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'SPONSOR
5 NOVEMBER 1962
Tv's challenge to the ANA
► Association represents $1 billion in tv billings
► 46 of top 50 tv advertisers are ANA
► Hot Springs meeting to discuss unions, copy
► But larger tv issues loom on ANA horizon
This coming Thursday morning the largest, most potent group of tv sponsors in America is assembling at the Homestead in Hot Springs, Va.
The occasion is the regular fall (closed) meeting of the Association of National Advertisers and more than 400 blue chip accounts will be represented in the Dominion Room when ANA Chairman John S. Veckly of U. S. Steel opens the proceedings.
Like other ANA get-togethers, the three-day session will deal with a variety of problems — manpower, government controls, agency relations, marketing, research, advertising's image, and the ANA's famed "Project X" as well as certain specific tv subjects such as commercials, talent union negotiations, advertiser responsibilities and videotape.
In the opinion of influential ANA members with whom sponsor has talked recently, however, the entire subject of tv looms far larger on the ANA horizon, and presents a far greater challenge to present and future Association statesmanship than might be gained from a quick glance at the fall meeting agenda.
This year, as a service to the ANA and to the industry, sponsor is presenting a special pre-meeting analysis of the unique position
SPONSOR/5 November 1962
which the ANA holds in relation to tv, and of the difficult tv questions and problems which national advertisers may be facing.
Tv and national advertisers. Though the importance of tv as a national advertising medium is generally recognized, the facts about tv's dominance bear repeating.
According to a survey made by TvB of 1961 expenditures, the top 100 national advertisers spent more money in net and spot tv than in all other media combined (tv 56.2%, magazines 20%, newspapers 17.2%, outdoor 3%, business publications 2.8%, farm 0.7%) .
Each of these 100 giant accounts had ad budgets of over $5.4 million last year, and all but three (two liquor companies and an airline) used tv in some form.
Eleven of them, headed by PkG with its whopping $108 million tv expenditure, spent over 90% of their budgets in tv net and spot.
Beyond question tv has emerged overwhelmingly as the No. 1 medium of national advertising, and a study of media records going back as far as 1935 reveals that, even in pre-tv days, no other national medium ever held such a commanding lead over its competitors.
Tv and the ANA. With more than 700 member "accounts," the ANA represents many kinds and
Veckly, Allport head ANA Current leaders <>l ANA are board chmn. John Veckly, advtg. dir. U. S. Steel (top) .nid Peter Allport, assn. pres.
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