Broadcasting Telecasting (Jan-Mar 1956)

Record Details:

Title:
Broadcasting Telecasting
Date:
Jan-Mar 1956
Publisher:
Washington, D.C. : Broadcasting Publications Inc.
Volume:
Broadcasting Telecasting
Leaf #:
0001100
Language:
English
Subjects:
radio and television periodical, Broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
Library of Congress, MBRS, Recorded Sound Section
Sponsor:
Library of Congress, Motion Picture, Broadcasting and Recorded Sound Division
Coordinator:
Media History Digital Library
Date Added:
June 13, 2024
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ADVERTISERS & AGENCIES m FOODS $80.0 TOILETRIES $74.2 AUTOMOBILES $47.1 THE TOP 7 ON NETWORK TV The gross time purchases of network advertisers in each of these product classifications were more than $10 million in 1955. Together, the seven categories accounted for $344,141,415 of the total $406,899,059 spent for tv network time last year. SOAPS $46.0 SMOKING MAT. $42.1 APPLIAMCES $31.5 DRUGS $23.3 TV NETWORK BUYS AND BUYERS PROCTER & GAMBLE, the top buyer of network tv time last year, purchased at gross rates, before discounts, $33,822,228 in time in 1955, or more than $10 million over its 1954 network tv allocation. The big money in network tv last year came from national advertisers of foods, toiletries, automobiles, soaps and tobacco, ranked in that order. Reflecting these purchases is the makeup of the top 10 tv network clients for 1955, based upon the compilation of gross billings prepared by the Publishers Information Bureau. Colgate-Palmolive, which spends most of its network tv ad dollars for toiletries products and some for soap, was second in line in the tv market, checking out with $18,698,318, an increase of about $4.6 million over the previous year. Gillette Co., also big in toiletries tv advertising, added about $4.2 million, while Lever Bros, (toiletries as well as foods and soap in tv advertising) was up $7.2 million. In the automotive field, Chrysler LEADING ADVERTISERS IN GROSS TV NETWORK TIME SALES BY PRODUCT GROUPS DURING DECEMBER RESPECTIVE GROUPS AND FULL YEAR 1955, COMPARED TO 1954 DURING DECEMBER 1955 December Full Year December Full Year 1955 1955 1954 1954 Agriculture & Farming $ 32,300 $ 134,577 $ $ 141,250 Ralston-Purina Co. $ 32,300 Apparel, Footwear & Access. 233,799 2,828,170 284,506 3,235,718 Cluett, Peabody & Co. 106,779 Automotive, Auto Equip. & Access. 5,399,187 47,059,360 3,387,602 29,203,750 Chrysler Corp. 2,077,988 Aviation, Aviation Access. & Equip. 10,492 133,947 General Dynamics Corp. 10,492 Beer, Wine & Liquor 752,858 7,588,396 769,448 6,980,809 Jos. Schlitz Brewing Co. 238,755 Bldg. Materials, Equip. & Fixtures 98,088 1,860,776 4,118 1,121,774 Johns-Manville Corp. 52,050 Confectionery & Soft Drinks 1,172,417 8,113,792 763,403 6,179,307 The Coca-Cola Co. 385,967 Consumer Services 34,080 1,173,357 103,909 1,297,433 Western Union Tel. Co. 34,080 Drugs & Remedies 2,591,934 23,280,306 1,999,614 15,848,666 American Home Prods. 1,187,700 Entertainment & Amusements 13,141 16,210 Food & Food Products 7,254,841 79,988,578 6,689,648 64,495,785 General Foods Corp. 1,324,430 Gasoline, Lubricants & Other Fuels 517,225 4,994,750 544,980 3,988,141 Gulf Oil Corp. 215,821 Horticulture 35,268 146,978 23,406 Florist's Telegraph Delivery Assn. 35,268 Household Equip. & Supplies 2,870,470 31,548,849 2,755,701 26,403,009 General Electric Co. 507,479 Household Furnishings 230,261 2,570,634 364,150 4,031,046 Armstrong Cork Co. 141,950 Industrial Materials 941,889 7,507,334 691,743 6,600,320 Aluminum Co. of America 222,876 Insurance 380,811 2,219,079 233,208 1,765,272 Prudential Insurance Co. of America 253,080 Jewelry, Optical Goods & Cameras 510,032 4,834,779 553,651 3,178,091 Eastman Kodak Co. 167,250 Office Equip., Stationery & Writing Supplies 718,923 5,921,867 748,767 5,556,031 W. A. Sheaffer Pen Co. 358,191 Political 323,986 Publishing & Media 34,295 708,621 20,940 217,393 Crowell-Collier Pub. Co. 19,500 Radios, Tv Sets, Phonographs, Musical Instruments & Access. 616,765 8,096,483 787,921 8,595,186 Admiral Corp. 198,495 Retail Stores & Direct by Mail 10,392 42,345 Smoking Materials 3,869,086 42,121,762 3,928,697 42,727,939 R. J. Reynolds Tobacco 1,254,708 Soaps, Cleansers & Polishes 4,431,586 45,967,555 3,295,545 34,606,678 Procter & Gamble Co. 2,888,507 Sporting Goods & Toys 184,694 697,408 30,423 120,645 Lionel Corp. 60,318 Toiletries & Toilet Goods 6,190,022 74,175,005 5,357,306 49,962,588 Gillette Co. 1,121,476 Travel, Hotels & Resorts 43,830 508,140 37,140 839,270 Pan-Am. World Airways 43,830 Miscellaneous 243,464 2,695,023 207,920 2,652,226 Armour & Co. 62,780 TOTALS $39,398,617 $406,899,059 $33,560,340 $320,154,274 Source: Publishers Information Bureau Page 34 • March 5, 1956 Broadcasting • Telecasting