Broadcasting Telecasting (Apr-Jun 1957)

1956 TV SPOT SPENDING BY BRAND Goetz Brewing— Intl. Breweries Goetz, M. K., Brewing Co. $367,040 Country Club Beer 148,230 Goetz Beer 218,810 Goetze, Albert F„ Co $38,950 Meat Products 38,950 Gold Bond Co $30,590 Gold Bond Mattress 30,590 Gold Bond Stamp Co $35,030 Stamps 35,030 Gold Medal Candy Corp. $151,160 Bonbmo Turkish Taffy 150,190 Rittenhouse Candies . .. 970 Gold Seal Co $535,480 Floor Wax 780 Glass Wax 293,950 Snowy Bleach 240,750 Golden Grain Macaroni Co $28,490 Golden Grain Macaroni ... 7,000 Macaroni Products 20,280 Spaghetti 1,210 Golden Mix, Inc. $62,610 Pancake Mix 62,610 Golden Nuggett Sweets $22,240 Candy Bars 22,240 Golden State Co., Ltd. $48,700 Dairy Products 48,700 Good Humor Corp $167,810 Ice Cream 167,810 Goodrich, B. F. Co $318,740 Diamond Tires 1,690 Goodrich Tires 20,970 Hood P. F. Canvas Shoes 222,770 Hood Tires 50,710 Miller Tires 22,600 Goodyear Tire & Rubber Co $38,950 Batteries 3,730 Goodyear Tires 34,850 Neolite Heels & Soles 370 Gordon Baking Co $313,240 Silvercup Bread 313,240 Gordon Foods Co. $42,900 Potato Chips 42,900 Gordy Tire Co $42,900 Tires 42,900 Government Employees Ins $25,230 Insurance 25,230 Graham Co $22,620 Red Bow Dried Vegetables 22,620 Grand Union Food Stores $126,560 Grant Co $397,070 Various Mail Order Items 397,070 Great A & P Tea Co $902,830 A & P Food Stores 902,830 Great Northern Railway Co $195,210 Rail Travel 195,210 Great Western Furniture $33,600 Furniture 33,600 Green Hill Super Market $25,350 Food Stores 25,350 Greenwood Packing Co. $21,110 Carolina Pride Meats 21,110 Greyhound Corp $639,470 Bus Travel 639,470 Griesedieck Bro. Brew. Co $136,560 Griesedieck Beer 136,560 Griffin Grocery Co $41,030 Griffin Tea Reg 25,480 Various Foods 15,550 Grocery Store Products Co $564,550 B. in B. Mushrooms 260,800 Cream of Rice 70,150 Fould's Macaroni 54,110 Fould's Spaghetti 28,830 Kitchen Bouquet 150,660 Grove Laboratories, , Inc $1,696,100 Bromo-Quinine Cold Tablets 429,220 Citroid 496,150 Defencin 8,940 Fitch Hair Tonic 5,420 Fitch Shampoo 32,580 4 Way Cold Tablets . 723,790 Groveton Papers Co $158,330 Blue Ribbon Napkins . 68,540 Vanity Fair Tissues 89,790 Gulf Brewing Co. $94,580 Buccaneer Beer 5,370 Grand Prize Beer 89,210 Gulf Oil Corp. $89,930 Gulf Gas & Oil 12,900 Gulfspray Insecticide 50,780 Trak Moth Killer 26,250 Gunther Brewing Co. $464,550 Gunther Ale 3,810 Gunther Beer 460,740 Gwaltney, P. D., Jr. & Co $20,260 Meats 20,260 H Haberle Congress Brewing $179,220 Ale 141,420 Beer 37,800 Habitant Soup Co. $60,520 Soups 60,520 Hall, Robert Clothes ... $4,450,490 Hall, Martin L., Co $45,560 Victor Coffee Inst./Reg 45,560 Hamm, Theo., Brewing Co $1,309,110 Hamm Beer 1,309,110 Hammer Beverage Co./Bottlers $234,740 Ginger Ale 32,500 Soft Drinks 202,240 Hammond Organ Dlrs $38,910 Hammond Organ 38,910 Hand, Peter, Brewing Co $314,790 Bock Beer 6,060 Meister Brau Beer 285,000 Peter Hand Reserve Beer 23,730 Handy, H. L, Co $26,030 Brightwood Meat Prods 26,030 Hansen's, Chr., Laboratory $135,700 Danish Dessert 190 Junket Frostings 6,600 Junket Rennet Powder .... 128,910 Hardware Mutuals $21,790 Insurance 21,790 Hart Bakery $37,660 Hart's Bread 36,320 Jack & Jean's Bread 1,340 Hartford National Bank $23,650 Regional Banks 23,650 Hart-Greer Co $30,740 ABC Washers 12,260 Permaglass Water Heater 520 Servel Appliances 5,450 Whirlpool Appliances 2,440 Youngstown Appliances .. 2,440 Zenith Appliances 7,630 Hartz Mountain Products $29,010 Bird Food 29,010 Hassenfeld Brothers, Inc $37,270 Hasbro Toys 37,270 Hastings, H. G., Co $25,450 Dixianna Grass Seed 25.450 Hawaii Brewing Co. $25,690 Primo Beer 25,690 Hawaiian Pineapple Co. $29,540 Dole Pineapple 29,540 Haxton Foods, Inc. $40,030 Blue Boy Dairy Products 11,970 Blue Boy Foods 22,570 Blue Boy Ice Cream 5,490 Haymarket Mills $22,020 Corn Meal 13,530 Flour *. 8,490 Health-A-Teria Co. $49,800 Drugs 49,800 Hebrew National $29,250 Meat Products 29,250 Heide, Henry, Inc. $63,920 Candy 63,920 Heidelberg Brewing Co. $108,520 Beer 108,520 Heileman, G., Brewing Co. $585,350 Old Style Lager Beer 585,350 Heiner's Bakery $32,820 Bakery Products 32,820 Heinz, H. J., Co $1,334,260 57 Varieties Food Prod 1,334,260 Hekman Biscuit Co $118,650 Cookies & Crackers .... 118,650 Hershel Cal. Fruit Prods. $34,100 Contadina Tomato Paste . 34,100 Hertz-U-Drive Co $31,480 Drive-lt-Yourself Cars .... 31.480 Hess, Dr. & Clark, Inc. $30,270 Stock & Poultry Remedies 30,270 Heublein, G. F., Inc. $82,110 Maltex 27,660 Maypo Cereal 54,450 Highs Ice Cream Co. $23,640 Hiland Potato Chip Co $48,770 Potato Chips 48,770 Hills Bros. Coffee, Inc. $1,077,370 Red Can Coffee Reg. . 1,077,370 Hinshaw's Dept. Stores $54,600 Hires, Charles E., Co./Bott $120,670 Hires Root Beer 120,670 Hi-V Corp $127,850 Food Concentrates . .. 430 Orange Juice Concentrate 127,420 Hoffman Beverage Co./ Bott $94,550 Ginger Ale 56,180 Soft Drinks 28.850 Sparkling Water 9,520 Hollingshead, R. M. Corp $39,970 Floor Show Wax 34,320 Hi Shine Auto Polish 1,210 Rhythm Motor Oil 2,430 Venus Car Polish 910 Whiz Automotive Products 1,100 Hood Starch 140 33 Bleach 11,690 Zero Cleanser 2,800 Hood. H. P., & Sons, Inc. $150,940 Dairy Products 79.010 Ice Cream 47,620 Milk 14,950 Orange Juice 9,360 Hoover Vacuum Cleaner Co $36,990 Hoover Vacuum Cleaners 36,990 Horn & Hardart Baking Co $30,030 Foods 30,030 Household Finance Corp. $503,500 Insurance 10,070 Loans 493,430 Hubinger Co $26,730 Quick Elastic Starch 26,730 Hudepohl Brewing Co $55,540 Hudepohl Beer 55,540 Hudson Pulp & Paper Corp $419,520 Paper Hankies 10,390 Paper Napkins 409.130 Humble Oil & Refining Co $184,630 Humble Gas & Oil 184,630 Hunter Packing Co $32,920 Meats 32,920 Hygeia Milk Co $24,380 Dairy Products 24,380 I Ideal Mortgage Co $24,440 Institutional 24,440 WHEN & HOW SPOT TV WAS USED More than 44% of all the money spent for spot television in 1956 was invested in announcements, and 56% of the total went into evening time, according to TvB's report. The report shows this: Time of Day Amount Percent Day $135,339,000 34.0 Night 222,621,000 56.0 Late Night 39,646,000 10.0 $397,606,000 100.0 Type of Activity Announcements $176,429,000 44.4 Id's 46,806,000 11.8 Participations 90,541,000 22.8 Programs 83,830,000 21.1 Total $397,606,000 *100.1 * Extra one-tenth of one percent due to rounding of figures. Helbros Watch Co., Inc $87,890 Helbros Watches 87,890 Helm's Bakeries $61,540 Baked Goods 45,640 Bread 11,740 Pies 4,160 Helzberg's Jewelers $42,180 Jewelry 42,180 Henderson Sugar Refinery $29,380 Superfine Sugar 29,380 Henke & Pillot Co $21,150 Groceries 21,150 Henri's Food Products, Inc $26,350 Henri's Foods 7,420 Henri's Salad Dressing... 18,930 Hereford Heaven Co $25,230 Frozen Beef Products .... 25,230 Herrud Meat Products Co $36,240 Meat Products 36,240 Hollywood Brands, Inc. $167,820 Big Time Candy Bar 5,910 Butternut Candy Bar .... 12,400 Candy Bars 149,510 Holsum Baking/Bakeries $422,450 Bread 418,070 Crackers & Cookies 4,380 Home Finance Co $23,640 Loans 23,640 Home Lines Agency, Inc $29,020 Boat Travel 29,020 Home State Life Insurance $33,950 White Cross Insurance .... 33,950 Home Typewriter Sales $20,150 Homemakers Co $39,190 Homemakers Baked Beans 39,190 Hood Chemical Co $50,100 EZ Bleach 26,500 EZ Starch 8,020 Hood Bleach 950 Ideal Toy Corp $22,500 Toys 22,500 Illinois Canning Co $26,000 Joan of Arc Canned Foods 26,000 Illinois Meat Co $180,210 Broadcast Canned Meats 180,210 Imperial Sugar Co $108,240 Brown Sugar 11,790 Cane Sugar 96,450 Independent Grocer's Alliance $96,570 Groceries 39,000 I.G.A. Stores 57,570 Independent Oil Co $24,150 Gas & Oil 24,150 Instant Grip Co $55,310 Instant Grip Cement , 55,310 International Breweries .. $39,760 Iroquois Indian Head Beer 39,760 Page 170 • April 8, 1957 Broadcasting • Telecasting