Broadcasting (July - Sep 1950)

P&G ISADS MA Y NETWORK USBRS ^jsiiini^ :P10CTER & GAMBLE Co., rao's top advertiser, again headed le list of radio network time purlasers in May, with a gross billg of $1,694,711 for the month, counting for 10.2% of the gross i^twork sales of $16,584,126, ac j^rding to Publishers Information .(ureau. |1 The PIB figures showed P&G |as the only network advertiser to .bend over $1 million dollars in I ilay. j Sterling Drug Co., climbing from •urth place in April, was the secbd largest network client, spend"Jjg $821,450 in May. General Mills creased its buying to rank third, ;,^ile Miles Labs dropped from 'Urd in April to fourth in May. general Foods fell from second in ipril to sixth in May, while Amer-an Tobacco Co. and Liggett & .jyers merely switched positions ^jid the others remained the same. ,able I (top 10 network adveripers) lists first 10 network adversers, in rank according to ex■nditures. By product groups, Food & Food Iroducts advertisers spent $4,163, TABLE I TOP 10 NETWORK ADVERTISERS IN MAY 1950 c Procter & Gamble $1,694,7" Sterling Drug Co. General Mills 757,330 Miles labs 710,419 Lever Bros. 691,371 General Foods Corp. 663,675 Campbell Soup Co. 630,204 Liggett & Myers Co. 483,869 American Tobacco Co. 475,521 Philip Morris Co. 409,481 BZ SALES POSTS Meehan and Masse Named PPOINTMENT of C. M. (Tom) iehan, director of public relans for Westinghouse Radio StaJjiis Inc., as sales manager of WBZ-WBZA Bost o n Springfield, Mass., has been announced by Station Manager W. C. Swartley. Simultaneously, C. Herbert Masse was named sales manager of WBZTV. He formerly I handled both AM lllr. Meehan gales for B outlets. A veteran of 25 years in newsper, radio and public relations Ids, Mr. Meehan joined WestShouse in 1944, serving first in estinghouse's public relations de'Irtment in Pittsburgh. jl^iggins Resigns HN S. WIGGINS resigned Frias director of research and tes promotion at CBS "Western •nsion offices in Chicago, where worked four years. Before that was in research and promotion CBS New York and senior maring analyst for Firestone Tire jRubber Co. TABLE II GROSS RADIO NETWORK TIME SALES JAN.-MAY PRODUCT GROUP MAY 1950 1950 Agriculture & Farming $ 84,971 475,209 Apparel, Footwear & Access. 171,126 617,528 Automotive, Automotive Equip. & Supplies 410,720 2,649,215 Aviation, Aviation Equip. & Supplies Beer, Wine & Liquor 256,041 1,248,811 Building Materials, Equip. & Fixtures 131,377 583,737 Confectionary & Soft Drinks 590,948 3,038,282 Consumer Services 162,517 790,156 Drugs & Remedies 2,147,903 10,626,904 Entertainment & Amusement Food & Food Products 4,163,970 19,973,232 Gasoline, Lubricants & other fuels 408,903 2,093,379 Horticulture 17,616 105,696 Household Equip. & Supplies . 323,801 1,305,855 Household Furnishings 38,705 201,743 Industrial Materials 188,985 950,266 * * * FOR MAY AND FIRST JAN.-MAY MAY 1949 1949 60,692 538,763 113,689 625,432 809,271 3,589,527 QUARTER 1950 COMPARED TO 1949, 190,117 782,453 70,476 363,951 123,585 564,661 586,516 3,270,775 179,326 788,848 1 ,790,048 8,739,030 4,021,651 20,294,623 460,167 2,816,032 17,244 91,968 770,346 3 627,260 105.518 524 034 227,010 996,980 PRODUCT GROUP MAY 1950 Insurance 231,732 Jevirelry, Optical Goods & Cameras Office Equip., Writing Sup plies. Stationery & Access. 133,620 719,427 Political 13,028 17,344 Publishing & Media 27,403 564,671 Radios, TV Sets, Phonographs, Musical Instruments & Access. 91,952 Retail Stores 1,728 Smoking Materials 2,101,112 Soaps, Cleansers & Polishes 1,949,272 Sporting Goods & Toys Toiletries & Toilet Goods 2,289,993 Transportation, Travel & Resorts 82,785 370,542 Miscellaneous 427,801 2,273,864 Total BY PRODUCT GROUPS JAN.-MAY JAN.-MAY 1950 MAY 1949 1949 1,225,743 355,791 1,691,378 217,468 970,782 149,313 712,968 31,000 454,031 505,252 117,972 715,363 23,230 5,496 27,480 10,548,002 1,988,137 9,894,786 9,019,439 1,852,217 9,021,672 11,126,849 2,679,961 13,279,543 98,508 551,420 236,184 1,195,620 16,584,126 81,836,829 17,067,586 85,346,957 970, placing them first in time bought for May. Toiletries & Toilet Goods followed with Drugs & Remedies third. Smoking Materials fourth, and Soaps, Cleansers & Polishes, fifth. The same order was indicated for the January-May period. May Reduction A slight reduction was noticeable m the May total figures of 1949 and 1950, with the May period of this year about 2.8% less than last year. The January-May 1949 period was approximately 4.3% more than the gross sales in the same period this year. Table II presents the gross network time sales for the May 1949 and 1950, and January-May 1949 1950 periods as compiled by PIB. Leading advertiser in each product group is indicated in Table III. TABLE ill TOP NETWORK ADVERTISERS FOR EACH PRODUCT GROUP IN MAY 1950 Agriculture & Farming Allis-Chalmers Mfg. Corp Apparel, Footwear & Access Trimount Clothing Co Automotive, Automotive Equip. & Supplies Chrysler Corp Aviation, Aviation Equip. & Access Beer, Wine & Liquor Schlitz, Jos. Brewing Co BIdg. Mat., Equip. & Fixtures • Johns Manville Corp Confectionery & Soft Drinks Coca-Cola Co Consumer Services American Telephone & Telegraph Drugs & Remedies Sterling Drug Co Entertainment & Amusements Food & Food Products General Mills Gasoline, Lubricants & Other Fuels Sun Oil Co Horticulture Ferry Morse Seed Co Household Equip. & Supplies Phiico Corp Household Furnishings Armstrong Cork Co Industrial Materials U. S. Steel Corp Insurance Prudential Insurance Co. of America.... Jewelry, Optical Goods & Cameras Longines-Wittnauer Watch Co Office Equip., Writing Supplies, Stationery & Access Kail Bros. Political Calif. State Committee for Earl Warren., Publishina & Media William H. Wise & Co Radios, TV Sets, Phonographs, Musical Instruments S Access Radio Corp. of America Retail Stores & Direct Mail Dr. Hiss Shoe Stores Smoking Materials Liggett & Myers Soaps, Polishes & Cleansers Procter & Gamble Sporting Goods & Toys Toiletries & Toilet Goods Procter & Gamble Transportation, Travel & Resorts Assn. of American Railroads Miscellaneous American Federation of Labor 533,198 40,728 87,780 78,675 110,521 176,859 81,855 821,450 757,330 92,896 17,616 143.026 35,039 108,210 122,245 43,096 67,032 4,128 16,043 66.396 1,728 4R3,869 1,113,463 425,152 82,785 121,084 NBC'S PITCH SuDDorts Network Radio NBC last week was beginning to show advertisers and agencies an elaborate new presentation intended to reinforce the network's claims that network radio, despite the growth of television, is still the best mass medium advertising buy. The presentation admits that the national radio audience has been diluted by television, but asserts that even so its cost per thousand circulation cannot be matched by other media. NBC estimates there will be 10 million television homes in an average week of the 1950-51 broadcasting season and there will be 42,297,000 radio homes. According to Nielsen figures quoted by NBC there has been a 72% decline in evening listening in TV homes. Taking 72%; of the 10 million TV homes as the total ignoring radio, you still have 35,097,000 radio families left, according to NBC. That figure represents a total potential audience only 6.7% less than the audience in 1948 — the peak year before TV development became a serious factor. Even with 10 million families in its potential audience, however, TV is not a truly national medium, the NBC presentation points out. An advertiser who wants to reach all of America cannot depend upon TV. He can depend on radio, it says. Uses Research Figures The presentation draws upon numerous research studies to argue its case that radio listening is the people's favorite leisure time activity, that people listen in "fabulous numbers," that radio claims more of their time than any other activity besides working and sleeping, that they listen not only at home but away from it as well. As for costs, network radio is cheap, considering its bigness, NBC asserts. For $21,000 an advertiser can buy a full NBC network half-hour evening program, including time and talent, at a HOADCASTING • Telecasting time when there are 34 million families as his potential audience. To match that circulation with newspapers, he would have to buy 1,145 of them. To do it with magazines he would have to buy nine of the leading publications. His $21,000 would buy 176-line ads in the 1,145 newspapers, NBC claims. "Opposed to this, he could procure the impact of a full network half-hour evening program," the presentation continues. The presentation also cites net figures "on actual performance" obtained from NBC's Hofstra study in Boston, part of the network's big television presentation. Boston was selected because it was representative of TV saturation as of May, 1950. "In arriving at these figures," the presentation goes on, "we considered all costs and discounts, secondary readership, multiple viewing or listening, noting and listening." What the (Continued on page S2) July 31, 1950 • Page 21 I