M-I-C-K-E-Y M-O-U-S-E

The following is an article from Broadcasting magazine (dated April 15, 1963).


-Michael J. Ruhland


"Walt Disney's Mickey Mouse Club, which returned to the air last fall as a syndicated series after a three-year hiatus since the end of its network career on ABC-TV, is doing better in syndication than on the network, according to Vincent H. Jefferds, director of marketing for the character merchandising division of Walt Disney Productions. 'It is now on 80 stations,' Mr. Jefferds said 'and we except the number to hit 150 in the next two months.'


"One reason for optimism is a promotional film he has just completed to help the salesman of Buena Vista Distributing Co., Disney's syndication arm, tell the Mickey Mouse Club story. And as the film tells it, it's a pretty impressive story. Since last fall, when the series started, stations carrying the program have seen their audience rise 34.5%, on the average, for the time period over the figure for the previous year, with more than half of these stations (57%) of these stations standing in first place in their markets while Mickey Mouse Club is on the air.


"The stations which had already ranked first in their markets (48%) have not only kept top place but have boosted their ratings by 18.2%, the film states. Stations which were in second place (34%) moved into first with an average rise in ratings of 57.5%. Stations which had been in third place have moved up with an average rating increase of 171.4% over the preceding year.


"Mickey Mouse Club has attracted advertisers as well as the audience, according to the promotional film, which states: 'Many important sponsors have instructed their agencies to buy heavily wherever the show is placed.' The program's sponsor list includes Colgate, Post cereals, Nestle, Continental Baking, Sunkist, Kellogg, Coca-Cola, Seven Up, Cracker Jack and Malt-o-Meal, all the leading companies and Safeway and Kroger food chains.

"Quality Sells One reason for this top-drawer list is the quality of the program material, Mr. Jefferds explains. More then $16 million was put into the production of the 280 hours of Mickey Mouse Club shows which, after some editing from syndication, leaves enough for more than three years of programing on a half-hour a day, five days a week basis. And he noted new material is being added and interspersed with the original content, so 'if we wanted we could go on forever.'

"Another reason is the program's merchandising adjuncts, available to 'substantial sponsors who commit for at least 26 weeks.' Using Kroger as an example, the film shows window and interior display sheets featuring Disney characters, special Mousketeer Club trading stamp books for the youngsters who collect their own stamps, Mousketeer hats redeemed for Kroger bread wrappers, Disney characters in peanut butter and jelly glasses, family contests with trips to Disneyland as prizes, character cut outs and records shelf talkers and counter displays.


"Merchandising assistance is available to stations as well as advertisers, Mr. Jefferds says. Personal appearances of Chief Mousketeer Jimmy Dodd, the kids and the Disney characters can be arranged to help launch the broadcasts, their sponsorship or to help jack up the ratings where they are below the national average. There is a heavy demand for Disney merchandise he reports noting that from a slow start in the fall, orders for Mousketeer hats.      


"Half of the stations start the Mickey Mouse Club at 5pm., with 30% starting before then (mostly at 4:30pm) and the remainder after 5 (chiefly 5:30pm) Outside the U.S., the series is 'doing great' where there is open coemption, but it has been impossible to clear time for 2 1/2 hours a week in countries where tv is government controlled, Mr. Jefferds said."