Broadcasting Telecasting (Oct-Dec 1953)

NETWORK TV ALSO USED BY NEARLY HALF OF NETWORK RADIO CLIENTS, PIB FINDS September Publishers Information Bureau report shows 67 of the 145 network radio advertisers that month also were among the 1 62 tv network users. ALMOST half of the advertisers sponsoring programs on the nationwide radio networks are also users of network television, an analysis of Publishers Information Bureau reports on September advertising expenditures on the two types Top Ten Radio Network Advertisers in Sept. 1953 1. Procter & Gamble Co $1,149,543 2. Miles Labs 634,291 3. Gillette Co , 515,702 4. Colgate-Palmolive Co 477,433 5. General Foods Corp 385,873 6. American Home Products Corp ' 353,907 7. Sterling Drug 337,114 8. Liggett & Myers Tobacco Co 311,019 9. Manhattan Soap Co 301,359 10. Lever Brothers Co 295,860 of broadcast networks reveals. In September, 145 advertisers bought time on the radio networks, according to PIB figures, which also show that 67 of these companies, or 46.2% of the total, were among the 162 users of tv network facilities. The use of both radio and tv networks by the same companies is most evident among the top advertisers in each medium. As the accompanying tables of the "Top Ten" radio and tv network clients show, six companies appear on both lists: Procter & Gamble Co., which is the number one advertiser in both media; Colgate-Palmolive Co., Liggett & Myers Tobacco Co., Gillette Co., General Foods Corp. and Lever Brothers Co. There are, surprisingly, fewer duplications in the list of leading advertisers for each group of products advertised on the radio and tv networks. Of 25 categories of goods and services advertised on radio networks, the leading advertisers of only three classes are also the class leaders in network television. Knomark Mfg. Co. was September's top apparel advertiser on both types of broadcast networks; Mutual Benefit Health & Accident Assn. was the top insurance advertiser on both, and RCA purchased more tv network time as well as more radio network time than any other advertiser of radios, tv sets, phonographs, etc. Top Ten Tv Network Advertisers in Sept. 1953 1. Procter 8, Gamble Co $1,305,787 2. Colgate-Palmolive Co 964,964 3. R. J. Reynolds Tobacco Co 736,523 4. Liggett & Myers Tobacco Co 660,228 5. Gillette Co 614,868 6. American Tobacco Co 612,114 7. General Mills 471,739 8. P. Lorillard Co 456,919 9. General Foods Corp 429,109 10. Lever Brothers Co 427,687 Leading Radio Network Advertisers by Product Groups During Sept. 1953 Agriculture & Farming Allis-Chalmers Mfg. Co. $ 40,775 Apparel, Footwear & Access. Knomark Mfg. Co. 66,364 Automotive, Auto. Acess. & Equipment Kaiser Motor Corp. 260,542 Beer, Wines & Liquor Anheuser-Busch 88,223 Bldg. Materials, Equip. & Fixtures Johns-Manville Corp. 70,405 Confectionery & Soft Drinks William Wrigley Jr. Co. 124,239 Consumer Services " A T & T Co. 62,946 Drugs & Remedies Miles Labs 634,291 Entertainment Shipstad & Johnson Ice Follies of 1954 8,936 Food & Food Products General Foods Corp. 378,873 Gasoline, Lubricants & Other Fuels Standard Oil of Indiana 103,426 Household Equipment & Supplies Philco Corp. 1 26,951 Household Furnishings Owens-Corning Fiberglas Corp. 33,862 industrial Materials Reynolds Metals Co. 4,400 Insurance Mutual Benefit Health & Accident Assn. 97,365 Jewelry, Optical Goods & Cameras Gruen Watch Co. 48,000 Office Equipment, Writing Sup plies, Stationery & Access. Publishing & Media Hall Brothers 67,359 First Church of Christ Scientist 18,423 Radios, Tv Sets, Phonographs, Musical Instruments & Access. RCA 63,608 Retail Stores & Direct by Mail Dr. Hiss Shoe Stores 1,236 Smoking Materials Liggett & Myers Tobacco Co. 31 J, 01 9 Soaps, Cleansers & Polishes Procter & Gamble Co. 732,731 Toiletries & Toilet Goods Gillette Co. 515,702 Transportation, Hotels & Resorts Assn. of American Railroads 63,317 Miscellaneous American Federation of Labor 100,991 Leading Tv Network Advertisers in Each Product Group in Sept., 1953 Knomark Mfg. Co. Apparel, Footwear & Access. Automotive, Auto. Access. & Equipment Beer, Wines & Liquor Bldg. Materials, Equip. & Fixtures Confectionery & Soft Drinks Consumer Services Drugs & Remedies Food & Food Products Gasoline, Lubricants & Other Fuels Household Equipment & Other Supplies Household Furnishings Industrial Materials Insurance Jewelry, Optical Goods & Cameras Office Equipment, Writing Supplies, Stationery & Access. Publishing & Media Radios, Tv Sets, Phonographs, Musical Instruments & Access. Smoking Materials Soaps, Cleansers & Polishes Toiletries & Toilet Goods Transportation, Hotels & Resorts Miscellaneous General Motors Corp. Pabst Brewing Co. Reardon Co. Coca-Cola Co. Electric Co's Advertising Program American Home Products Corp. General Mills Gulf Oil Corp. General Electric Co. Armstrong Cork Co. Aluminum Co. of America Mutual Benefit Health 81 Accident Assoc. Speidel Corp. W. A. Sheaffer Pen Co. Crowell-Collier Publishing Co. RCA R. J. Reynolds Tobacco Co. Procter & Gamble Co. Colgate-Palmolive Co. Capital Airlines Quaker Oats Co. $ 69,796 372,817 228,620 34,190 198,802 52,269 243,268 458,326 99,861 363,560 132,015 92,157 115,491 61,545 62,092 12,883 194,735 736,523 1,305,787 766,509 25,025 75,180 Gross Radio Network Time Sales by Product Group, for Sept. and Jan. -Sept. 1953, Compared to 1952 Agriculture & Farming Apparel, Footwear & Access.. Automotive, Auto. Equip. & Access Beer, Wine & Liquor Bldg. Materials, Equip. & Fixtures Confectionery & Soft Drinks. . Consumer Services Drugs & Remedies Entertainment & Amusements. Food & Food Products ...... Gasoline, Lubricants & Other Fuels Horticulture Household Equipment Household Furnishings Industrial Materials Insurance Jewelry, Optical Goods & Cameras Office Equip., Writing Supplies & Stationery .... Political , Publishing & Media Radios, Tv Sets, Phonographs, Musical Instru September 1953 Jan. -Sept. 1953 September 1952 Jan. -Sept. 1952 98,233 144,854 $ 889,625 789,291 $ 66,799 40,402 $ 537,954 235,681 739,188 203,249 5,116,714 1,365,291 322,839 95,803 2,819,104 1,701,275 212,996 248,138 136,930 1,412,085 8,936 2,417,289 1,121,634 2,287,445 1,753,951 15,715,028 8,936 26,498,180 105,988 333,212 157,184 1 ,447,027 6,090 2,985,509 786,786 4,300,755 1,637,673 15,286,674 6,090 26,933,657 344,916 548,318 97,255 4,400 232,633 3,621,905 107,324 5,374,126 1,511,258 743,631 1,628,231 451,806 600,853 1 37,277 217,999 263,160 3,988,787 109,923 3,572,759 974,662 1 ,422,867 2,602,376 87,553 652,923 60,517 587,565 67,359 25,499 433,671 175,447 65,556 397,320 13,290 427,113 506,289 492,220 ments & Access 144,805 1,687,495 135,738 1,185,756 Retail Stores & Direct 1,236 1 1 ,742 3,024 21,438 945,030 1 1 ,068,343 1 ,041 ,879 12,069,433 Soaps, Cleansers & Polishes... 1,368,242 11,580,807 1,589,147 13,532,568 Toiletries & Toilet Goods .... 2,056,340 19,947,289 1,841,329 16,646,080 Transportation, Travel 63,317 618,025 78,263 681,684 554,128 4,156,472 428,886 3,808,615 TOTAL $12,162,929 $118,864,784 $12,886,897 $116,875,784 Source: Publishers Information Bureau. Page 38 • November 23, 1953 Gross Tv Network Time Sales by Product Groups for Sept. and Jan. -Sept, 1953, Compared to 1952 September Jan. -Sept. September Jan. -Sept. 1953 1953 1952 1952 Agriculture & Farming 4,303 — Apparel, Footwear & Access.. . 322,669 1,846,324 241,476 2,191,626 Automotive, Auto. Acess. & Equip 1,719,771 13,604,049 1,129,730 10,680,026 Beer, Wines & Liquor 489,546 3,652,614 388,637 4,196,786 Bldg. Materials, Equip. & Fixtures 34,190 170,845 27,255 356,269 Confectionery & Soft Drinks.. 406,752 3,864,062 355,997 3,640,286 Consumer Services 52,269 445,371 256,686 Drugs & Remedies 624,907 6,326,336 473,203 3,884,822 Entertainment 8t Amusements. . 11,428 1,500 1,500 Food & Food Products 3,439,309 29,077,917 2,923,833 25,537,492 Gasoline, Lubricants & Other Fuels 150,461 2,060,245 299,275 2,635,063 Horticulture 6,113 12,370 Household Equip. & Supplies. . 1,274,601 12,635,080 732,640 7,203,983 Household Furnishings 279,437 1,834,322 126,577 1,587,763 Industrial Materials 245,037 2,957,713 247,010 2,828,504 Insurance 182,955 969,069 81,810 342,738 Jewelry, Optical Goods & Cameras 203,966 1,948,548 163,170 1,602,614 Office Equipment, Stationery & Writing Supplies 118,347 944,303 94,200 1,136,455 Political : 322,579 465,301 Publishing & Media 12,883 216,013 81,529 635,925 Radios, Tv Sets, Phonographs, Musical Instruments & Access 423,263 2,745,104 238,135 3,058,773 Retail Stores & Direct by Mail 23,175 101,341 915,842 Smoking Materials 3,135,513 25,946,383 2,360,879 20,360,772 Soaps, Cleansers & Polishes. . . 2,065,835 16,407,470 1,836,245 14,124,664 Sporting Goods 51,723 Toiletries & Toilet Goods 2,846,161 25,830,029 2,017,611 17,165,201 Transportation, Travel & Resorts 25,025 247,799 Miscellaneous 179,230 1,663,306 154,140 1,316,873 TOTALS 18,232,127 155,489,644 14,398,772 126,098,334 Source: Publishers Information Bureau. Broadcasting • Telecasting