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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