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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