Broadcasting (Jan - June 1940)

Major Networks' Gross Billings by Advertisers: 1939 NBC Gross Baiings Procter & Gamble Co. $6,486,788 Camay $731,210 Chipso $523,533 Crisco $858,988 Dreft $235,265 Drene $116,176 Ivory Flakes $767,696 Ivory Soap $819,614 Lava Soap $269,910 Oxydol $1,191,187 Teel $372,067 White Naphtha Soap $600,152 Sterling Products $3,047,077 Bayer Aspirin $435,499 Bayer Lozenges $22,078 Cal-Aspirin $122,979 Haley's M-O $190,355 Dr. Lyons Tooth Powder $993,557 Mulsified Oil Shampoo $6,755 Philips Milk of Magnesia $388,788 Phillips Milk of Magnesia $388,788 Toothpaste & Tablets $330,103 Phillips M M Cream $566,963 Standard Brands $2,898,521 Fleischmann Yeast $424,508 Foil Yeast for Health $332,726 Royal Desserts & Fleischmann Yeast $672,520 Chase & Sanborn Coffee $946,240 Tender Leaf Tea $522,527 General Mills $2,136,953 Bisquick $345,441 Corn Kix $367,942 Kitchen Tested Cake Flour $88,468 Softasilk Cake Flour $680,227 Sperry Flour Products $112,284 Wheaties $542,588 General Foods Corp $2,078,400 Grape Nuts $361,996 Jello $677,366 Jello Pudding $100,008 Post 40% Bran Flakes $70,040 Maxwell House Coffee $878,990 American Home Products Co. __$1,219,438 Aerowax $98,907 Anacin $582,366 Bisodol $461,176 Clapps Baby Food $13,647 Fly-Ded $33,067 Freezone $51,248 Hills Cold Tablets $62,120 Kolynos $205,937 Old English Floor Wax $157,347 Plastic Wood $68,863 Brown & Williamson Tobacco Corp. $1,707,501 Avalon Cigarettes $520,940 Bugler Tobacco $451,118 Raleigh Tobacco $346,488 Raleigh & Kool Cigarettes $371,118 Tobacco & Cigarettes $17,837 Miles Laboratories $1,236,264 American Tobacco Co. $1,219,438 Lucky Strike Cigarettes $1,041,155 Pall Mall Cigarettes $178,283 Quaker Oats Co. $1,192,004 Quaker Farina $10,076 Aunt Jemima P C Flour $45,156 Quaker Oats $728,468 Puffed Wheat & Rice $408,304 National Dairy Products Corp. __$1,164,930 Kraft $982,074 Sealtest $182,856 Bristol-Myers Co. $1,141,548 Vitalis $435,078 Ipana-Sal Hepatica $706,470 Liggett & Myers Tobacco Co. $992,032 Andrew Jergens Co. $763,940 Woodbury's Soap & Cosmetics $516,666 Jergens Lotion $247,274 Cities Service Co. $718,282 Cummer Products Co. $689,664 Energine $220,968 Molle $468,696 Sun Oil Co. $656,084 Radio Corp. of America $635,926 Lewis-Howe Medicine Co. $635,338 Pepsodent Co. $603,400 Toothpaste $90,288 Toothpaste, Toothpowder & Ant. $513,112 Carnation Co. $598,137 Carnation Milk $551,676 Albers Cereal $46,461 Philip Morris & Co. $590,016 S. C. Johnson & Son $589,330 Pillsbury Flour Mills Co. $561,710 Firestone Tire & Rubber Co. $558,746 Kellogg Co. $514,442 Corn Flakes $409,280 Krispies $105,162 P. Lorillard Co. $490,232 F. W. Pitch Co. $488,265 Lady Esther Co. $461,671 Ralston-Purina Co. $457,776 Wheat Cereal $191,604 Cereals $266,172 Campbell Soup Co. $451,248 Food Products $360,144 Tomato Juice $91,104 B. T. Babbitt Inc. $436,200 Wander Co. $389,312 General Electric Co. $367,629 Canada Dry Ginger Ale $358,307 J. B. Williams Co. $349,838 Pacific Coast Borax Co. $348,232 Sherwin-Williams Co. $307,965 S-W Paints $192,809 Acme Paints $116,156 R. J. Reynolds Tobacco Co. $305,241 Welch Grape Juice Co. $297,368 Goodyear Tire & Rubber Co. $273,881 Mars Inc. $263,816 Fels Co. $242,702 Colgate-Palmolive-Peet Co. $240,637 Shaving Cream $56,128 Super Suds $184,609 Macfadden Publications Inc. $219,933 Dr. E. S. Sloan Inc. $208,536 Sloan's Liniment $195,114 Vince $13,422 Richfield Oil Corp $200,564 Ward Baking Co. $194,664 Penn Tobacco Co. $190,272 Grove Laboratories Inc. $180,007 Musterole Co. $174,456 Adam Hat Stores $161,893 Swift & Co. $127,384 Sunbrite Cleanser $122,388 Frankfurters $4,996 Vick Chemical Co. $121,488 G. Washington Coffee Refining Co. $108,077 Richardson & Robbins $104,832 Manhattan Soap Co. $101,898 Standard Oil of California $100,794 John Morrell & Co. $98,544 Westinghouse Electric & Mfg. Co._-$94,822 Lamont Corliss & Co. $87,460 Ponds Cream & Powder $77,632 Danya Hand Lotion $9,928 Time Inc. $76,260 Dunn & McCarthy $70,728 American Rolling Mill Co. $68,406 Signal Oil Co. $62,246 H. Fendrich Inc. $60,984 C. H. Gulden Inc. $69,296 Wesson Oil & Snowdrift Sales Corp. _$47, 676 Bowey's Inc. $47,498 Food & Beverage Broadcasters Ass'n $46,938 Gordon Baking Co. $39,312 Princess Pat Ltd. $38,160 Cardinet Candy Co. $37,864 C. F. Mueller & Co. $34,816 Palmer Bros. $34,182 Benjamin Moore & Co. $32,192 Ohio Oil Co. $31,461 Gallenkamp Stores Co. $31,131 Geo. W. Luft Co. $29,227 Wheatena Corp $26,442 Loose-Wiles Biscuit Co. $26,280 Langendorf Bakeries $24,660 Thos. Cook & Son Wagon-Lits $23,430 Modern Food Process Co. $23,236 Ballard & Ballard Co. $22,084 General Motors Corp. (Buick Division) $19,983 Tidewater Associated Oil Co. $18,275 Gilmore Oil Co. $18,012 Air Conditioning Training Corp $15,356 Tillamook County Creamery Assn. $11,608 Wilshire Oil Co. $8,256 Magazine Repeating Razor Co. $7,602 Hecker Products Corp. $6,960 Vanette Hosiery Mills $5,200 American Oil Co. $4,351 Chas. B. Knox Gelatine Co. $3,796 Pittsburgh Coal Co. $1,087 Political $3,340 Total $45,244,354 *NBC A.utomotive $ 852,610 Building Materials 68,406 Cigars, Cigarettes, Tobacco 5,555,716 Clothing 157,093 Confectionery, Beverages. . 649,987 Drugs & Toilet Goods 13,872,839 Financial & Insurance Foods & Food Beverages. . 14,412,411 Garden & Field House Furniture & Furnishings 496,633 Jewelry & Silverv?are Lubricants & Fuel 1,819,412 Machinery, Farm Equipment Paints & Hardv^are 340,157 Radios & Musical 635,926 Schools & Corres. Courses. 15,356 Shoes & Leather 101,859 Laundry Soaps & Housekeepers' Supplies. . 5,751,483 Stationery & Publishers . . . 296,193 Travel, Hotels, Amusements 23,430 Wines & Beers Political Miscellaneous 194,843 Totals $45,244,354 * Combined Red and Blue. CBS Gross Billings Lever Brothers Co. $3,392,672 General Foods Corp. 3,191,167 Colgate-Palmolive-Peet Co. 2,509,096 Procter & Gamble Co. 2,283,347 Campbell Soup Co. 2,253,083 R. J. Reynolds Tobacco Co. 1,418,333 William Wrigley Jr. Co. 1,304,391 American Tobacco Co. 1,286,703 Chrysler Corp. 950,146 Ford Motor Co. 949,297 Liggett & Myers Tobacco Co. __ 945,620 Texas Co. 876,418 American Home Products Corp. 804,839 Continental Baking Co. 729,543 Pet Milk Sales Corp. 699,242 Ethyl Gasoline Co. 497,575 Hawaiian Pineapple Co. 489,630 Philip Morris & Co. 487,470 Lambert Co. 460,650 U. S. Tobacco Co. 450,075 Lady Esther Co. 439,875 Campana Corp. 438,850 Gulf Refining Co. 426,360 Prudential Insurance Co. of America 414,330 Beneficial Management Corp. ___ 390,895 International Cellucotton Prods. Corp. 384,430 Cudahy Packing Co. 352,425 Sterling Products 351,765 Kellogg Co. 347,032 Brown & Williamson Tobacco Co. 340.035 Sealtest Inc. 325,550 U. S. Rubber Products Co. 301,860 American Oil Co. 295,048 Geo. A. Hormel & Co. 283,753 General Mills, Inc. 272,925 Nehi Inc. 261,248 International Silver Co. 235,244 Noxzema Chemical Co. 235,058 Chesebrough Mfg. Co. 227,385 P. Lorillard Co. 217.096 Pure Oil Co. 215.423 E. I. DuPont de Nemours & Co. 196,620 Griffin Mfg. Co. 190,266 Corn Products Refining Co. 164,983 Household Finance Corp. 134,763 Lehn & Fink Products Co. 116,415 Penn Tobacco 103,475 McKesson & Robbins 102,375 Boweys Inc. 100,167 Columbia Recording Corp. 85,740 Fels & Co. 72,970 Purity Bakeries Service Corp. ___ 63,985 Pennick & Ford, Ltd. 63,620 John H. Woodbury Co. 66,020 Cal. Fruit Growers Exchange 54,041 Stephano Bros. 30,496 Rio Grande Oil Co. 27,540 S & W Fine Foods Inc. 26,410 Tidewater Associated Oil Co. 22,102 Euclid Candy Co. of Cal. 17,860 Duart Mfg. Co. 17,690 Axton Fisher Tobacco Co. 17,280 Mennen Co. 16,310 Chamberlain Laboratories 16,244 Union Oil Co. 15,275 Wilmington Transportation Co. 11,000 Paramount Pictures Inc. 10,465 CBS MBS Totals $ 2,201,293 $ 25,356 $ 3,079,259 5,645 101,722 175,773 5,297,181 815,193 11,668,090 691 96,135 253,919 1,587,019 38,486 2,275,492 7,651,605 901,227 22,425,671 939,988 79,761 1,019,749 9,688,774 537,731 24,638,916 2,399 499,032 235,244 235,244 2,390,774 65,417 4,275,603 327 327 340,157 85,740 139,058 860.724 15,356 190,255 3,051 295,165 4,032,142 9,783,625 296 193 li,666 ' 10,456 44!886 9,744 9.744 5,352 5,352 216,962 503,719 915,524 $34,539,665 $3,329,782 $83,113,801 Atlantic Refining Co. 10,093 Ralston Purina Co. 8,235 Twentieth Century Fox Film Corp. 7,173 Coty Inc. 6,041 Wilshire Oil Co. 5,940 Holland Furnace Co. 5,645 Bathasweet Corp. 3,960 Sofenz Sales Corp. 3,658 Cardinet Candy Co. 3,520 Knox Gelatine Co. 3,050 Old Trusty Dog Food Co. 2,704 Calavo Growers of Cal. 2,560 Colonial Dames Inc. 1,470 I. J. Fox Co. 691 Political Advertisers 5,352 Grand Total $34,539,665 MBS Gross Billings Bayuk Cigars $521,614 Ironized Yeast Co. 356.969 Gospel Broadcasting Assn. 304,661 Lydia E. Pinkham Medicine Co. __ 220,073 General Baking Co. 212,733 Philip Morris & Co. 138,680 Philip Morris Cigarettes $82,360 Dunhill Cigarettes 37,180 Revelation Tobacco 19,140 Emerson Radio & Phonograph Corp. 102,576 Wheeling Steel Corp. 101,722 Lutheran Laymen League 99,565 Gillette Safety Razor Co. 93,577 P. Lorillard Co. 86,087 Mennen Co. 77,301 Metropolitan Life Insurance Co. 70,240 Delaware, Lackawanna & Western Coal Co. 63,047 Ramsdell Inc. 60,076 Richman Bros. 51,053 Gordon Baking Co. 42,768 Axton-Fisher Tobacco Co. 31,190 Detrola Corp. 30,977 Moody Bible Institute 30,738 Wheatena Corp. 24,228 General Cigar Co. 22,960 Bell & Co. 22,859 Sweets Co. 18,356 Lambert Co. 15,784 Congress Cigar Co. 14,662 American Bird Products 13,823 Thomas Leeming & Co. 12,540 Maltex Co. 11,301 Quaker Oats Co. 8,943 V. LaRosa & Sons 8,640 Aurora Laboratories 8,192 Hartz Mountain Products Co. 7,274 Hotel Roosevelt 6,826 Twentieth Century-Fox Film Corp. 5,910 Winter & Co. 5,505 Bathasweet Corp. 4,698 Paramount Pictures 2,557 Vadsco Sales Corp. 2,043 Maine Development Commission 1,920 General Mills 1,410 Cooperative 413,715 Total $3,329,782 War Delays Building CONSTRUCTION OF WLWO, new 50,000-watt international broadcasting station of the Crosley Corp., and adjunct of WLW, is being delayed by the war. It was planned to have the station ready by Jan. 1, but two shipments of a special material from England have thus far failed to arrive. The material is mycalex, a special type of high voltage insulating board. It is hoped that the station will be in operation a few weeks after the material is received. Cuticura Renews, Adds POTTER DRUG & CHEMICAL Co., Maiden, Mass., on Jan. 1 renewed contracts with the 30 stations carrying twice-daily spot announcements for Cuticura soap, and added WJZ, New York, to the list using five-minute periods several times weekly on that station. Atherton & Currier, New York, is the agency in charge. THE MBS Listen America Sunday night program, with various sponsors, was discontinued Jan. 14. Heni-y Souvaine Inc., producer of the program, stated an announcement would be made shortly regarding the program's continuance. 1939 Network Advertisers by Industries Page 84 • January 15, 1940 BROADCASTING • Broadcast Advertising