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I After five years of media shopping, Olympia goes ail out for tv. Recent fig'' jres indicate a possible 40-fold increase in tv expenditures this year over 1963
lay-June 1962) along with figres on Hamm's increased tv acvity during that period. After an informal committee leeting with Olympia in San Franisco, station representatives, irough TvAR, asked TvB for anther presentation. This time the presentation was especially prelared to explain tv's role in the beer larket.
. The second presentation, given ,1 Seattle, matched the heavy beerIrinking profile with a heavy tv iewer profile and included the creening of the latest beer comnercials. Both Hollingberry and vAR reps were present. Again V flights were recommended.
(Flights were recommended because of the small budget at that time.) TvB news of the competition's 1962 expenditures in tv and the unfavorable shift in market share resulting from the introduction of Busch Bavarian into the West Coast market provided further ammunition.
Man responsible for convincing Olympia of tv's effectiveness and efficiency was Jack O'Mara, TvB vice president. Western Division.
In the summer of 1963 the agency team, headed by Thomas L. Blosl, suggested that Olympia return to television. The client accepted the idea and placed a large share of the 1964 budget in tv for
flights over a 26-wcek period covering the spring, summer and fall.
Sometime in December 1963 Blair-Tv, San Francisco, broke the news that Olympia's tv campaign was to start in February via color commercials in an initial 16-week drive. The spring schedule included over 80 western stations.
The agency and client won't reveal the exact figures of the new allocation to tv, but, when extended, first and second-quarter figures indicate that this year's expenditures in the medium could be 40 times greater than in 1963 and might amount to as much as $1,707,000 — more than Olympia's total ad budget for all media in 1963. ♦
Add 000
$1,000
Olympia Beer expenditures in tv rise at rocket speed
Television
Newspapers
Magazines
Outdoor
ToUl
1959
$170, 660
401, 082
38, 040
949, 805
1960
1961
1962
1963
$349, 680 $ 48, 010 368, 882 272, 988
155,617 440,450
$ 28, 300 $ 40, 840 298, 178 824, 206
300,878 157,470
$1,559,587 $874,179 $761,403 $627, 356 $1, 022, 516
1964** estimated
$400, 200 (1st Quarter)
Represents investments 10 times the total for aU_of 1963. . a $390,660 increase over the first quarter of 1963.
Sources: TV:LNA/BAR, N.C. Rorabaugh; Newspapers: Bureau of Advertisingl Magazines: Publishers Information Bureau; Outdoor: Outdoor Advertising, Inc.; Radio: Not available. ♦Outdoor investments not published in '63.
November 23, 1964
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