Broadcasting Telecasting (Apr-Jun 1957)

ADVERTISERS & AGENCIES TV NETWORK BUYS AND BUYERS PROCTER & GAMBLE shot over the $4 million mark in its network tv time purchases (gross) in January. Assuming that P & G can keep close to this level for the remainder of the year, the advertiser can handily beat its all-time record of over $43.4 million in network tv purchases (at gross rates before discounts) in 1956 [B«T, March 11]. Other interesting points in B»T's regular computations based on Publishers Information Bureau data for January: • The Big Three automakers were off to a slowed start for the year. Collectively, Chrysler, Ford and General Motors spent nearly $3.9 million in network tv, or some $600,000 less than in the same month of a year ago, and under their total of December 1956. • Colgate-Palmolive is back in the second spot of the leading 10 network advertisers. With Chrysler shading its spending somewhat from what it had totaled in December and C-P slightly increasing its monthly expenditure, the latter recaptured second place. • Coming up in the top 10 is American Home Products which climbed from fifth place in December to fourth in January; a relative newcomer to the top 10, BristolMyers showed up in ninth place. • All of the top 10 national advertisers in network television spent $1 million or more for the month, yet P & G was the only advertiser that broke through the $2 million level. In the product categories, foods, drugs and remedies, industrial materials, smoking materials, soaps and toiletries were strong in January compared to that month of 1956. Network tv gross billing in January totaled more than $43.5 million, or well over $4.5 million ahead of the month last year. TOP TEN ON TV NETWORKSJAN. 1957 1. PROCTER & GAMBLE ! 54,121,859 2. COLGATEPALMOLIVE 1,727,365 3. CHRYSLER CORP. 1,571,067 4. AMERICAN HOME PRODS. 1,513,582 5. GENERAL FOODS 1,458,565 6. GILLETTE 1,301,721 7. FORD MOTOR 1,207,013 8. GENERAL MOTORS 1,114,183 9. BRISTOL-MYERS 1,111,554 10. R. J. REYNOLDS 1,075,762 GROSS TV NETWORK TIME SALES BY PRODUCT GROUPS JANUARY 1957, AS COMPARED TO 1956 DURING LEADING ADVERTISERS IN RESPECTIVE GROUPS January 1957 January 1956 DURING JANUARY 1957 AGRICULTURE & FARMING $ $ 32,394' APPAREL, FOOTWEAR & ACCESS. 283,721 275,020 BEST FOODS 3 106,990 AUTOMOTIVE, AUTO EQUIPMENT, & ACCESS. 4,566,890 5,474,887 CHRYSLER 1,571,067 BEER, WINE & LIQUOR 531,203 551,496 JOSEPH SCHLITZ BREWING CO. 216,792 BLDG. MATERIALS, EQUIP. & FIXTURES 276,117 167,233 GENERAL ELECTRIC CO. 101,830 CONFECTIONERY & SOFT DRINKS 700,620 876,660 COCA-COLA 302,670 CONSUMER SERVICES 359,898 63,213 AT&T 249,036 DRUGS & REMEDIES 4,135,793 3,189,916 AMERICAN HOME PRODS. 1,292,367 FOOD & FOOD PRODUCTS 8,947,163 7,304,793 GENERAL FOODS 1,458,565 GASOLINE, LUBRICANTS & OTHER FUELS 228,798 373,716 GULF OIL 186,900 HORTICULTURE 51,720 FLORISTS' TEL. DELIVERY ASSN. 51,720 HOUSEHOLD EQUIP. & SUPPLIES 1,915,556 2,661,979 GENERAL ELECTRIC 551,582 HOUSEHOLD FURNISHINGS 204,600 200,452 ARMSTRONG CORK 173.980 INDUSTRIAL MATERIALS 1,322,880 809,809. U. S. STEEL 280,800 INSURANCE 412,044 420,250 PRUDENTIAL 235,188 JEWELRY, OPTICAL GOODS & CAMERAS 703,533 283,964 BULOVA WATCH 248,364 OFFICE EQUIP., STATIONERY & WRITING SUPPLIES 31,587 378,523 MINNESOTA MINING & MFG. 31,587 PUBLISHING & MEDIA 258,190 98,425 TIME INC. 258,190 RADIOS, TV SETS, PHONOGRAPHS, MUSICAL INSTRUMENTS & ACCESS. 517,310 846,305 ADMIRAL 195,094 SMOKING MATERIALS 3,592,360 3,556,980 R. J. REYNOLDS TOBACCO 1,075,762 SOAPS, CLEANERS & POLISHES 5,469,783 4,568,724 PROCTER & GAMBLE 3,605,157 SPORTING GOODS & TOYS 31,507 41,946 MATTEL 31,507 TOILETRIES & TOILET GOODS 8,578,774 6,413,479 COLGATE-PALMOLIVE 1,323,059 TRAVEL, HOTELS & RESORTS 75,513 61,830 PAN AMERICAN 75,513 MISCELLANEOUS 326,991 224,762 QUAKER OATS 99,861 TOTALS $43,522,551 $38,876,756" Source: Publishers Information Bureau Page 30 • April 22, 1957 Broadcasting • Telecasting