U. S. Radio (Jan-Dec 1961)

AUTOS, FOODS SPARK FALL PICK-UP Autos Oldsmobile: 10-11! spots per week; 150-200 si; n ions; 50 markets (including 28 zone office cities) ; three weeks beginning September 18; modest schedules in smaller markets. Agency: D. P. Brother, Detroit. Chevrolet: Three phase campaign; 1) announcement, 400 markets. 10 spots per week for three weeks, 6 per day for one wek; 2) 23-week campaign begins October 2 in 23 specialized markets; 3) 44-week campaign October 2 in key markets. Agency: Campbcll-Ewald, Detroit. Dodge: Campaign begins September 14. Agency: BBDO, Detroit. Ford: Minnie announcements debut in October; number of markets equal last year. Agency: J. Walter Thompson, New York. Studebaker: Campaign will utilize network radio; October kickofl in approximately 165 network markets; spol radio may supplement network in selected market areas. A^cmx: D'Aux. Xew York. Plymouth: Weekend radio plus weekday a.m. and p.m. drive limes; campaign starts Septembei 28; 200 stations; 50 markets; minute spots; three-week campaign. Agency: N. W. Ayei t Son, Philadelphia. Auto Accessories AC Spark Plug: "Blitzes" planned lot 1962 to concentrate on problem areas, build extra sales in others. Agency: D. P. Brother, Detroit. Guardian Maintenance: Spots for 1962 will be purchased in 75 top radio markets; 10-12 spots per station; two to three stations per market; campaign will run 30 weeks total. Agency: D. P. Brother, Detroit. Harrison Radiator: Plans for 1962 call for schedules 9 to 12 weeks; 98 important air conditioning markets; two to four stations per market; afternoon traffic times. Agency: D. P. Brother, Detroit. Wilshire Oil Co.: Last year's outdoor budget, $270,000, entirely switched to radio this year; summer campaign expected to be renewed through the end of the year; sports and news programs; California distribution. Agency: Doyle-Dane-Bernbach, Los Angeles. Pure Oil: Traffic minutes and 30s; fall campaign will run 7 to 9 weeks; budget, markets equal last year. Agency: Leo Burnett, Chicago. Foods Beech-Nut Baby Foods: Spot radio being tried this year in a number of markets; frequencies sporadic. Agency: Young & Rubicam, N.Y. Kraft Foods: Three-week campaign for Cracker Barrel brand cheese; September 15 start; 60s and 30s in top 20 markets. A 16-week drive for Kraft mayonnaise ends October 31. Agency: J. W. Thompson, Chicago. Swift margarine: Four 13-week flights start this fall; day and afternoon minutes; budget equal to 1960. Agency: Leo Burnett, Chicago. Great Western Foods (Ranch Style beans): September 26 start in 35 markets; campaigns will run 39 weeks using former print money; housewife and drive-time minutes. Agency: Jack T. Holmes, Dallas. Hormel: Biggest expenditures in expanded budget reported going to radio for fall; September start will run for 26 weeks; morning and late afternoon minutes for meats, canned goods. Agency: BBDO, Minn. Others Norelco: Heavy spot radio saturation planned for pre-Christmas drive for electric shavers: total number of markets rumored above 100; dealer tie-ins; four weeks. Agency: C. J. LaRoche, New York. Dulany frozen foods: Heavy southern campaign kicks off in October; 15 markets; agency sent three buyers to south for three weeks to visit every station on the schedule. Agency: Smith / Greenland, New York. For other spot buys, see Timebuys, p. 14 general, and spot radio in particular, will be lifted into solid prosperity. Two important trends in radio buying emerge directly from the economic upswing. First, if auto sales jump significantly alter new models come out this month, radio schedules will be hypoed and probably continue beyond announcement time. Auto makers are anxious to put the 1962 model year down as the biggest in automotive history. Second, the easing of economic pressures in other industries has already created new budgets for radio campaigns both national and regional. Most of these new monies have come from advertisers who have not used radio before. In some cases the money lor radio was lilted from other media. But even more significant is the tendency by most to increase advertising budgets to buy radio. This reflects a general optimism on the part of advertisers who show by such action that they are not buying radio as a temporary "economical" substitute for more expensive media. Radio will continue as an integral force in advertising campaigns. Two important developments within the radio business itself have sparked major interest in the medium by advertisers. The results will mutually benefit both advertisers and broadcasters for years to come. The most recent of these developments is a breakthrough in radio audience measurement that provides a sharp profile of great numbers of listeners. It arises from a series of surveys taken by Alfred Politz Media Studies for five stations represented by the Henry I. Christal Co. The studies differ from the more conventional practice of tabulating audience size for program ratings in two ways. First, they document the dimensions of the radio audience generally, and by coverage rather than metro area. Second, they provide a qualitative as well as quantitative interpretation to audiences because they are concerned with individuals rather than households. Agencies have sought audience research of this nature for years. Another recent development that 28 U. S. RADIO/September 1961