Broadcasting (July - Sep 1949)

leleitatui Analysis of Sponsors June 5-11 (Report 73) FOOD and food product advertisers continued to be the nation's leading users of television time in June. Total accounts in this field jumped from 182 in May to 210 for June. The increase was reflected all along the line, through netwoi-k, spot and local business, according to the N. C. Rorabaugh Co., publisher of the Rorahangh Report 011 Television Advertising. Spot and local figures for the report week of June 5-11 are incomplete because WBAL-TV Baltimore and WHIO-TV Dayton do not report to the Rorabaugh firm. Network figures are obtained from the networks and, therefore, include all 65 stations. Second highest product group for June was Automotive, Automotive Equipment and Accessories with 162 accounts (table I). In the local field, advertisers jumped from 121 in May to 143 in June, making this the leading user of local television time. Radios, Phonographs, Musical Instruments and Accessories moved from fourth place in May to third place in June, gaining nine accounts for a June total of 142. In the local field the category also was in third place with 127 accounts, a gain of 11 over May. One account was lost in both network and spot business. Although 10 accounts dropped in the category of Household Equipment and Supplies, this group moved from fifth place in May to fourth place in June. The decreases came in the spot and local field but still gave the category 117 accounts for the month. Despite the losses in some categories total television advertisers in the test week of June increased by 90. Network and spot business dropped slightly for the month. JULY TELEVISION TIME Slight Drop in Month's Advertising Noted COMMERCIAL television time in July, running into that good old business term, "the summer slump," dropped slightly from the preceding month on the four national networks. The number of advertisers dropped from 54 in June to 42 last month. Dollar-wise, the decline was from $936,087 in June to $721,336 for July, according to figures compiled by the N. C. Rorabaugh Co. and released in the Rorabaugh Revort on Television Advertising. (Network advertisers by month and network are shown in Table A; gross time billings by network appear in Table B.) During July Admiral Corp. made Table A NETWORK ADVERTISERS IN JULY Month ABC CBS DTN NBC June 1948 4 1 13 July 3 2 13 Aug. 3 5 13 Sept. 4 5 15 Oct. 3 6 5 24 Nov. 3 6 5 29 Dec. 2 9 6 28 Jan. 1949 2 9 4 24 Feb. 3 15 6 29 Marrh 4 20 6 26 April 7 21 7 30 May 15 23 6 25 June 14 21 6 23 July 11 13 5 18 Note: more When an shows on counted once ABC-TV CBS-TV DTN NBC-TV advertiser sponsors two or one given netv/ork, he is the totals for that network. the largest expenditures for network TV time, spending $67,652 in its backing of Stop the Music (ABC-TV) and Hopalong Cassidy (NBC-TV). The Buick Div. of General Motors Corp. was second with $47,400 worth of business on NBC-TV. The company's hourlong, Tuesday evening program. Fireball Fun-For-All, is on behalf of Buick cars. A quarter-hour, Monday through Friday strip, Mohawk Showroom, on NBC-TV, put Mohawk Carpet Mills Inc. in the third place position for total network expenditures in July. The program was presented on 11 stations and cost the rug and carpet firm $41,160. Fourth and fifth places were taken by two tobacco firms, R. J. Reynolds Tobacco Co. (Camels) and P. Lorillard Co. (Old Gold), respectively. Reynolds spent $40,152 for its Camel News Cara,van, a quarter-hour, five a week strip seen on 18 NBC-TV stations during July. A half-hour of Stop the Music once weekly on ABC-TV and the hour-long Original Amateur Hour on DuMont brought the Lorillard Co. expenditures for TV time in July to $37,868. Table B 1949 GROSS TIME BILLINGS BY NETWORKS *Jan.-April S 98,000 615,000 292,000 1,495,000 May 140,908 277,840 113,520 505,710 June $135,720 251,070 101,230 448,067 July $132,738 123,090 97,320 368,188 Jan. -July $ 507,366 1,267,000 604,070 2,816,965 with the over all increase in advertisers made up in the local field. There were four new markets reporting for the month — Indianapolis, Lancaster, Pa., Oklahoma City and San Diego. The number of advertisers using these markets appeared in Telestatus, Aug. 1. The predominant production method on the networks in June was live, with the majority of programs falling in the variety clas (Continued on page U7) Table 1 Number of Advertisers by Product Groups Local Metwork Spot Retail Total 1. Agricultural & Farming 2 2 2. Apparel, Footwear & Accessories 2 15 98 115 3. Automotive, Automotive Accessories & ^ Equipment 9 10 143 162 4. Aviation, Aviation Accessories & Equipment 5. Beer, Wine & Liquor 1 85 12 98 6. Building Materials, Equipment & Fixtures 4 37 41 7. Confectionary & Soft Drinks 3 23 20 46 8. Consumer Services 1 66 67 9. Drugs & Remedies 2 9 11 22 10. Entertainment & Amusements 21 21 11. Food & Food Products 9 72 129 210 12. Gasoline, Lubricants & Other Fuels 13. Horticulture 2 7 10 19 4 4 14. Household Equipment & Supplies 4 19 < 94 117 15. Household Furnishings 2 7 72 81 16. Industrial Materials 17. Insurance & Banks 3 40 43 18. Jewelry, Optical Goods & Cameras 1 9 21 31 19. OfFice Equipment, Stationery & Writing Supplies 2 7 9 20. Publishing & Media 1 4 19 24 21. Radios, Phonographs, Musical Instruments & Accessories 4 11 127 142 22. Retail Stores & Shops 45 45 23. Smoking Materials 5 12 4 21 24. Soaps, Cleansers & Polishes 1 10 3 14 25. Sporting Goods & Toys 1 1 19 21 26. Toiletries 7 11 6 24 27. Transportation, Travel & Resorts 2 14 16 28. Miscellaneous 5 33 38 TOTAL 54 324 1,055 1,433 Table 11 SPONSORED COMMERCIAL TV TIME BY PROGRAM TYPE AND PRODUCTION METHOD (Hrs.-Mins.) Network Aud. Part. Children's Dramatic Educational Woman's Musical News Quiz Sports Variety Miscellaneous Total Live 21:30 124:00 84:45 23:45 2:45 54:15 17:30 270:30 1:15 600:15 Film 13:30 29:30 3:45 46:45 Spot Live & Film Slide Remote 7:00 7:00 Total 21:30 124:00 84:45 37:15 2:45 54:15 29:30 17:30 10:45 270:30 1:15 654:00 TOTAL $2,500,000 $1,037,978 $936,087 $721,336 $5,195,401 * Figures in this column are estimated pending adjustment of actual figures for January through April. Live & Live Film Film Slide Remote Total Aud. Port Children's 3:02 1:05 4:07 Dramatic 1:18 :02 1:20 Educational :59 :27 1:26 Woman's 8:02 1:39 :05 9:46 Musical 2:33 1:41 :02 4:16 News :47 4:55 :50 6:32 Quiz 1:36 :02 1:38 Sports 10:37 14:46 3:25 1:00 180:50 210:38 Variety 12:52 1:02 :30 :02 :50 15:16 Weather :16 :04 :20 :40 Announcements :36 20:02 :36 1:46 :03 23:03 Miscellaneous :15 :44 5:00 5:59 Total 42:37 45:34 5:45 9:02 181:43 284:41 Local Live & Total Live Film Fi'm Slide Remote Aud. Part. 1:45 :02 :18 1:15 3:20 Children's 6:38 2:02 2:20 :35 1:15 12:50 Dramatic 1:02 23:51 :02 1:00 25:55 Educational :19 1:35 1:23 2:19 Woman's 15:03 :02 1:50 1:34 18:27 Musical 5:50 1:27 :31 :22 1:00 9:30 News 5:44 10:25 5:01 2:33 24:03 Quiz 3:26 :17 1:00 :30 5:13 Sports 5:32 1:42 :07 :02 135:57 143:26 Sp. Events 1:45 2:30 4:15 Variety 14:20 :50 1:20 :31 :30 17:31 Weather :33 :16 1:35 :05 2:29 Announcements 2:14 14:37 1:52 8:25 26:45 Miscellaneous 3:26 2:52 6:18 Total 67:37 60:15 14:11 14:43 145:31 302:17 Page 44 • August 22, 1949 BROADCASTING • Telecasting