Sponsor (July-Dec 1953)

Record Details:

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r III I'OKT TO SPONSORS for 13 July 1953 Thomas will cost Pall Mall $49,000 Autry, Skelton vs. Milton Berle Sponsors readier to share films D-F-S, Esty lead in air billings Top 10 national advertisers "TV Production Handbook" out Per half-hour filming of Danny Thomas show costing ABC TV around $40,000, but Pall Mall (American Cigar & Cigarette) will pay $21,850 a show for 30 new showings, 9 repeats. Series starts in fall, will carry additional time bill of about $27,000 a week. -SR CBS TV will make strong bid to wean away some of Milton Berle 's moppet audience this fall. Tuesday night lineup on CBS TV now looks like Gene Autry from 8 to 8:30 and Red Skelton from 8:30 to 9. -SR Agencies report clients reconsidering their stand on exclusive rights to network film shows. Sponsors once loath to buy anything other than on national basis now inclined to contract only for markets they need and thus benefit from proportional cost of show. On this basis they can get film for from 50 to 60% of negative's cost, instead of 85 to 100% (producer's customary demand). -SR Leading National Advertisers reports Young & Rubicam led magazine billings in 1952 with $39.5 million, Dancer-Fitzgerald-Sample topped network radio billings with $15.2 million, William Esty surprised with $12.6 million to lead network TV. -SR With ANPA's release of national newspaper expenditures, SPONSOR tabulation of ANPA and PIB figures shows top 10 national advertisers in newspapers, magazines, network radio, and network TV to be as follows (air expenditures are for gross time only) : Firm Total (mil.) Air (mil.) 7. Chrysler $19.4 $2.5 8. R. J. Reynolds $17.2 $10.8 9. Gen. Mills $16.8 $10.1 10. Distillers Corp. $15.4 ($14,317) -SR "Television is one of most effective tools in advertiser's kit," says BBDO's Ben Duffy in introduction to "Television Advertising and Production Handbook." Co-edited by Irving Settel, SPONSOR'S Norman Glenn and published by Crowell, book is first of its kind. Firm Total (mil. ) Air (mil. 1. P&G $45.4 $30.4 2. Gen. Motors $39.2 $6.2 3. Colgate $29.5 $12.3 4. Gen. Foods $28.3 $13.5 5. Lever Bros. $26.9 $13.3 6. Ford $20.0 $3.2 \ <»ir national spot radio and TV business SPONSOR PRODUCT AGENCY STATIONS-MARKET CAMPAIGN, start, duration Block Drug, N) Polident denture cleanser Cecil & Presbrey, NY 15 to 20 TV mkts; nationwide TV: 60-sec anncts; mid-]une; (13 wks) Broil-Quik Corp., NY Broil-Quik Chef Zlowe Co, NY 4 Eastern mkts; NY, Pa TV: 60-sec partic; 1 a da, 7 da a wk; Jun; 126 wks) Excelsior Quick Frozen meats, Paris & Peart, NY NY radio, TV; TV in TV: 10 and 20-sec anncts: end of July; Frosted Meat meat prods Schenectady, Rochester, (13 wks) Prods, NY Utica, Buffalo; Saginaw, Mich: Phila, Boston, Cinci, Dayton, Columbus Red Top Brewing Co, Red Top Beer, Cecil & Presbrey, NY Cinci, Columbus Radio: 20 and 60-sec anncts; saturation cam Cinci Barbarossa Beer paign; 22 Jun: 13 wks) Skinner & Eddy Corp, Icy Point Salmon Paris & Peart, NY NY mkt, radio stations Radio; 10-sec I.D.'s; 6 or 7 a wk: Aug; Seattle H3 wks) Turner Smith Co, NY Poundex (weight Dowd, Redfield & Over 300 stations. Radio: S-, 10-, 15-min partic; 3 a da, 7 da gaining aid) Johnstone, NY nationwide a wk; Jun; (26 wks) J SPONSOR