Broadcasting Telecasting (Apr-Jun 1957)

ADVERTISERS AND AGENCIES Spot Radio Up 40.5% In First '57 Quarter SPOT radio gross time sales rose to an all time high in the first quarter of 1957, showing an increase of 40.5% over the first quarter of 1956, according to a report released for today (Monday) by Lawrence Webb, managing director of Station Representatives Assn. Mr. Webb said the estimated total of spot radio gross time sales for the first three months of this year was $48,827,000, compared with $34,750,000 for the same period in 1956. Price Waterhouse Co. made the estimate for SRA. Mr. Webb said that without any question the tremendous increase can be attributed to the heavy saturation spot campaigns in the top major markets. But he said there are indications even the major secondary markets are sharing in this upsurge in spot radio advertising. Spot checks throughout the country have shown some stations with more than a 50% increase as against the same period in 1956, Mr. Webb reported. The SRA official noted more and more national advertisers are turning to spot radio with increased budgets and there appears to be no letup in the buying. He estimated that if the present trend continues national spot gross time sales "could easily exceed $200 million this year." SUMMING UP 1957'S FIRST QUARTER SPOT TV NATIONAL ADVERTISERS spent $116,935,000 for spot television time in the first three months of 1957, TvB reported last week in releasing its first-quarter study of tv spot spending as prepared by N. C. Rorabaugh Co. This is apart from their expenditures for talent and production. The top 100 spenders in TvB's list had an aggregate gross outlay of $75,193,200 for spot time. These same 100 advertisers also invested $69,011,458, also gross, in network television time during the first quarter, according to figures compiled by B»T from Publishers Information Bureau data. The $116.9 million spot total for the first quarter of 1957 reflects reporting from 321 stations. It compares with $100.2 million in the same period of 1956, which reflected reporting from 267 stations. The 16.7% gain was attributed to more than the increase in number of stations reporting. Said TvB President Norman E. Cash: "We compared the same 255 stations that reported in both quarters. These stations show an increase on a gross one-time rate basis of 11.7% for the first quarter of '57 over the similar period for '56." Moreover, he noted, 23 companies invested more than $1 million in the first quarter of this year, as against 15 in the first quarter of last. Many leading spot advertisers increased their spot spending, and most of the 3 1 major product classifications also showed substantial increases, Mr. Cash said. "It is apparent, from our analysis, that advertiser endorsement of spot television continues at a healthy and lively pace," he concluded. SPOT BUYING BY CATEGORY GARDEN SUPPLIES & EQUIPMENT 190.00U AGRICULTURE Feeds, Meals Misceilaneous ALE, BEER & WINE Beer & Ale Wine $ 410,000 COSMETICS & TOILETRIES 10,660,000 280,000 130,000 8,514,000 7.548,000 966,000 AMUSEMENTS, ENTERTAINMENT 119,000 AUTOMOTIVE 2,293.000 Anti-Freeze 13,000 Batteries 39,000 Cars 1,212,000 Tires & Tubes 237,000 Trucks & Trailers 502,000 Miscellaneous Accessories & Supplies 290,000 BUILDING MATERIAL, i EQUIPMENT, FIXTURES, PAINTS 450,000 Fixtures, Plumbing, Supplies 69.000 Materials 129,000 Paints 96,000 Ppwer Tools 23,000 Miscellaneous 130,000 CLQTHING, FURNISHINGS, ACCESSORIES 2,170,000 Clothing 2,000,000 Footwear 157,000 Hosiery 8,000 Miscellaneous 5,000 CONFECTIONS & SOFT DRINKS 7,234,000 Confections 3,563,000 Soft Drinks 3,671,000 CONSUMER SERVICES 3,177,000 Dry Cleaning & Laundries 42,000 Financial 550,000 Insurance 509,000 Medical & Dental 53,000 Moving, Hauling, Storage 115,000 Public Utilities 1,523,000 Religious, Political Unions 265,000 Schools & Colleges 21,000 Miscellaneous Services 99,000 Cosmetics Deodorants Depilatories Hair Tonics & Shampoos Hand & Face Creams, Lotions Home Permanents & Coloring Perfumes, Toilet Waters, etc. Razors, Blades Shaving Creams, Lotions, etc. Toilet Soaps Miscellaneous DENTAL PRODUCTS Dentrifices Mouthwashes Miscellaneous 2,703,000 1,222,000 313,000 2,070.000 128,000 812,000 189.000 6.000 891,000 1.491,000 835,000 1,536,000 1,191,000 41.000 304.000 DRUG PRODUCTS Cold Remedies Headache Remedies Indigestion Remedies Laxatives Vitamins Weight Aids Miscellaneous Drug Products Drug Stores 12.981,000 3,330,000 1,896,000 2,448,000 1,£08,000 565,000 130,000 2,531,000 273,000 ; FOOD & GROCERY PRODUCTS Baked Goods CgtgqIs Coffee, Tea & Food Drinks Condiments, Sauces, Appetizers Dairy Products Desserts Dry Foods (Flour, Mixes, Rice, etc.) Fruits & Vegetables, Juices Macaroni, Noodles, Chili, etc. Margarine, Shortenings Meat, Poultry & Fish Soups Miscellaneous Foods Miscellaneous Frozen Foods Food Stores 32,860,000 7,371,000 2,408,000 6,904,000 1,316,000 1,697,000 146.000 1,701,000 2,381,000 721,000 1,498,000 1,637,000 100,000 2,072,000 1,156,000 1.752,000 GASOLINE & LUBRICANTS 5.422,000 Gasoline & Oil 5.249.C00 Oil Additives 137,000 Miscellaneous 35,000 * Includes frozen foods in appropriate sub-classifications. Supersedes earlier practice of grouping all frozen foods in a separate category. HOTELS, RESORTS, RESTAURANTS 87,000 HOUSEHOLD CLEANERS, CLEANSERS, POLISHES, WAXES 2,808,000 Cleaners, Cleansers 1,258,000 Floor & Furniture Polishes, Waxes 79.000 Glass Cleaners 278X00 Home Dry Cleaners 907,000 Shoe Polish 18.000 Miscellaneous Cleaners 268.000 HOUSEHOLD EQUIPMENT APPLIANCES 1,472,000 HOUSEHOLD FURNISHINGS 1,380.000 Beds, Mattresses. Springs 1.167.000 Furniture & Other Furnishings 213,000 HOUSEHOLD LAUNDRY PRODUCTS Bleaches, Starches Packaged Soaps, Detergents Miscellaneous HOUSEHOLD PAPER PRODUCTS Cleansing Tissues Food Wraps Napkins Toilet Tissue Miscellaneous 3,732,000 596,000 2,823,000 313,000 1,618,000 480.000 125,000 262.000 167,000 584,000 HOUSEHOLD, GENERAL 592,000 Brooms, Brushes, Mops, etc. 3,000 China, Glassware, Crockery, Containers 3,000 Disinfectants. Deodorizers 285,000 Fuels (Heating, etc.) 41,000 Insecticides, Rodenticides 35,000 Kitchen Utensils 5.000 Miscellaneous 220.000 NOTIONS 30,000 PET PRODUCTS 1,679,000 PUBLICATIONS 553,000 SPORTING GOODS, BICYCLES, TOYS 115,000 Bicycles & Supplies General Sporting Goods 1,000 Toys & Games 107,000 Miscellaneous 7,000 STATIONERY, OFFICE EQUIPMENT 131,000 TELEVISION, RADIO, PHONOGRAPH, MUSICAL INSTRUMENTS 423,000 Antennas 83,000 Radio & Television Sets 97,000 Records 150.000 Miscellaneous 93.000 TOBACCO PRODUCTS & SUPPLIES 10,331,000 Cigarettes 9,847,000 Cigars. Pipe Tobacco 442,000 Miscellaneous 42,000 TRANSPORTATION & TRAVEL 884,000 Air 475.000 Bus 174,000 Rail 213,000 Miscellaneous 22,000 WATCHES, JEWELRY, CAMERAS 1,249,000 Cameras, Accessories, Supplies 136,000 Clocks & Watches 1,008,000 Jewelry 58,000 Pens & Pencils 47,000 MISCELLANEOUS Trading Stamps Miscellaneous Products Miscellaneous Stores TOTAL 1,835.000 369.000 773,000 693,000 $116,935,000 Page 34 May 27, 1957 Broadcasting • Telecasting