Youth and Marketing
[Re: TV Sponsorship of NCAA College Football for 1966][Re: TV Sponsorship of NCAA College Football for 1966]
Abstract
Letter from M.C. Roemer of RJR to Robert Meyner, Cigarette Advertising Code Administrator, requesting determination that buying sponsorship of NCAA college football for commercials will not violate the Cigarette Advertising Code. Indicates commitment is for 15 Saturday afternoon games. Gives audience profile by age and sex, including 19% audience under 17. Claims NCAA games are viewed by fewer young people age 18 and under than either the NFL or AFL professional football telecasts.
Fields
- Notes
Original document code was 1013.
- Company
- R.J. Reynolds Tobacco Co.
- Minor Subject
- Advertising and Marketing -Cigarette Advertising Code
- Advertising and Marketing -event sponsorship --sporting event
- Advertising and Marketing -radio/tv advertisement
- Advertising and Marketing -target market --young adult (18-24 years old)
- Tobacco Industry -marketing policies --youth
- Youth (<18 years old) -advertising and marketing --cigarettes
- Youth (<18 years old) -data
- Advertising and Marketing -event sponsorship --sporting event
- Author
- Roemer, H C
- Target Market
- Young adult
- Youth
- Major Subject
- Advertising and Marketing
- Youth
- Copied
- Gray, Howard
- Marketing Type
- EventSpon
- TVAd
- Recipient
- Meyner, Robert B. (former NJ governor)Defense
Document Images
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October 21, 1965
(Letter I/o. 2)
The Honorable Robert B. Maynar
Administrator
Cigarette Advertising Code, Inc.
S1'Madiaon Avenue
Nen York, ltess York 0010
Dear Qoveraor Msyoer:
This will confirm my telephone conversation yesterday with
Hr, larley in whicb I informed him that we were contemplating
th, purchase of a onesixtb televisi.oo sponsorship of NCAA College
lootball for 1966.
The commitmeat would be fqr three coamercial minutes in each
of 15 Saturday afternoon games (a combination of national end
regional games) to be telec~vst "live" to a prime television
r audience.
ti:s bav: been furnished the following audience profile data
for the 1964 swwns
lien 18 Yr. + 4loacea ].8 Yr. + Under I Yrs, ;
Composite Avg. 58% 23% 19%
Oc t./Nov. /Dec .' 64 1 --- 81%
- ----~
I sim informed that the avere.g* percentage of viewers under 17 yexrs
of age for prime network tiw is 29%. which of course contrasts with
tbe 19% figure shown above.
It sbocsld be pointed out that ®ost of the games will originate
from college stadiums. Soneever, our interest iu strictly in prime
sports television entertainment for a predominantly adult, e,aale
audience.
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The Honorable Robert B. Meyner--2 October 21, 1965
I acc also informed that the NCAA games are viewred by fewer
young people age 18 and under than either the 'NFiM or AFL professional
football telecasts.
The sponsors of the llCAA football telecasts for 1965 are
Chrysler, Texaco, Gillette, Goodyear, United tiirlinea and RCA.
The sponsors so far lined up for 1966 are Goodyear and Texaco.
We should appreciate a determination from you that our
sponsorship of NCAA College Football for 1966 Mould.uot violate
the standards of the Cigarette Advertising Code.
Sincerely yowrs,
H. C. Roemer
Associate Counsel
NCbt: efs
AIR MAIIL
bc: Mr. Howard Gray
