Weekly television digest (Jan-Dec 1961)

14 JULY 3, 1961 Fall TV Costs Rise: Next season’s prime-time network TV shows will cost advertisers 2-6% more than they did this past season, according to a new Sponsor report. Analysis of production-talent costs on a weekly basis revealed that crime-suspense shows, up 2.4% in average cost, will get the largest share of advertiser dollars, followed by situation comedies (costs up 18%), and Westerns (costs up 6%). Here’s the cost breakdown of this fall’s weekly $6. 8-million outlay for programs: Adventure: 30-min. shows (there’ll be 5) average $33,G00 each, while the 60-min. type (6) average $90,500. Anthologies: The three 30-min. dramatic shows average $51, GOO apiece; the 60-min. shows (5) average $79,600. Comedy : Four half-hour shows average $60,600. Situation comedy: All 30-min. long, the 23 programs in this group average $45,000. Crime-suspense: 60-min. shows (16) will average $92,600. There’s only one 30-min. show in this category. Music: Sing Along with Mitch will cost about $70,000 weekly; Lawrence Welk about $45,000. Public affairs: 30-min. shows (4) average $27,500. CBS Reports, the only 60-min. show, will cost $50,000. Panel quiz: 30-min. programs (4) average $26,600. Sports: Fight of the Week will cost $45,000 weekly; Make that Spare $15,000. Variety: 60-min. type (6) average $128,600. Westerns: The 10 hour-long shows in this group will average $82,000. The 30-min. shows (4) average $47,200. TvB’s Penn State Study: Because “most mass-communica tions research is inadequate, limited and superficial,” TvB has been involved for the last 2 years in a 2-pronged, and as yet unsuccessful, search for a realistic method of ad media measurement. In a brochure published last week, the Bureau revealed the findings, to date, of a Penn State University team commissioned by TvB to study research problems: (1) “Perhaps the most important finding is the realization that the problems are intertwined with those of almost every field.” (2) Closed-circuit TV provides a new way to accelerate research by making it possible to study many things simultaneously. (3) Many previous tests are misleading because they failed to fit the medium used. (4) Previous studies combined advertising, the medium and the audience, thus making it impossible to discern which factor was responsible for the result. Effective research techniques, according to the study findings, would include: (1) More systematic study of the effects of communication variables and conditions of use in terms of desired objectives. (2) A more thorough definition of such variables & conditions. (3) Development of reliable & valid criteria for evaluating results of the experimental comparisons. (4) Designs which “make it possible to study the interactions among variables, opposed to keeping all variables constant but the one being studied.” The 2nd phase in TvB’s exploration is now closed. This was the competition to find exceptional plans in the field of TV research — a contest to “stimulate the scientific community, irrespective of field, to focus attention on the challenging problems of mass communication.” More than 150 original plans were received, said TvB. They are now being evaluated; outcome will be made known this fall. ■ Drug Firms Cited: Two N.J. drug firms — Zenith Laboratories Inc., Englewood, and Kemworth Laboratories Inc., Orange— have been accused by FTC of misrepresenting their “quality control” systems in advertising. In addition, Zenith was cited for allegedly false claims for capsules. It’s Lestoil for Zsa Zsa: But of course, Dah-leenk, Zsa Zsa Gabor will be selling “Sparkle Scent Lestoil” in a 13-week spot-TV campaign scheduled to start this week (July 3) in 75 major markets. Who else? Naturally, Dah-leenk, Zsa Zsa won’t actually be seen using Lestoil. She’ll sweep around her N.Y. mansion in a $1,500 Marusia creation, complaining that “woman’s work is never done,” but anything so un-Gaborish as dish-washing will be done on camera by a staff of household domestics. Copy & production for the new Lestoil commercials was handled by Sackel-Jackson, Lestoil Products’ agency, and the series was produced by Filmways. Lestoil is no longer spot-TV’s biggest spender; P&G is. However the cleanser firm has budgeted $3.5 million (71% for spot TV) to backstop “Sparkle Scent Lestoil,” and another $3.5 million (100% in spot TV) is allocated for a later campaign for “Pine Scent Lestoil.” Lately, according to Sackel-Jackson media vp Len Tarcher, Lestoil’s strategy has been that of “pulling out of those early-morning & latenight viewing hours in favor of buying high-rated adjacencies in both day & night programming.” By early autumn, Tarcher predicted, the Zsa Zsa campaign would cover “150 TV stations in Lestoil’s established 26-state marketing area.” Freberg’s Happy (Chinese) New Year: The spot TVradio, tongue-in-cheek commercials produced for Chun King Corp. by satirist Stan Freberg have boosted sales of the firm’s canned Chinese foods by 25% according to Chun King Pres. Jeno Palucci. Last week, Palucci decided to move into full-scale network advertising, and signed with ABC-TV for a 6:30-7:30 p.m. one-shot Stan Freberg special to be seen Sun. Feb. 4, 1962. The date, which at first glance looks arbitrary and unusually long-range, isn’t really a random choice. It is the eve of the Chinese New Year (4460 — the “Year of the Tiger”). The show will originate live in ABC-TV’s Hollywood studios. The program sale was made through BBDO. The Feb. 4 special will also serve as the kick-off for Chun King’s 1962 spot-TV campaign, again featuring commercials produced by Freberg Ltd. Updated Agency Guide Published: The 1961-62 Roster & Organization of the American Assn, of Ad Agencies, listing 338 member agencies operating 735 offices in 112 U.S. and 55 foreign cities, has been issued by AAAA, 420 Lexington Ave., N.Y. 17. The new agency total represents an increase of 25 since last year. They are located in 112 U.S. and 55 foreign cities. This is a record number for 4A, which handles “about three-fourths of all advertising volume in the U.S.” Included in the Roster are membership qualifications, agency service standards & standards of practice, and a statement of 4A aims. Adman Heads GOP Unit: Rep. Wilson (R-Cal.), 45, the only professional advertising man in Congress, has been elected House Republican Campaign Committee chairman. He replaces Rep. Miller (R-N.Y.), who now is GOP National Committee chairman. Wilson is a partner in San Diego’s Champ, Wilson & Slocum Agency. Storer’s New Regional Sales Offices: In addition to its N.Y. and Chicago offices (Vol. 17:6 pl2 & 16:50 pl2) Storer Television Sales Inc. has opened offices at 1018 W. Peachtree St. N.W., Atlanta 5; New Center Bldg., Detroit 2; 338 South Western Ave., Los Angeles 5, and Russ Bldg., San Francisco 4. Post Goes Higher: SatEvePost will raise its newsstand price to 20£ in mid-September.