Sponsor (Oct-Dec 1962)
Reading and Downloading:
Record Details:
Something wrong or inaccurate about this page? Let us Know!
Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.
Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.
View OCR Text
We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
sizes of national advertisers, including a number of industrial firms whose budgets go largely into business paper and direct mail promotion.
But an analysis of tv expenditures by ANA members shows clearly both the importance of tv to ANA advertisers and, what is probably much more significant, the importance of ANA to the commercial tv industry.
According to TvB, national-regional expenditures for tv net and spot last year amounted to $1.3 billion, and sponsor estimates that of this totffl more than $1 billion was budgeted by ANA members.
Twenty-four of the top 25 tv advertisers in 1961 belong to the ANA (Liggett & Myers the only non-member) ; similarly 46 of the top 50 and 84 of the top 100 have ANA affiliations. (Of the 16 nonANA companies, three, Ford dealers, GM dealers, and Sears, are not eligible for membership because they are primarily retail.)
These 84 ANA members budgeted $927 million for tv last year, and it is estimated that at least an additional $75 million was appropriated by ANA companies not in the top 100 list.
The impact of this $1 billionplus investment by ANA members
in tv is further underscored by
look at basic tv industry economics.
Tv industry economics. Tv's
financial structure is entirely different from that of newspapers, magazines or even radio. Unlike the print media which derive some income from subscription, tv is entirely supported by advertising. And unlike radio, it is founded on a base of national and regional, rather than local ad dollars.
According to an FCC analysis, 82% of all tv time sales in 1961 were made to national and regional accounts.
It seems entirely fair to say the decisions of the ANA members who
Why tv is important to ANA and ANA is important to tv
Rank (1961 Tv expenditures)
Spot tv1 Network tv2 Total tv Rank (1961 Tv expenditures)
1.
Procter & Gamble
56,704,290
51,927,897
108,632,187
2.
Lever Brothers
18,976,870
28,761,548
47,738,418
3.
American Home Prods.
8,713,090
33,911,210
42,624,300
4.
General Foods
17,856,170
20,021,513
37,877,683
5.
Colgate-Palmolive
14,989,170
21,513,940
36,503,110
6.
General Motors
1,355,560
23,811,830
25,167,390
7.
Bristol-Myers
9,586,450
15,133,172
24,719,622
8.
R. J. Reynolds
2,299,740
21,740,922
24,040,662
9.
General Mills
4,272,080
19,017,741
23,289,821
10.
P. Lorillard
8,003,050
13,605,870
21,609,920
11.
Miles Laboratories
7,636,790
11,944,179
19,580,969
12.
Gillette
5,062,430
14,213,894
19,276,324
13.
Brown & Williamson
3,464,840
14,132,771
17,597,611
14.
Philip Morris
6,374,160
9,774,471
16,148,631
15.
Sterling Drug
3,008,580
13,073,366
16,081,946
16.
Kellogg
5,978,780
9,021,448
15,000,228
17.
Alberto-Culver
5,150,090
8,811,365
13,961,454
►18. Liggett & Myers
2,845,350
11,059,411
13,904,761
19.
American Tobacco
4,237,670
9,402,316
13,639,986
20.
S.C. Johnson & Son
1,060,500
12,520,530
13,581,030
21.
National Biscuit
1,529,570
11,362,302
12,891,872
22.
Coca-Cola/Bottlers
10,745,140
1,978,475
12,723,615
23.
^Com Products
6,126,570
6,583,819
12,710,389
24.
Warner-Lambert
4,183,090
7,538,138
11,721,228
25. Ford Motor
421,670 11,081,554 11,503,224
Spot tv1 Network tv2 Total tv
26.
William Wrigley, Jr.
10,098,750
1,018,800
11,117,550
27.
Campbell Soup
3,366,570
7,334,363
10,700,933
28.
Texaco
267,140
10,119,124
10,386,264
29.
Nat'l. Dairy Products
1,406,960
8,905,956
10,312,916
30.
J. B. Williams
537,810
9,367,727
9,905,537
31.
Pillsbury
2,049,150
7,671,862
9,721,012
32.
Standard Brands
8,752,320
532,360
9784,680
►33. Continental Baking
8,535,930
513,523
9,049,453
►34. Beech-Nut Life Savers
1,572,580
7,055,890
8,628,471
35.
Carter Products
3,872,170
4,294,668
8,166,838
36.
Ralston-Purina
1,959,940
6,153,180
8,113,120
37.
Nestle Co.
4,718,820
3,265,597
7,984,411
38.
Scott Paper
1,971,020
5,980,927
7,951,941
39.
Quaker Oats
2,754,440
5,078,006
7,832,4461
40.
Block Drug
951,910
6,876,717
7,828,627
41.
General Electric
1,503,080
6,080,992
7,584,072 ]
42.
du Pont
363,030
7,081,668
7,444,69? 1
43.
American Chicle
2,549,530
4,532,730
7,082,261
►44. Simoniz
2,846,360
3,997,561
6,843,921 1
45.
Johnson & Johnson
565,370
5,765,999
6,331,36!
46.
Carnation
2,979,480
3,307,710
6,287,191
47.
Armour
725,570
5,491,569
6,217,131
48.
Mead Johnson
236,950
5,902,376
6,139,321
49.
Andrew Jergens
2,540,400
3,148,031
5,688,43
50. Pepsi Cola/Bottlers
4,336,350 1,234,276 5,570,62
Not a member of ANA. tNot eligible for membership in ANA. 1. Source: TvB-Rorabaugh. 2, Source: TvB/LNA-BAR.
SPONSOR/5 NOVEMBER 1 963