Broadcasting (Apr - Jun 1949)

Class 24 (Continued from page 12U) (Aerowax, Kolynos), started Front Page Farrell in May on ABC ($508,770), (Aerowax, Wizard Glass Wax), November only on CBS ($63,957) ; Chemicals Inc. (Vano), Meet the Missus, CBS western stations ($21,172) ; Colgate-Palmolive-Peet Co. (Super Suds, Palmolive), Blondie (Jan.Sept.), CBS ($641,244); Cudahy Packing Co. (Old Dutch Cleanser), Nick Carter, MBS ($626,881). Also: Drackett Co. (Drano, Windex), Star Time, ABC ($248,573) ; Faultless Starch Co., Faultless Starch Time (Oct.-Dec), NBC ($13,876) ; General Foods Corp. (La France), Second Mrs. Burton (Jan.-May, July-Aug.), CBS ($307,509); Gold Seal Co. (Glass Wax) , started Meet the Missus on a CBS West Coast hookup in May ($42,332), started Arthur Godfrey on CBS in August ($505,216) ; Pacific Coast Borax Co. (20-Mule Team Borax, Boraxo), The Sheriff, ABC ($615,225) ; S.O.S. Co. (kitchenware cleanser), Knox Manning (Jan.-March, Aug.-Dec), CBS West Coast ($37,941) , Mr. Information (Aug.-Dec), CBS ($17,160) ; Soil-Off Mfg. Co. (paint cleaner), Knox Manning (MarchSept.), CBS western stations ($22,793). Wilco Co. (Clearex Cleanser), in Qla&A 25: SpohJtinq £qiupmsmi AS A CLASS, the makers of sporting goods and toys are among the least frequent users of broadcast advertising. Last year, one company, Wilson Sporting Goods Co., sponsored two football broadcasts — the All-Star game in August on MBS, the National Professional Football Championship game in December on ABC — to provide this group's only listing in the network table. A. G. Spalding & Bros, advertised its sporting equipment by sponsoring broadcasts of the Davis Cup tennis matches on eight stations and of the National Tennis Championship matches on 18 stations, the only spot advertiser reported from this class during 1948. Unique Art Mfg. Co. uses video advertising for its mechanical toys by sponsoring a 15-minute segment of the Friday Howdy Doody broadcast on NBC's TV network. Lionel Corp. used a 13-week quarter-hour series, Tales of the Red Caboose, on ABC-TV last fall in a preChristmas campaign for its model railroad apparatus. Harper Boat Building Co. used video spots in Los Angeles last summer, and Cy cloid Corp. at the same time ad vertised its sports equipment with TV announcements in Chicago. Some 15 local sporting good stores are included among the sponsors of network co-op pro grams, chiefly Mutual's Fishing and Hunting Club of the Air markets where it is not used by Mail Pouch Tobacco Co. Most toy advertising is also done at the local level, usually by department stores in the month between Thanksgiv ing and Christmas. CLASS 25. SPORTING EQUIPMENT & TOYS NETWORK (Gross) LEADING NETWORK ADVERTISERS Advertiser, program, and agency WILSON SPORTING GOODS CO. "Football Games" Ewell & Thurber Assoc. Product Sports Equipment 1948 1947 1938 Network No. of Stations Hrs. per Wk. MBS-to concl. ABC-to concl. $81,469 158,039 f 1948 $81,469 59,089 22,380 SPOT 1984 (Net) 1947 $74,129 $237,000 1938 Source: Publishers Information Bureau BROADCASTING estimate t No Class 25 in 1938 report February started sponsoring three quarter-hours of Ladies First each week on the full Don Lee Network. Oakite Products Inc. uses two an 25 WFBG tk G\nnLversari] to the prestige and goodwill by twenty'five years of fine and public service Due built programmin ANY TIME IS THE RIGHT TIME TO BUY TIME on WFBG : WFBG ^FM National Broadcasting Company Affiliate In Altoona, Pennsylvania JACK SNYDER, Man'g Dir. HEADLEY'REED, Nat. Rep. nouncements a week on 12 Yankee Network stations, plus programs and spots on 13 others. S. C. Johnson & Son (Glocoat) in February started using three announcements a week on New England Radio Network. Bon Ami is planning a national campaign for Glass Gloss to start this spring, following a winter test on the Pacific Coast. Lever Brothers Co. is adding about 25 markets to stations already carrying Surf announcements, which began last summer on 35 stations in 11 midwestern markets. This company will also conduct a three-month spring campaign for Silver Dust on the East Coast. Chemicals Inc. (Vano) supplements its West Coast CBS show, Meet the Missus, with programs and spots on seven stations in that area. Haley & Raskob Enterprises is planning a spot campaign for its glass cleaner. Procter & Gamble Co. is using eastern stations for Bonus (granulated soap with a dishcloth included in the package). Dif Corp uses announcements on three stations. Perfex Co. (cleaners and starch) sponsors Kitchen Klub five days a week on 17 midwestern stations. Swift & Co. is using five quarter-hours a week on seven eastern stations. Colgate-Palmolive-Peet Co. (Vel, Lustre-Creme) sponsors Colgate Theatre on NBC's TV network for a Monday half -hour; Procter & Gamble Co. (Duz, Ivory, Crisco) uses the same network for a halfhour on Tuesday for Fireside Theatre, which replaced I'd Like To See on April 5. Jiffy Products Co. (Zippy starch) uses announcements on five TV stations; Dif Corp., John Hanser Soap Co., Wool foam Corp., E. L. Bruce Co (cleaner) and B. T. Babbitt Inc (Bab-O) have programs or an nouncements on single TV stations At the local level, laundries and cleaning services account for more than 50 of the sponsors of network co-op programs. Nine such con cems also use television in theii localities. TV ADVERTISERS Class 25. Sporting Goods & Toys Month July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Source: Net Spot Local Tota 4 2 3 4 12 16 8 9 Rorabaugh Report on Television Advertising TV ADVERTISERS Class 24. Soaps, Cleansers & Polishers Month Net Spot Local Tota July 4 Aug. 2 3 5 Sept. 1 3 5 9 Oct. 4 6 10 Nov. 1 2 1 4 Dec. 1 3 4 Jan. 1 5 6 Feb. 7 1 8 Source: Rorabaugh Report on Televisior Advertising Page 130 • April 11, 1949 BROADCASTING • Telecasti.