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Wednesday, May 25, 1955 41 ^ ^ ETHEL: You didn’t ask the price: LUCY: Ethel, you don t ask the price in a place like this. '.CS^r ■ *■ V*** - ETHEL: YOU don’t ? LUCY: Of course not. You wait till they turn their backs -and then you sneak a look, at the price tag. / From the February 28 th broadcast of I LOVE LUCY over the CBS Television Network If there are still some advertisers who are intimidated by o television’s dimensions, we’d like to put them at their ease. . . » Despite the obvious impact of* the medium, its .tremendous audiences, and -its hold on the attention of the average family \ for over five and a half hours a day,, today’s television advertiser is a shrewd shopper. c He wants to know if he is getting consistent, cumulative sponsor identification. He’s no longer dazzled by mere size of audience. Like any other shopper who likes to know what things cost, he looks very sharply at television’s price-tag —its cost per thousand customers reached. And the values of television easily bear inspection. The average cost of reaching customers with an advertising , * ■* u • - . . - , » * message.on. network television is $1.23 per thousand. w* This is at least 54% less than any combination of printed media would cost to deliver a message to the same number * p of people. And television reaches larger audiences than any other mass advertising medium. We’d also like to report that, the average cost per thousand is 8% lower on CBS Television than on any other network. More viewers for less money is implicit in the cost of an * advertiser’s message on CBS Television-a price-tag that is » manifestly attractive to advertisers since they commit more . ♦ of their advertising investment to CBS Television than to any other single medium in the world. CBS TELEVISION