Broadcasting Telecasting (Jan-Mar 1956)

IN LOS ANGELES RADIO-TV WHOSE COMMERCIALS GET MOST EXPOSURE? Hooper Index of Broadcast Advertisers (Based on Broadcast Advertisers Reports' monitoring) RADIO INDEX— NETWORK PLUS SPOT Hooper Index Network Total Commercial of Broadcast Rank Product & Agency Shows Stations Units Advertisers 1. Hills Bros. (N. W. Ayer) 3 31 52 2. Folger (Raymond R. Morgan) 1 24 49 3. Iris (Mogge-Privett) 1 33 21 4. Butternut (Buchanan-Thomas) 1 18 13 5. Yuban (Benton & Bowles) 2 10 10 6. Schilling (Beaumont & Hohman) 1 9 7 7. Perfect Host (Barton A. Stebbins) 1 1 1 7. Huggins Young (Glasser-Gailey) 1 1 1 TELEVISION INDEX— NETWORK PLUS SPOT Hooper Index Network Total Commercial of Broadcast Rank Product & Agency Shows Stations Units Advertisers 1. Maxwell House (Benton & Bowles) 3 3 14'/3 205 Maxwell Instant 2 3 13 199 Maxwell Regular 1 1 T/3 6 2. Hills Bros. (N. W. Ayer) 3 21 112 2. Nestle Instant (McCann-Erickson) 4 19 112 4. Folger Instant (Brooke, Smith, French & Dorrance) 2 32 104 5. Sanka Instant (Young & Rubicam) 1 1 T/3 37 6. Butternut (Buchanan-Thomas) 3 23 36 7. M. J. B. (Batten, Barton, Durstine & Osborn) 2 10 34 8. Chase & Sanborn Instant (Compton) 2 2 3 28 9. Nescafe (Bryan Houston) 1 1 2% 20 10. Yuban (Benton & Bowles) 3 6 14 11. Buisman (Hixon-Jorgensen) 1 3 12 12. Perfect Host (Barton A. Stebbins) 1 2 9 13. Borden Instant (Doherty, Clifford, Steers & Shenfield) 1 1 2 3 The Hooper Index of Broadcast Advertisers is a measure of the extent to which a sponsor's commercials are seen or heard. Each commercial is assigned a number of "commercial units," according to its length.* This number is then multiplied by the audience rating attributed to that commercial.** When each commercial has thus been evaluated, the results for all commercials of each sponsor are added to form the HIBA. For further details of preparation, see the basic reports published by C. E. Hooper Inc., Broadcast Advertisers Reports Inc. and American Research Bureau Inc. Above summary is prepared for use solely by Broadcasting • Telecasting. No reproduction permitted. * "Commercial Units": Commercials are taken from the monitored reports published by Broadcast Advertisers Reports Inc. A "commercial unit" is defined as a commercial exposure of more than 10 seconds but usually not more than one minute in duration. Four "commercial units" are attributed to a 30-minute program, and in the same proportion for programs of other lengths. A "station identification" equals one-half "commercial unit." ** Audience ratings for television, both national and local, are those published by American Research Bureau Inc. Those for radio are the ratings of C. E. Hooper Inc. In the case of station breaks the average of the ratings for the preceding and following time periods is used wherever feasible; otherwise, the rating is that of either the preceding or following time period, normally the preceding. In the above summary, monitoring occurred Jan. 1-7, 1956. Sabin Forms Adv. Agency ROBERT L. SABIN, vice president and sales manager, WKNY Kingston, N. Y., has resigned to form his own advertising agency, effective May 1. The agency will be located in Kingston and will be called the Sabin Adv. Agency. Mr. Sabin reports 11 local accounts signed. AGENCY APPOINTMENTS Mennen Co. (toiletries), Morristown, N. I., appoints Grey Adv., N. Y., as agency for Mennen Hair Creme, effective April 1. Account currently serviced by Kenyon & Eckhardt, N. Y. British Overseas Airways Corp., London and N. Y., appoints Pemberton, Freeman, Bennett & Milne Ltd., Toronto, for U. S. and Canadian advertising, effective April 1. PFB&M is affiliated with Victor A. Bennett Co., N. Y., and Alfred Pemberton Ltd. and Robert Freeman Co., both London. Account is currently being serviced by Foote, Cone & Belding, N. Y. American & Foreign Power Co. (electricity), N. Y., appoints Godwin Adv. Agency, Jackson, Miss. -New Orleans. Godwin has opened offices in Singer Bldg. Annex, N. Y., to service account. FOUR FROM B-B-T JOIN JOS. SCHLITZ John Toigo among quartet from agency that take new posts with Milwaukee firm. FOUR key executives previously with BiowBeirn-Toigo (now The Biow Co.), New York, including John Toigo, agency partner and executive vice president, have been appointed to top posts at Jos. Schlitz Brewing Co. Mr. Toigo, was named marketing director, thus ending frequent reports he would leave Biow-Beirn-Toigo for another position after that agency's resignation of the Schlitz account. Schlitz later appointed J. Walter Thompson to handle the account [B*T, Jan. 30, 23]. Other key appointments include Robert F. Branch, former B-B-T vice president, as director of market plans; Louis S. Berger, B-B-T vice president and media director, as director of media and market research, and Richard Steenberg, B-B-T account supervisor, as advertising manager. All will headquarter in Milwaukee, Schlitz operating base. Their appointments were effective Thursday. Herbert E. Palaith will continue as merchandising director under Mr. Toigo and Francis Smawley as assistant advertising manager. Dan B. Miner Agency Adds Four Persons to Its Staff DAN B. MINER CO., Los Angeles agency, has added four persons to its staff in line with its expansion program. S. James Andrews, assistant to the president in charge of tv at Maxon Inc., N. Y., has joined Miner as associate radio and television director. Charles J. Neugebauer, of Botsford, Constantine & Gardner, Seattle, has joined the Miner copy staff. Richard P. Lytle, account executive at StillerRouse & Assoc., Beverly Hills, has joined Miner as a member of the agency's account service and copy staff, and new Miner production manager is Al Schoenfield, formerly at Stiller-Rouse, Neal Adv. Assoc., Erwin, Wasey and Co., and Honig-Cooper, Los Angeles. SPOT NEW BUSINESS Aluminum Co. of America, Pittsburgh, for its new Alcoa Wrap (aluminum foil) is using spot campaign — radio and television — starting at varying dates, March 5, 12, and 19. Television spots being run in approximately 24 markets and radio spots in nearly half-dozen. Contract will run two to six weeks, depending on market. In addition firm is using its network show, Alcoa Hour, Sundays on NBC-TV, to promote new product. Agency for Alcoa Wrap is Ketchum, MacLeod & Grove, Pittsburgh. Procter & Gamble, Cincinnati, for new shampoo to be handled by Biow Co., N. Y., will use radio-tv test campaign starting early this spring. Dormeyer Inc. (electrical kitchen appliances), Chicago, has assigned Product Services, N. Y., special 30-day tv spot test campaign for its Mix-Well mixers in five major U. S. markets, starting next month. Agency for Dormeyer is John W. Shaw Adv., Chicago. Leonard W. Besinger, developer-builder of Meadowdale, 111., community, has appropriated $100,000 for tv advertising, plus unspecified Page 40 • March 5, 1956 Broadcasting • Telecasting