"Sponsor Identification"

Buried in the latest "Trendex Report on TV Program Popularity" are some facts and figures that may start yet another huckstering trend in an industry already addicted to the worship of ratings. The shows that have the highest "sponsor identification" are the shows that have the sponsor's name in their titles. Exactly 87.3% of its admirers know that the Dinah Shore Chevy Show is designed to sell Chevies. The bankroll behind Kraft Mystery Theater is recognized by 84% of whodunit fans. But relatively few televiewers seem to know or care who puts up the cash for the highly rated horse operas. After Trendex-leader Gunsmoke goes off the air, only 45.6% of its fans know that Marshal Matt Dillon made his fast draw for L & M cigarettes; only 3.2% realize that he also works for Remington Rand. Only 16% of its followers know that the second-ranking western, Wagon Train, sometimes rolls along for Nabisco. All of which suggests not fewer westerns but fancier titles. Possibilities: Have Soap, Will Wash or Nabisco, Pride of the Plains.

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