Sponsor (July-Dec 1953)

Record Details:

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r Here's your 236page fall guide How many see TV commercials? Lifebuoy goes after the gals 1 10 million radio sets now in U.S. Radio nets have reversed decline Don't let size of this 236-page Fall Facts issue (our 7th) scare you. It's broken down into six easy-to-read sections starting page 67. For quick briefing on hot trends for fall and what this issue oontaii see article page 31. Complete index of subjects covered in this issue appears page 6. In brief, this issue is your guide to fall and winter buying. Read it; use it; keep it. -SR Hottest thing in TV research: A leading research house will soon come out with some surprising figures on how many people see your TV commercial. SPONSOR'S seen some preliminary figures (not releasable). These disprove theory held by some air researchers program audience and commercial audience are one and same. They also show latter' s still good sight bigger than that of ads in printed media. LIFE, under fire from air for its media study (see page 36), reported most anxious to get these TV figures for competitive purposes. -SR Lifebuoy's $550,000 ad budget for 1953 is being split 40-60 between air and print media. Participation on CBS Radio's "Aunt Jenny" represents Lifebuoy's dramatic switch to women-appeal advertising. Lifebuoy's 1953 budget is reputedly largest in soap's history: 1952 — $464,728; 1951 — $237,699. (See story, page 34.) -SR Air media continue to boom. RTMA reports 6,102,711 radios, 3,309,757 TV sets made first 5 months this year (same period. 1952: 4,469,432 radios, 1,957,083 TV sets). ABC, CBS, MBS, and NBC Research Depts. estimate 110 million radio sets were in working order in U.S. as of 1 January 1953, up 5 million over previous year, as follows: total radio homes, 44.8 million; extra sets in homes, 30 million; car sets, 26.2 million; miscellaneous outdoor, public, etc., 9 million. -SR Three of 4 radio nets confident they'll surpass last year's billings, reverse 4-year downtrend. CBS Radio, NBC, MBS up over last year at half-way mark, though PIB puts time sales of all 4 radio nets through May at $69.3 million, against $70.5 million for same 1952 period. In TV, network time sales total $87.5 million against $75.4 million. SPO\SOR in lieu offices Effective today (13 July), SPONSOR editorial, advertising, and circulation headquarters are located at Madison & 49th St. (40 E. 49th St.), New York 1". in the heart of the advertising district. Rapid expansion of SPONSOR personnel and services made this move into larger quarters necessary. Entire 15th floor is occupied. Phone number remains MUrray Hill 8-2772. Other offices are in Chicago and Los Angeles. L _l SPONSOB, Volume 7. No 11. 13 July 1953. Published biweekly by SPONSOR PnfcHcatl •■-. Inc., it 3110 Elm Are.. Baltimore. M lation Offices 40 E. 49th St.. New York IT. JS a year In I S re. Entered as second class matter » January 19.9 at Baltimore. Md. poatofflre un-: