to Canadians from Victoria to Kingston. Already a definite pattern is taking shape. Twice the number of Canadian eyes are presently on American TV as are on Canadian TV programs.” This from Television as a Medium of Canadian Advertising, 24-p. brochure just published by James Lovick & Co., Toronto agency. Since Canadians are being “indoctrinated” with U. S. television, agency says, they will have to be “won over from top-calibre U. S. network shows whose talent-dollar investment makes dizzying statistics.” Does this, then, mean Canadian advertisers should buy time on U. S. stations to reach Canadian audiences? With 2 possible exceptions, the answer is no, says report: WBEN-TV, Buffalo (Ch. 4), with its “surprisingly complete coverage of Toronto at a straight time cost of less than the cost of similar time on Toronto’s CBC-TV station”; KVOS, Bellingham, Wash. (Ch. 12), 30 mi. from Vancouver, which has geared its operations to offer Canadian advertisers at low cost the opportunity of reaching the most densely populated areas of British Columbia. As for WBEN-TV, definite barriers are (1) that advantageous time is hard to get and American talent is costly, and (2) the “intangible barrier” of a Canadian company using an American medium to sell Canadians. * * * * Canadian sponsorships are coming along nicely on CBC’s 3 stations, only ones in Dominion as yet, reports Sponsor Magazine, which estimates 30% of population already TV-served and quotes CBC chairman A. D. Dunton as predicting that by 1954 Canada should have at least 22 stations covering about 75% of population. U. S. brand names dominate sponsor list. For example, program sponsors include Ford, Frigidaire, Bristol-Myers, Chesebrough, Schick, Gillette, Philco, Remington Rand, as well as Addisons Ltd., British-American Oil, Imperial Oil, Canadian Westinghouse, Canadian Admiral, London Life Insurance Co., Maple Leaf Milling, Northern Electric, Canadian Starch, Canadian Structural Steel, Labelle Forrure Ltd., and Dominion, Molson’s & Dow’s Kingsbeer breweries. Among spot users: General Foods, Bulova, S. C. Johnson, Buick, Studebaker, Seven Up, General Motors, Salada, Shell Oil, RCA, Revlon as well as Canada Bread Co., Imperial Tobacco Co., Moffats Ltd., Phillips Industries, Gattuso Olive Oil Corp., Guardian Trust Co., Savon Campeau Soap, Bradings Brewery. And Sweet Caporal (cigarettes) is latest Canadian sponsor to go spot on all 3 CBC stations, has ordered 15 films from Robert Lawrence Productions. New CBC Rate Sheet No. 4, effective Sept. 1, establishes Class A, B & C rates for its 3 stations now operating, also fixes rates on 3 new stations due on air soon. CBLT, Toronto (Ch. 9), has $750 per hour, $450 half hour, $300 quarter hour A rate; CBOT, Ottawa (Ch. 4), $150, $90 & $60; CBFT, Montreal (Ch. 2), $490, $294 & $196; CKSOTV, Sudbury, Ont. (Ch. 5), due in early Sept., $120, $72 & $48; CPFL-TV, London, Ont. (Ch. 10), due in Nov., $160, $96 & $64; Vancouver, B. C. (Ch. 2), due in Nov., $160, $96 & $64. Class B time (5-6 p.m., Mon. thru Fri., 1-6 p.m. Sat. & Sun.) is 75% of Class A, and Class C (all other times) is 60%, with frequency discounts of 2(4 % for 1325 times; 5%, 26-38 times; 7%%, 39-51 times; 10%, 52 or more times. Interconnection charges range from $120 an hour for Buffalo-Toronto to $280 for Buffalo-TorontoOttawa-Montreal.