Broadcasting Telecasting (Apr - June 1951)

-CI ass Sporti SINCE FEW sporting goods and agency Bennett, Petesch & O'Con St. Petersburg (fishing tackle), Cleary, Chicago. toy manufacturers use network, nor, Chicago; Dot Line Co., Mar agency Griffith Adv., St. Peters Among toy manufacturers usin:,j \ advertising money spent in this ion Mass. (fishing line), agency burg; Hollywood Film Studios, spot radio are: Ideal Novelty A classification goes almost entirely Hoag & Provandie, Boston; East Hollywood (photo enlargements), Toy Co., New York (toys) , agenc; C into soot radio man Kodak Co., Rochester (photo agency Harold S. Schwartz & Atlantic Adv. Co., New York; Ta graphic equipment), agency J. Assoc., Chicago; Revere Camera coma Metal Products Co., Tacom i borne of the sporting goods man Walter Thompson Co., New York; Co., Chicago (photographic equip (toy ranges), agency Condon Co I utacturers which fall into this Florida Fishing Tackle Mfg. Co., ment), agency Roche, Williams & Tacoma. 1 category are: Aladdin Industries i (lamps), agency William Hart Ad : ler, Chicago; Brunswick-Balke CLASS 25. SPORTING GOODS & TOYS Collender Co., Chicago (billiard & NETWORK 1950 $ 29,614 SPOT 1950 $ 360,556 bowling equipment), agency Al LEADING NETWORK ADVERTISERS (Gross) 1949 106,623 (Net) 1949 336,000 . Paul Lefton Co., Chicago; Max 1940 I Cook Sporting Goods Co Denver Network 1950 m, ^ (sporting goods) , agency Ted Levy, No. of stations Denver ClOSman Arms Co Roch Advertiser, program and agency Product Hours per Week i/envei , ^lu&iucin Ainib ^o., xvolh W)LSON & co ,NC $ 29,614 $ 90,581 ester (air rifles) , agency Scrivener, "All-Star Football Game" Sporting Goods MBS-460-var. time 62,774 | ■ Lewis & Co., Rochester; Cycloid Eweil-Thurber Assoc. ; ; ^ a . ™._-«_1ML . 1 „ „, . ' , , . ' j \ Source: Publishers Information Bureau * BROADCASTING • TELECASTING estimol . Corp., Chicago (sporting goods), *wm»m^mm^mmmmmmWm»m»»mm,mmmm»mmmm»*mm»mmm^mmmmmm4«»m«mm»mmmM».mm»mm»mmmm^»yL CI ass Toiletries TREND TOWARD greater use of spot radio and decline in network time sales continued in the Toiletries & Toilet Goods classification of advertisers during 1950. In 1948 this group of manufacturers spent $32,145,225 on network radio. By 1949 the total had dropped to $29,370,134 while 1950's total was further reduced to $25,783,015. Sales volume of toiletries during 1950 set a new record, according to a statement by S. L. Mayham, executive vice president of the Toilet Goods Assn., who estimated that gross sales for the year would run over $800 million. Mr. Mayham's statement follows : "The perfume, cosmetic and other toilet preparations business during 1950, from preliminary reports, again broke all records for volume. It is expected it will run well over $800 million at retail. The principal problem of the industry during 1951 will not be selling goods but securing sufficient supplies of raw materials and packaging materials to place an adequate volume on the market. This would seem to indicate that advertising schedules might be curtailed somewhat but there are other factors which are likely to work directly to the contrary— notably the excess profits tax and possible increase in rates of other taxes. "Radio has continued to be a medium of somewhat lesser importance than magazines and newspapers and magazine copy has been curtailed in favor of cooperative advertising placed locally in conjunction with retail outlets. The new medium of television is being experimented with by many large houses. If a proper formula can be developed this medium (Continued on page 11U) Page 112 • April 16, 1951 CLASS 26. TOILETRIES & TOILET GOODS LEADING NETWORK ADVERTISERS Advertiser, program and agency PROCTER & GAMBLE "Pepper Young's Family" Pedlar & Ryan Inc. "Lowell Thomas" Compton Adv. Inc. "Right to Happiness" Compton Adv. "Right to Happiness" Compton Adv. "Big Sister" Compton Adv. "F.B.I, in Peace and War" Biow Co. GILLETTE SAFETY RAZOR CO. "Sports Events" (baseball, racing, football games etc.) Maxon Inc. "Friday Night Fights" Maxon Inc. Toni Division: "Carol Douglas" Foote, Cone & Belding "Chance of a Lifetime" Foote, Cone & Belding "Modern Romances" Foote, Cone & Belding "Quick as a Flash" Foote, Cone & Belding "Arthur Godfrey" Foote, Cone & Belding "Give & Take" Foote, Cone & Belding "This is Nora Drake" Foote, Cone & Belding COLGATE-PALMOLIVE-PEET CO. "Strike it Rich" Wm. Esty Co. "A Day in the Life of Dennis Day" Ted Bates & Co. "A Day in the Life of Dennis Day" Ted Bates & Co. "Sports Newsreel of the Air" Sherman & Marquette "Your Stand In" Sherman & Marquette "The Judy Canova Show" Ted Bates & Co. "Mr. S Mrs. North" Sherman & Marquette "Our Miss Brooks" & "Steve Allen Show" (Eff. Jun.-Aug.) LEVER BROTHERS CO. "Big Town" Sullivan, Stauffer, Colwell & Bayles "Lux Radio Theatre" J. Walter Thompson Co. "Bob Hope" NETWORK 1950 $25,783,015 SPOT 1950 (Gross) 1949 29,370,134 (Net) 1949 1940 26,368,8781 Network No. of Stations Product Hours per Week 1950 1949 ? 4,3 Jo, 1 61 > J,/29,369 Camay Soap NBC-156/CBC-1V4 958,854 945,884 Ivory Soap CBS-1 03-1 1/4 1,102,723 1,073,635 (Jan.-Jun.; Aug. -Dec. ) NBC-153/CBC-1V4 402,338 940,684 (May-Sept.) 545,682 Ivory Soap, Duz NBC-153/CBC-1V4 (Jon -Apr.; Oct. -Dec.) 705,776 Ivory Soap, Spic & Span, Crisco CBS-1 41 /CBC-1V4 867,614 Lava Soap CBS-1 49-V2 658,950 720,228 (Jan.-Jun.; Aug. -Dec.) $ 3,982,570 $ 3,858,294 Razors, Blades, MBS, CBS, ABC, 382,772 435,722 Shaving Cream NBC Safety Razors, ABC-242/CBC-var. time 634,245 652,735 Blades, Shaving Cream (Jan-May; Sept.-Dec.) Toni Home Permanent, ABC-1 68-25 min. 231,233 Shampoo, Creme Rinse (Mar.-Sept.) ABC-1 57-1 1/4 260,077 (May-Sept.) ABC-1 32-% 16,626 (May-Jun.) ABC-1 63-1 1/4 246,476 (May-Sept.) CBS-1 78-1 1/4 348,435 153,900 (Jon. -Apr.; Oct.-Dec.) CBS-1 50-V2 433,420 439,518 Home Permanent Wave, CBS-158-1V4 1,429,286 1,478,893 Cream Shampoo $ 3,776,634 $ 3,499,560 All Products CBS-38-2V2 511,716 (Apr.-Oct.) Colgate Dental Cream NBC-145/CBC-V2 260,516 520,702 (Jun.-Jul.; Oct.-Dec.) Halo Shampoo, Colgate NBC-144-V2 273,368 Dental Cream, Palmolive (Jan. -May) Soap Colgate Shave Cream NBC-76-1/4 489,492 548,184 Halo Shampoo CBS-8-11/4 21,150 57,810 (Jan.-Apr.) NBC-145/CBC-V2 297,419 599,167 (May-Jul.; Oct.-Dec.) Halo Shampoo, Palmolive CBS-1 52-V2 881,579 873,297 Shave Cream Lustre Cream Shampoo, CBS-1 52/CBC-V2 820,096 831,392 Colgate Dental Cream $3,610,811 $ 4,580,221 Lifebuoy Soap NBC-1 34-1/2 821,196 833,808 Lux Toilet Soap, Flakes CBS-1 76/CBC-l 1,408,960 1,348,679 (Jan.-Jun.; Aug. -Dec.) Swan, (Eff. Feb.) Lux NBC-1 53/CBC-V2 222,846 667,251 $4,927,599 3,920,000 1940 $4,345,07 $ 427,87 4 $1,927,42 $1,051,64 ( Continued on page 11 BROADCASTING • Telecastini s K