08-28-86 Agenda & Packet - Laserfiche WebLink

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I i I 4 Leisurataluftplgest July 30, 1986 j Estimates of ad spending in the U.S. j PROM OT]O N S, this year have fallen slightly below I, earlier estimates.,.-_and conti.nue to be, _AiVERT1 S1 N G - glevels,-but -, - -" reevaluated at declining spending will exceed $101 billion, with I Sophisticated market-testing techniques national advertising at $57.1 billion are producing some sobering data on how and local advertising about $44.8 bil- consumers are/are not affected by ad lion, according to McCann-Erickson. { campaigns. The test, run in a specific "control" city (Sioux Falls, SD) , aimed Direct mail will grow the most (10%) to at package goods products by Proctor & $17 billion, with cable TV's 13% growth Gamble, Campbell Soup and General Foods. (to $720 million) another leader. Natl But a major preliminary finding--that tv ads of $8.6 billion represent a 4% more ads don't necessarily lead to more growth; spot tv market of $6 .5 billion sales--has perplexed the industry CN.Y. will be up 8%. Newspapers are expected Times, 7/24) . Content of ads appears to register a 4.5% increase in ads to to be more important than frequency; $3.5 billion; magazines will grow 5% to where ads appear is also important. $5.4 billion, and radio ads will climb 7.5% to $1.8 billion. * * * * * * * * AD NOTES IN BRIEF: Production costs of tv spot topped $100,000 for first time THEATERS) Con average) last year, says AdAge, up 29% Pennsylvania has signed a A U D S & ARENAS co-op ad program with USAir to boost leisure travel to 14 cities. Indiana- polis and Boston are first targets of Fans of top-drawing artists often are campaign. Promotion will feature "Visit frustrated by ticket distribution systems Pennsylvania Fairs, " and feature low but so is management. New York State, in USAir fares. Program is "first" for an arrangement with Ticketron, is trying state; it kicked off this month and to develop a fairer way to allocate tic- continues thru October CBS-TV kets, Variety reports. The system in- wants a corporate sponsor for next volves numbered bracelets given out on a New Year's Cotton Bowl coverage, on first-come/first-served basis before the which network lost $1 million this past time sales windows open. Tickets are al- Jan. 1. Current contract, worth $20 located on basis of bracelets distribu- million to Bowl, expires 1990. ted; the bracelets are not foolproof, and ways to get them off and sell them Behind all the flap over drop in TV ad to scalpers exist. System was used at tic- affect iconcert Damon . rates is agency/industry concerns over June 2 sale of Neil on their cut. Network rates had kets for his 8 SROs at Madison Square been jumping up 15%-20% a year, and the Garden. agency tate growth was following along. Now it's zero-growth, or worse. And Amusement Business did an overview sur- it's not just TV where rates are drop- vey of several performing arts venues, ping; big advertising companies are with mixed reports: the SF War Memorial forcing discounts in magazine ad charges Center is dark only at Christmas and New too. And again, agencies trail along. Year's, operating at 99% capacity in 3 Magazines are a distant second to TV in theaters; Calgary Center's 3 theaters ad revenues. The magazine publishing had nearly 800 event days in fiscal year industry is beginning to band together just ended; the Kennedy Center in D.C. to sell 'magazines' as a leading ad has 6 theaters of 2,759 to 120 seating, outlet; promotion expenses, according and is going to computerized ticketing to the Magazine Publishers Assn. , have in near future--no report on activity; gone up to 3.5% of revenues. about 90% of all performances at the * * * * * * * * San Antonio Majestic Performing Arts Magazine ad revenues thru May were up 5% Center are by touring groups. That con- over year ago to $2 billion; pages were trasts with Joliet (IL) Rialto Square down slightly. For May, revs were up 7% Theater, where 75% of events are local to $470.5 million, says Publishers Info productions. The Indianapolis Symphony Bureau in NY Ted Turner's Good- built its own facility, but Clowes Mem- will Games accomplished one breakthru: oriel Hall's business, surprisingly, the first American advertisement on Rus- increased about 300% in attendance and revenues after that, because of booking sian TV, and it was for Pepsi, the big- 1 gest sponsor of the coverage. dates the symphony had used for rehear- sals. * * * * ** * * 1