Word: sponsor
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Dates: during 1950-1959
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...Sponsor Crosby was busy making a movie, and, pleading lack of practice, did not play in his own tournament. In his place, Comedian Bob Hope happily hammed up the job of host, and got the tournament off to a relaxed start from which, as usual, it never recovered. When Orchestra Leader Phil Harris outdrove him, Hope glowered at his red-capped, red-socked opponent and tried some freestyle gamesmanship. "You've turned sober on me," he accused Harris darkly...
...proposed constitutional amendment regarding a change in the legal voting age is presently before a statehouse committee for consideration. The bill's sponsor, state representative Alexander J. Cella '51, says, "It has a good chance of passage." This is a long range forecast, however, as the legal process required for such an amendment includes the passage of the bill by two successive legislatures and a state wide referendum...
...alone, rating systems such as the Nielsen work the most ruthless tyranny in a nervous industry that looks to its audience for leadership instead of providing its own. As big-time TV enters its second decade, the ratings are more powerful, feared, hated-and needed-than ever before. The sponsor has always demanded omens that his money is well spent. With the money going ever faster (a weekly half-hour show can now cost a sponsor close to $3,000,000 for a 39-week season), he demands swifter omens of how his investment is faring. In 1956 sponsors dropped...
...Thousand Deaths." Almost as much as sponsor pressure, the telecasters can blame themselves for playing Frankenstein to the rating monster. It was the networks and the performers who began using the advertiser's yardstick to beat the drums of publicity, plugging ratings from whichever system made them look best and playing up rating feuds, e.g., CBS's Ed Sullivan v. NBC's Steve Allen on Sunday at 8 p.m. They made the rating seem even more potent than it really is-and believed the illusion themselves. Since NBC began trailing in the ratings, it has sensibly...
Ratings are also worthless as a guide to what the sponsor is really after: sales. I Lone Lucy was riding high when it was dropped by Philip Morris; it was evidently not paying off at the cigarette counter. Though virtually all automobile sales fell in 1956, high-rated Ed Sullivan's sponsor Mercury suffered a bigger decline than most. (Adman's rebuttal: Who knows how badly sales might have fared without Sullivan?) Arthur Godfrey argues that sponsors ought to judge shows by how the product is moving. But, say admen, most products are affected by too many variables...