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^ SPONSOR
27 JUNE 1 » 3 »
COSMETICS
TV'S
$126 MILLION
SWEETHEART
COTY GIRL (BBDO) demonstrates "French Spice" in tv commercials
^ Now the second largest industry in the tv medium, cosmetics and toiletries are lipping "59 ad budgets
^ Spot and net spending in first quarter show new. added stress in visual sellintj for non-vital beauty aids
^^s more consumer mone\ pours into non-necessities such as mascara, hand lotion and shaving talc — the romance heightens between television and the luxury classification of business known as cosmetics and toiletries.
Last year the Id major products identified broadh as cosmetics and
toiletries -pent $126 million on television, $46.7 and $79.3 million re>|>ec|i\e|\ on spol and network. This
year, observers within the industr)
document their optimistic ^ui'^ that
the total t\ investment will reach at least $1 Id million $96 million for network and $50 million for -pot. Here are reasons win the) predict
this upsurge in cosmetii spending:
• First quarter billing for spol is up from $11.5 million in 1958 t" $12.0 million this year and lii-t quarter billings an always considerably lower than second, third and fourth quarter spending bet ause of -mil seasonal item a deodorants, depilatories, sun tan lotions, colognes in spring and summer.
• Of nine major companies buj ing network television in 1958 a well a in the first quartet "t '59, eight ol these blue-chips are spending at a higher t\ rale than last J eai .
• I here ,i continuing trend t"i more national ad\ ei tisei !■• buj into spot t\ and network t\. In the past
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27 JUNE 1959
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