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-SPONSOR-SCOPE
Continued
Looks like all of the big five in gasoline-oil distribution will have network tv going for them during the last 1962 quarter.
I he extent of their participation:
.Mobil (Bates I : two minutes a week on four ABC TV nighttimers.
Texaco I B&B I : a total of 34 commercial minutes for the quarter on four NBC TV shows.
Shell I OBM I : participations in CBS Reports, Dobbie Gillis, Fair Exchange and the Alfred Hitchcock Hour.
Humble (McCann-Erickson) : a quarter of the NCAA games on CBS TV.
Gulf (Y&R) : a likely combination of news and sports. Final decision is expected this week.
For an insight as to tv's potency in piling up billings from the makers of packaged or bottled goods, make note of this fact: 24 of them spent over S6 million for the firet six months of 1962 in time alone, and that takes in network ami spot.
This lineup of better than $0-million tv time spenders, as compiled for SPONSORSCOPE l>\ TVB and with L\A-BAR and Rorabaugh as the sources, is as follows:
Procter & Gamble
$56,829,275
Kellogg
$9,242,117
Lever Bros.
23,872.168
Philip Morris
8,798,015
Colgate
23,472,454
Miles Labs
8.722.3!::;
General Foods
21,355.122
Liggett & Myers
8.291.794
Amer. Home Products
20,793.72 1
Corn Products
8,072,670
Bristol-Myers
16,343,409
Campbell Soup
7,325,991
R. J. Reynolds
13,565,340
William Wrigley
7,204,000
Lorillard
13,175,069
Brown & Williamson
7.110.032
Alberto-Culver
10.910.462
Beech-Nut
6.801. :,22
General Mills
10,094,439
American Tobacco
6,636,557
Gillette
9,980,990
Sterling Drugs
6.510.618
Coca-Cola Bottlers
9,455,323
Standard Brands
6,184,853
Here are those whose gross expenditures for time were over $5 million: National Dairy $5,933,098 Warner-Lambert 397,961
National Biscuit 5,922,339 S. C. Johnson 5,288,914
J. B. Williams 5,733.979 Scott Paper 5,265,399
The Discovery series has. been divorced by ABC T\ as a participation combination wi.h American Newsstand.
Under the previous arrangement advertisers could rotate in both strips, but now the buy is to be made in each separately.
Post Cereals (B&B) last week picked up three weekly commercial minutes in Discovery, leaving only three of the available 25 minutes unsold.
Discovery runs 25 minutes per day and Newsstand, five minutes.
Judging from random ratings, football this fall is on the way to setting viewing records for the tv networks.
The National Football League la>t year started off with an average Arbitron of
13.2. This time the average rating came out 14.5. For the parallel period the NCAA opener jumped average-wise from 5.0 to 6.4.
NBC TV has put a package tag of 3750,000 on its four-shot Communist documentary series.
The group will consist of three one-hour shows and one 90-minute telecast, or a total of 27 commercial minutes, which would bring the whole thing in at $28,000 a minute.
SPONSOR 1 OCTOBER 19