Broadcasting Telecasting (Apr-Jun 1957)

1956 TV SPOT SPENDING BY BRAND Fels & Co.— Goebel Brewing Fels & Co $190,870 Fels Naptha Inst. Granules 153,530 Fels Naptha Soap Chips 37,340 Felton, Sibley & Co., Inc. $55,060 Paint 55,060 Fenn Bros., Inc. $24,120 Butter Brickie Candy 24,120 Fidelity Storm Window Co. $23,260 Roofing & Siding 9,230 Storm Windows 14,030 Filbert, J. H. Inc $101,830 Mrs. Filbert's Margarine 88,880 Mrs. Filbert's Mayonnaise 12,080 Mrs. Filbert's Salad Dressing 870 Fine Products Corp $28,980 Hollingsworth Candy 11,360 Nunnally's Candy 17,620 Fino Food Processing Co. $25,100 Coffee Blender 25,100 Firch Baking Co $39,080 Sunbeam Bread 28,170 V-10 Bread 10,910 Firestone Tire & Rubber $27,970 Firestone Fornax Mattress 1,630 Firestone Tires 10,580 Velon 80 Firestone Stores 15,680 First Federal Sav. . & Loan $29,920 Fisher Baking Co $56,860 Bakery Products 23,790 Famlee Bread 910 Fisher Bread 32,160 Fitzgerald Bros. Brew. Co $100,120 Fitzgerald Ale 72,080 Fitzgerald Beer 28,040 Fleetwood Coffee Co. $75,020 Fleetwood CoffeeInstant 7,070 Fleetwood Coffee Inst./Reg 60,880 Fleetwood CoffeeRegular 7,070 Flex Straw Co $45,720 Drinking Straws 45,720 Flexalum Co $21,490 Flexalum Awnings 1,210 Flexalum Venetian Blinds 20,280 Florida Citrus Commission $1,972,450 Citrus Products 1,972,450 Florida Fence Co. $22,800 Chain Link Fences 22,800 Folger, J. A., & Co $1,627,130 Folgers Coffee Inst. 304,790 Folgers Coffee Inst./Reg 595,870 Folgers Coffee Reg. .. 726,470 Food Associates, Inc. $21,630 Rose Kist Popcorn 21,630 Food Fair Stores, Inc $173,880 Food Mfgrs., Inc $1,344,620 M & M Candies 1,094,280 Uncle Ben's Rice 250,340 Food Mart, Inc $38,200 Ford Motor Co $3,332,620 Ford Accessories 6,220 Ford Cars 2,981,590 Ford Tractors 26,940 Ford Trucks 113,980 Lincoln Cars 95,990 Mercury Cars 107,900 Foremost Dairies, Inc $510,510 Cheese Cake 390 Dairy Products 496.360 Evaporated Milk 2,730 Ice Cream 11,030 Forest Hill Dairy $20,020 Dairy Products 20,020 Foster-Grant Co., Inc $28,210 Sunglasses 28,210 Foster-Milburn Co $126,380 Doans Pills 126,380 Fradelis Frozen Food Corp $37,380 Frozen Foods 37,380 Fragrance Foundation $41,550 Perfumes 41,550 Franks Beverage Co. $31,290 Soft Drinks 31,290 Fratell Branca & Co $20,640 Bitters 20,640 Freihofer Baking Co $109,470 Lite Diet Bread 1,300 White Diet Bread 108,170 Frenchette Co., Inc $198,640 Frenchette Salad Dressing 198,640 Friend Bros., Inc $28,380 Baked Beans 28,380 Friendship Dairies $29,560 Dairy Products 29,560 Frito Co $424,190 Champion Foods 16,780 Geiser's Potato Chips $33,410 Potato Chips 29,510 Pretzels 3,900 General Aniline & Film $20,670 Ansco Films 20,670 General Appliance Co $47,890 Appliances 1,930 G.E. Appliances 4,320 Philco Appliances . 34,220 Whirlpool Appliances 7,420 General Baking Co. $526,510 Biscuits 5,850 Bond Bread 405,700 Grossinger's Rye Bread 114,960 General Cigar Co. $584,270 Robert Burns Cigarrillos 7,180 Robert Burns Cigars ... . 348,620 Van Dyck Cigars 42,120 White Owl Cigars 186,350 General Electric Co $1,039,800 G.E. Appliances 733,750 G.E. Bulbs 1,500 G.E. Radios 9,410 G.E. Replacement Tubes 960 G.E. TV Sets 10,500 G.E. Washing Machine 99,620 Hotpoint Appliances ... 157,900 Hotpoint TV Sets 22,730 Telechron Clocks 2,520 Kool Aid Kool Shake Maple-Del Syrup Maxwell House Coffee Inst Maxwell House Coffee Inst./Reg Maxwell House Coffee Reg Minute Potatoes Minute Rice Perkins Lemonade Mix Post Toasties Post's Cereals Post's GrapeNuts/Flakes Post's Sugar Crisp .... Post's Sugar Rice Krinkles Sanka Coffee Inst Swansdown Cake Flour Swansdown Cake Mix Yuban Coffee Inst./Reg Yuban Coffee Regular General Ice Cream Corp. Sealtest Ice Cream ... General Ins. Co. of America Auto Insurance 168,600 44,920 9,960 4,318,140 312,110 831,650 4,370 6,820 17,610 129,090 421,820 70,570 82,690 12,890 25,900 151,700 416,780 19,990 45,680 $103,930 . 103,930 SPOT TV ALONG TOBACCO ROAD THE unending quest to be America's smoking choice prompted top cigarette makers to concentrate the major part of spot tv budgets on new brands or old-line cigarettes now being marketed in new forms and packages. TvB's 1956 spot tv figures show this brand concentration: Cigarette Firm's Manufacturer Spot Tv in '56 Brown & Williamson $11,288,620 Philip Morris & Co. 7,369,440 Liggett & Myers 4,400,900 P. Lorillard & Co. 2,148,610 American Tobacco Co. 1,206,280 Top Brand Amount Spent In Spot Tv Viceroys Marlboros L&M's Old Golds Hit Parades For Top Brand $5,373,290 3,404,200 3,294,310 1,958,800 668,340 Cheetos 77,430 Chili 2,160 Fritos 302,250 Tatos 25,570 Frontier Foods Corp $378,210 E-Z Pop Popcorn 2,490 Flav-R Straws 375,720 Frontier Oil Refining Co. $44,960 Gas & Oil 44,960 Frosty Morn Meat Co $59,020 Meat Products 59,020 Fuller, W. P., & Co $154,530 Fuller Paints 154,530 Furr's Food Stores $37,910 G. H. P. Cigar $435,780 El Producto Cigars 370,800 La Palina. Cigars 43,790 Lovera Cigars 21,190 Gallo Winery E. & J $1,130,820 Burganday Wine 2,430 Gallo Wine 1,091,980 Sherry Wine 1,350 Vino Paisano 35,060 Vacuum Cleaners 910 Insurance 51,480 General Electric Supply $306,090 G.E. Air Conditioner 5,150 G.E. Appliances 221,190 Hotpoint Appliances 79,750 General Foods Corp $9,415,940 Baker's Cocoa 1,520 Baker's Frozen Coconut 2,300 Baker's Coconut 1,020 Baker's Inst. Chocolate 44,350 Birdseye Frozen Foods 1,230,660 Birdseye Frozen Poultry 3,040 Bliss Coffee Inst./Reg 21,580 Bliss Coffee Reg 430 Gaines Dog Food 31,600 Go Ironing Aid 2,600 Good Seasons Salad Dress 22,040 Jello Gelatin Dessert 615,400 Jack & Jill Cat Food 3,250 Jello Puddings 344,860 General Mills, Inc $669,040 Answer Cake Mix 33,390 Betty Crocker Cake Mix 5,910 Betty Crocker Date Bar Mix 4,150 Betty Crocker Pancake Mix 27,980 Betty Crocker Waffle Mix 3,600 Bisquick 1,920 Cheerios 83,680 Drifted Snow Flour 38,480 Gold Medal Flour 57,580 Kix Cereal 11,330 Larro Feed 3,380 Purasnow Flour 10 900 Red Band Flour 96,590 Red Star Flour 18,280 Rex Flour 730 Sperry Flour 12,130 Sperry Pancake Mix 76,450 Sperry Waffle Mix 19,920 Sperry Wheathearts 30,270 Sugar Jets 1,320 Surechamp Dog Food .... 57,280 Trix Cereal 12,810 Various Cereals 11,600 Wheaties 45,850 White Deer Flour 3,510 General Motors Corp. $3,487,860 AC Spark Plugs 124.510 AH G.M. Cars 29,630 Buick Cars 75,970 Cadillac Cars 580 Chevrolet Cars 953,220 Chevrolet Trucks 18,090 Delco Appliances 18,360 Delco Batteries 49,530 Frigidaire Appliances 67,070 G.M. Trucks 1,140 Institutional 2^270 Oldsmobile Cars 1,516[611 Pontiac Cars 544,780 Saginaw Power Steering 86,100 $57,550 . 6,070 General Petroleum Corp. $223,100 Mobilgas & Mobioil 201,470 Mobilheat Fuel Oil 21,630 General Shoe Corp $57,870 Flagg Shoes 57,870 General Tire Dealers $32,190 General Tires 32,190 General Tire & Rubber Co $395,860 Employment 23,130 General Tires 363,960 Tire Service 8,770 Genesee Brewing Co $178,920 Genesee Ale 51,070 Genesee Beer 127,850 Georgia Power Co $40,350 Appliances 6,210 Electrical Products 34,140 Gerber Products Co $25,250 Baby Foods 25,250 Gibbons Brewery Co $64,960 Gibbons Beer 64,960 Gibson Art Co $22,930 Greeting Cards 22,930 Gill, James C. Co $114,250 Gill's Coffee Inst 4,230 Gill's Coffee Inst./Reg 74,100 Gill's Coffee Reg 21,050 Gill's Tea Reg 1,040 Hotel Spec. Coffee Inst./Reg 10,910 Hotel Special Coffee Reg 2,920 Gillette Co $1,782,860 Gillette Blades 21,900 Gillette Razors 49,100 Paper Mate 249,990 Bobbi Home Permanent 497,690 Deep Magic Cleansing „ Lotion 102,900 Pamper Shampoo 421,190 Prom Home Permanent 202,530 Prom Shampoo 2,860 Torn' Epic 870 Torn Home Permanent 76,450 White Rain Shampoo 158,380 Gilmar Record Co $286,570 Records 286,570 Gladiola Biscuit Co $64,840 Gladiola Canned Biscuits 64,840 Glamorene, Inc $891,960 Glamorene 891,960 Glamur Products, Inc $103,930 Easy Glamur 103,930 Globe Milling Co $21,290 Flour ;. 5,720 Pancake Mix 15,570 Gluek Brewing Co $76,380 Beer 76,380 Godchaux Sugars, Inc $163,560 Sugar 163,560 Goebel Brewing Co $66,390 Beer 66,390 Page 168 • April 8, 1957 Broadcasting Telecasting fill