Broadcasting Telecasting (Apr - June 1951)

Class 23: . . . Smoking Materials TOBACCO sponsors, always one of the top buyers of radio time, continued to use the medium heavily as consumer demand mounted at the end of 1951. Fall placements in 1950 again set a record high level, keyed by the statement of William S. Cutchins, vice president and advertising director of Brown & Williamson. Mr. Cutchins said radio was "still the best buy in the advertising media field." He said that his company would "spend every dollar— with one or two minor exceptions— of our 1950-51 advertising budget for Raleigh cigarettes in AM radio. Believe in Radio "You know there is a great deal of talk nowadays about TV pushing AM radio right off the front porch," Mr. Cutchins continued. "Well I want each and every one of you to know that we at Brown & Williamson do not subscribe to that theory. We have the greatest admiration for TV and consider it a strong and important new medium but it doesn't take a Prof. Einstein or a comptometer operator ■ to figure out that AM radio is still Ij the best buy in the advertising : media field." At the same time Dept. of Agriculture officials in Washington have estimated that Americans ! will use more tobacco in 1951 than ever before. "Cigarette consumption in the United States in 1951 will probably exceed the record number estimated for 1950," a spokesman for the department said. The leading network users in this classification, in addition to the six top money spenders listed in the accompanying table, include : Leading Network Users Bloch Brothers Tobacco Co., for Kentucky Club smoking tobacco, Fishing and Hunting Club of the Air, MBS, 140 stations January to March, 72 stations April to June, 8:30-8:55 p.m., Thursday, $125,181. Ronson Art Metal Works, for Ronson lighters and accessories, Johnny Desmond, ABC January through March, 271 stations, 9:259:30 p.m. Wednesday, $59,112. The same firm, for its lighters and accessories, used the Johnny Desmond Show once on Mutual, 434 stations, for $5,068. Ronson sponsored Twenty Questions, MBS, on an average of 475 stations, 8-8:30 p.m. Saturday, $841,895. Total spent for network radio by the Ronson firm was $906,075. U. S. Tobacco Co., for its products, used Martin Kane, Private Eye, MBS, on an average of 400 stations 4:30-5 p.m. Sunday, $554,208. The same manufacturer used The Man Next Door, MBS, on an average of 125 stations, 8:30-9 p.m. Saturday, $89,601. Total expenditures for network radio were $643,809. In addition to network place ments, tobacco manufacturers wer heavy users of spot. Five of th six leaders used more spot radi than ever before. A number o smaller manufacturers relied a) most entirely on spot radio. CLASS 23. SMOKING MATERIALS LEADING NETWORK ADVERTISERS Advertiser, program and agency LIGGETT & MYERS TOBACCO CO. "Arthur Godfrey" Cunningham & Walsh "Bing Crosby Program" & (Eff. Jun.-Oct.) "ABC's of Music" Cunningham & Walsh "The Godfrey Digest" Cunningham & Walsh "Bob Hope Show" Cunningham & Walsh "Chesterfield Supper Club" Cunningham & Walsh "The Big Show" Cunningham & Walsh "Duffy's Tavern" Cunningham & Walsh "Man Called X" Cunningham & Walsh "Screen Directors Playhouse" Cunningham & Walsh "Dragnet" Cunningham & Walsh PHILIP MORRIS & CO. LTD. INC. "Crime Photographer" Biow Co. "Horace Heidt Show" Biow Co. "This Is Your Life" Biow Co. "This Is Your Life" Biow Co. "Ladies Be Seated" Cecil & Presbrey Inc. "One Man's Opinion" Cecil & Presbrey Inc. AMERICAN TOBACCO CO. "Jack Benny Program" & (Eff. Jun.-Sept.) "Guy Lombardo Orchestra" BBDO "Light Up Time" BBDO "Your Hit Parade" BBDO "The Big Story" Sullivan Stauffer, Colwell & Bayles "Leave It To Joan" Lawrence C. Gumbinner Adv. R. J. REYNOLDS TOBACCO CO. "Bob Hawk Show" Wm. Esty Co. Inc. "Frank Goss, News" Wm. Esty Co. Inc. "Vaughn Monroe Show" Wm. Esty Co. Inc. "Camel Football Roundup" Wm. Esty Co. Inc. "Camel Scoreboard" & (Eff. Oct.) "Camel Football Scoreboard" Cotton Bowl Football Game" Wm. Esty Co. Inc. "Jimmy Durante Show" Wm. Esty Co. Inc. "Screen Guild Players" & (Eff. Ma..) "Screen Guild Theatre" Wm. Esty Co. Inc. "The Fat Man" Wm. Esty Co. Inc. "Grand Ole Opry" Wm. Esty Co. Inc. P. LORILLARD & CO. "Dr. I. Q." Geyer, Newell & Ganger Inc. "Original Amateur Hour" Lennen & Mitchell "Stop the Music" Lennen & Mitchell BROWN & WILLIAMSON TOBACCO CORP. "People Are Funny" & (Eff. Jun.-Sept.) "A Life in Your Hands" Russel M. Seeds Co. "People Are Funny" & (Eff. Jun.) "A Life in Your Hands" "People Are Funny" Russel M.Seeds Co. Source: Publishers Information Bureau Product NETWORK 1950 $22, (Gross) 1949 23 1940 14 Network No. of Stations Hours per Week 488,587 SPOT ,667,403 (Net) ,703,521 1950 1949 $ 4,326,673 3,360,000 Chesterfields Fatimas Philip Morris Cigarettes CBS-1 92-21/2 CBS-1 92-1/2 CBS-1 68-1/2 (Jan.-Jul.) NBC-1 69-1/2 (Oct.-Dec.) NBC-1 64-1/2 (Jan. -Jun.) NBC-166-1 (Dec. Only) NBC-166-1 (Dec. Only) NBC-166-1 (Dec. Only) NBC-166-1 (Dec. Only) NBC-1 66-V2 CBS-150-V2 (Jan.-Oct.) CBS-1 75-1/2 CBS-1 50-1/2 (May-Dec.) NBC-1 46-V2 (Jan. -May) ABC-232-2H 5 min. ABC-219-25 min. CBS-1 88-1/2 NBC-164-1V4 (Jan.-Jun.) NBC-1 67-1/2 NBC-1 73V2 CBS-1 74-1/2 (Jan. -Mar.) CBS-1 66-V2 (Jan.-Jun.; Aug. -Dec.) CBS-1 4-V2 ! Sept-Dec.) CBS-1 66-V2 CBS-1 30-var. time (Oct.-Nov.) MBS-263-10 min. (May-Nov.) NBC-1 60-3 H (One Time) NBC-1 62-1/2 (Jan.-Jun.) NBC-1 63V2 (Jan.-Jun.) Camels, Prince Albert ABC-250-V2 (Oct.-Dec.) Prince Albert Tobacco NBC-1 6O-V2 Lucky Strike Cigarettes Pall Mall Cigarettes Roi-Tan Cigars Camel Cigarettes Embassy Cigarettes Old Gold Cigarettes ABC-56-1/2 (Jan.-Jun.; Aug. -Nov.) ABC-230-3/4 ABC-1 95-1/4 Raleigh Cigarettes NBC-I68-V2 NBC-1 7-1/2 (Jan.-Jul.) NBC-72-1/2 (Sept.-Dec.) 1950 $5,217,562 2,466,229 925,162 432,471 219,123 305,976 27,782 27,282 18,521 27,782 766,734 $4,629,105 694,134 932,526 552,683 285,174 1,812,540 352,048 $4,091,789 992,897 1,196,334 868,428 875,046 159,084 $3,872,050 743,796 16,065 898,203 215,000 88,702 39,428 430,170 430,458 212,780 797,448 $1,945,390 294,447 1,121,006 529,937 $1,057,626 869,130 64,476 124,020 1949 $5,228,772 2,356,349 269,094 169,618 $4,225,934 362,064 297,684 822,804 340,851 66,574 $4,318,658 960,080 932,150 880,065 862,290 299,850 $3,777,544 747,372 818,124 32,860 628,476 842,541 $2,122,871 1,203,476 899,121 $ 899,910 1940 $3,356,71 $1,608,21 $2,192,31 $2,127,6( $ 545,73 $2,972,75 * BROADCASTING • TELECASTING estimal Page 108 • April 16, 1951 BROADCASTING • Telecastir 10