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 #:
0001214
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 General Cigar, Bristol-Myers and Life. McCANN-ERICKSON: Combined tv-am spot billing, $22 million; television only, $20 million; radio only, $2 million. Network tv-am total billing, $38 million. Total broadcast billing, $60 million. Leading spot advertisers: Bulova, National Biscuit Co., Esso, Cheseborough-Ponds Inc., Swift & Co., S.O.S. Co. and California Packing Corp. BBDO: Combined tv-am spot billing, $21.5 million; television only, $14 million; radio only. $7.5 million. Network tv-am total billing, $39.5 million. Total broadcast billing, $61 million. Leading spot advertisers: Lever Bros., Campbell Soup Co., Penick & Ford, F & M Schaefer Brewing Co., American Tobacco Co. and TWA. LEO BURNETT CO.: Combined tv-am spot billing, $18 million; television only, $15 million; radio only, $3 million. Network tv-am total billing, $24.1 million. Total broadcast billing, $42.1 million. Leading spot advertisers: Kellogg Co., Motorola Inc., Philip Morris & Co. (Marlboro), Procter & Gamble, Tea Council. N. W. AYER & SON: Combined tv-am spot billing, $15 million; television only, $12 million; radio only, $3 million. Network tv-am total billing, $6 million. Total broadcast billing, $21 million. Leading spot advertisers: Atlantic Refining Co., Johnson & Johnson, Plymouth. Seabrook Farms and Yardley. J. WALTER THOMPSON CO.: Combined tv-am spot billing, $12.7 million; television only, $9.5 million; radio only, $3.2 million. Network tv-am total billing, $45.3 million. Total broadcast billing, $58 million. Leading spot advertisers: Ford Dealers, Seven-Up Bottling Co., Ward Baking Co. and Shell Oil Co. BENTON & BOWLES: Combined tv-am spot billing, $11 million; television only, $10 million; radio only, $1 million. Network tv-am total billing, $28 million. Total broadcast billing, $39 million. Leading spot advertisers: Instant Maxwell House coffee, Florida Citrus Commission, General Food's Post cereals, Studebaker and Procter & Gamble (new brand). KENYON & ECKHARDT: Combined tv-am spot billing, $10 million; television only, $7 million; radio only, $3 million. Network tv-am total billing, $24.5 million. Total broadcast billing, $34.5 million. Leading spot advertisers: Ford's Lincoln-Mercury Div., Mennen Co., National Biscuit Co., Quaker State Oil Refining Co. and Pepperidge Farm Co. DANCER-FITZGERALD-SAMPLE: Combined tv-am spot billing, $9 million; television only, $6 million; radio only, $3 million. Network tv-am total billing, $21 million. Total broadcast billing, $30 million. Leading spot advertisers: Falstaff, Procter & Gamble, General Mills, Best Foods, American Chicle. CUNNINGHAM & WALSH: Combined tvam spot billing, $8.4 million; television only. $6.7 million; radio only, $1.7 million. Network tv-am total billing, $8.6 million. Total broadcast billing, $17 million. Leading spot advertisers: Liggett & Myers Tobacco Co., Folger's coffee, Sunshine Biscuit, Narragansett beer. GEOFFREY WADE: Combined tv-am spot billing, $8 million; television only, $6 million; radio only, $2 million. Network tv-am total billing, $3 million. Total broadcast billing, $11 million. Leading spot advertisers: AlbertoCulver Co. of Hollywood and Miles Labs. RUTHRAUFF & RYAN: Combined tv-am spot billing, $7.1 million; television only, $4.5 million; radio only, $2.6 million. Network tvam total billing, $8.4 million. Total broadcast billing, $15.5 million. Leading spot advertisers: Bosco, Packard, Sun Oil, Wrigley and Turns. BIOW-BEIRN-TOIGO (now The Biow Co.): Combined tv-am spot billing, $7 million; television only, $5 million; radio only, $2 million. Network tv -am total billing, $23 million. Total broadcast billing, $30 million. Leading spot advertisers: Procter & Gamble Co. (Fluffo), Anacin, Ruppert Inc., Hudson Pulp & Paper Co., Pepsi-Cola, P&G's Spic and Span and Lilt, and Philip Morris cigarettes. WILLIAM ESTY: Combined tv-am spot billing, $6.5 million; television only, $4 million; radio only, $2.5 million. Network tv-am total billing, $32.5 million. Total broadcast billing, $39 million. Leading spot advertisers: Prestone, R. J. Reynolds Tobacco Co. (Camel & Winston cigarettes) and Colgate-Palmolive Co. GRANT ADV.: Combined tv-am spot billing, $6.3 million; television only, $4 million; radio only, $2.3 million. Network tv-am total billing. $4.8 million. Total broadcast billing, $11.1 million. Leading spot advertisers: Dodge, National Airlines, Florist's Telegraph Delivery Assn. and Dr. Pepper. COMPTON ADV.: Combined tv-am spot billing, $5.7 million; television only, $5 million; radio only, $700,000. Network tv-am total billing, $19.8 million. Total broadcast billing, $25.5 million. Leading spot advertisers: Procter & Gamble, Standard Brands, Goetz beer, Personal Products Co., Socony-Mobile Oil and Sterling Drug. HARRY B. COHEN: Combined tv-am spot billing, $5.5 million; television only, $4 million; radio only, $1.5 million. Network tv-am total billing, none. Total broadcast billing, $5.5 million. Leading spot advertisers: Block Drug, Grove Labs, Lydia Pinkham, B. T. Babbitt Co. and Chattanooga Medicine Co. LENNEN & NEWELL: Combined tv-am spot billing, $5 million; television only, $2.4 million; radio only, $2.6 million. Network tvam total billing, $15 million. Total broadcast billing, $20 million. Leading spot advertisers: Colgate-Palmolive Co., American Airlines, P. Lorillard and National Biscuit (Dromedary). FOOTE, CONE & BELDING: Combined tvam spot billing, $4.5 million; television only, $3.3 million; radio only, $1.2 million. Network tv-am total billing, $16 million. Total broadcast billing, $20.5 million. Leading spot advertisers: Lever Bros., Rheingold beer. Paper Mate Co., Breast of Tuna and Sunkist. NEEDHAM, LOUIS & BRORBY: Combined tv-am spot billing, $3.8 million; television only, $1.8 million; radio only, $2 million. Network tv-am billing, $8.2 million. Total broadcast billing, $12 million. Spot advertisers: Monsanto Chemical, S. C. Johnson & Son, Kraft. SULLIVAN, STAUFFER, COLWELL & BAYLES: Combined tv-am spot billing, $3.5 million; television only, $2.5 million; radio only, $1 million. Network tv-am billing, $14.3 million. Total broadcast billing, $17.8 million. Spot advertisers: American Cigar & Cigarette Co. (Pall Mall), Carter Products and Lever. D'ARCY: Combined tv-am spot billing, $3.5 million; television only, $2.5 million; radio only, $1 million. Network tv-am billing, $6.5 million. Total broadcast billing, $10 million. Leading spot advertisers: Standard Oil Co. (Indiana), Anheuser-Busch, Coca-Cola Co. and General Tire & Rubber Co. GREY ADV.: Combined tv-am spot billing, $3 million; television only, $1.5 million; radio only, $1.5 million. Network tv-am billing, $5 million. Total broadcast billing, $8 million. Leading spot advertisers: Block Drug, Five-Day Deodorant, Amitone and Collier's magazine. TATHAM-LAIRD: Combined tv-am spot billing, $2.9 million; television only, $2.84 million; radio only, $60,000. Network tv-am billing, $9.3 million. Total broadcast billing, $12.2 million. Leading spot advertisers: Weidemann Brewing Co., Toni Co. and General Mills. Broadcasting • Telecasting HOW SPOT SHARES IN THEIR BILLING (All d ollar fig ures in millions) Combined Spot Combined Ran k Am-Tv Snare ot Tv Radio Am-Tv Total in Spot Total Broad Spot Spot Network Broadcast 1955 Agency Billing cast Billing Only Only Billing Billings 1. Ted Bates $29 78.4% $24 $ 5 $ 8 $37 2. Young & Rubicam 27 37.5 16 11 45 72 3. McCann-Erickson 22 36.7 20 2 38 60 4. BBDO 21.5 35.2 14 7.5 39.5 61 5. Leo Burnett Co. 18 42.7 15 3 24.1 42.1 6. N. W. Ayer & Son 15 71.4 12 3 6 21 7. J. Walter Thompson C o. 12.7 21.9 9.5 3.2 45.3 58 8. Benton & Bowles 11 28.2 10 1 28 39 9. Kenyon & Eckhardt 10 29.0 7 3 24.5 34.5 10. Dancer-Fitzgerald Sample 9 30.0 6 3 21 30 11. Cunningham & Walsh 8.4 49.4 6.7 1.7 8.6 17 12. Geoffrey Wade Adv. 8 72.7 6 2 3 11 13. Ruthrauff & Ryan 7.1 45.8 4.5 2.6 8.4 15.5 14. Biow-Beirn-Toigo (now Biow Co.) 7 23.3 5 2 23 30 15. William Esfy Co, 6.5 16.7 4 2.5 32.5 39 16. Grant Adv. 6.3 56.7 4 2.3 4.8 11.1 17. Compton Adv. 5.7 22.3 5 .7 19.8 25.5 18. Harry B. Cohen 5.5 100.0 4 1.5 0 5.5 19. Lennen & Newell 5 25.0 2.4 2.6 15 20 20. Foote, Cone & Belding 4.5 21.9 3.3 1.2 16 20.5 21. Needham, Louis & Brorby J.8 31.7 1.8 2 8.2 12 22. Sullivan, Stauffer, 23. Colwell &. Bayles 3.5 19.7 2.5 1 14.3 17.8 D'Arcy Adv 3.5 35.0 2.5 1 6.5 10 24. Grey Adv. 3 37.5 1.5 1.5 5 8 25. Tatham-taird Co. 2.9 23.8 2.84 .06 9.3 12.2 Page 32 • March 12, 1956