Broadcasting Telecasting (Apr-Jun 1957)

Page scan 0001196 from Broadcasting Telecasting

Record Details:

Title:
Broadcasting Telecasting
Date:
Apr-Jun 1957
Publisher:
Washington, D.C. : Broadcasting Publications Inc.
Volume:
Broadcasting Telecasting
Leaf #:
0001196
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 TV NETWORK BUYS AND BUYERS NATIONAL advertisers in five product categories continued to funnel blue chips into network tv in March at a rate high enough to pile up a nearly-$10 million gross billing edge for the January-March period over the total set for the first quarter a year ago. These leading product categories included such pace setters as foods, drugs, soaps, toiletries and industrial materials. The last named, as of March, was coming up strong. First quarter gross for the networks this year was $126,440,618, or just a shade under $10 million more than the same period in 1956. Procter & Gamble outstripped its nearest contender (Chrysler) in the top 10 listing — as compiled from Publishers Information Bureau data — by nearly $2.5 million. At gross rates, the networks in March sold more than $4 million in time to P&G. Nine of the top 10 advertisers appeared in both the February and March compilations. The single change was General Motors' reappearance in the listing, and the drop from the top 10 of R. J. Reynolds. Seven of the nine advertisers placing both months in the top 10 listing increased their spending in March as compared to February. Colgate Palmolive was nearly equal in its March total compared to February, while both General Foods and American Home Products spent less in March. GM thus far in the year has not emerged as a leading network buyer to the extent that it had a year ago. In March 1956, General Motors had TOP TEN ON TV NETWORKS MARCH 1957 I. PROCTER & GAMBLE $4,028,856 2. CHRYSLER 1,596,358 3. COLGATE-PALMOLIVE 1,412,781 4. AMERICAN HOME PRODS. 1,380,011 5. GENERAL FOODS 1,359,065 6. GENERAL MOTORS 1,141,249 7. GILLETTE 1,125,372 8. LEVER BROS. 1,098,443 9. FORD 1,089,912 10. BRISTOL-MYERS 974,306 been No. 2 with more than $2 million of time bought on the networks at gross rates. But for that month this year, GM spent a little more than $1.1 million to hold sixth ranking. 1 I I GROSS TV NETWORK TIME SALES BY PRODUCT GROUPS DURING MARCH '57 AND JANUARY-MARCH '57 AS COMPARED TO 1956 Mar. '57 Jan.-Mar. '57 Mar. '56 Jan. -Mar. '56 AGRICULTURE & FARMING $ $ $ 85.493 $ 150,584 LEADING ADVERTISERS IN RESPECTIVE GROUPS DURING MARCH 1957 APPAREL, FOOTWEAR & ACCESS. 463,185 965,625 276.057 838,506 KNOMARK MFG. < i 102,765 AUTOMOTIVE, AUTO EQUIP. & ACCESS. 4,370.493 12.669,657 5,510.012 15.815,615 CHRYSLER 1.596,358 BEER, WINE & LIQUOR 626,612 1,776,184 574.521 1,670,714 JOSEPH SCHLITZ BREWING 274,875 BUILDING MATERIALS, EQUIP. & FIXTURES 520,175 1,080,411 283,492 698,820 JOHNS-MANVTLLE 99,243 CONFECTIONERY & SOFT DRINKS 558,311 1,930,522 991,831 2,722,835 SWEETS CO. OF AMERICA 205,773 CONSUMER SERVICES 543,733 1,265,551 77,953 176,746 AT&T 432,265 DRUGS & REMEDIES 4,041,741 11,965,016 3,135,059 9,388,243 AMERICAN HOME PRODS. 1,151,896 FOOD & FOOD PRODUCTS 8,736,544 25,903.203 7,532,000 22,098,911 GENERAL FOODS 1,359,065 GASOLINE, LUBRICANTS & OTHER FUELS 286,035 745.887 431,532 1,146,102 GULF OIL 237,345 HORTICULTURE 51,720 HOUSEHOLD EQUIPMENT & SUPPLIES 1,622,793 5,089.539 2,469,335 7,513.398 WESTINGHOUSE ELECTRIC 352,540 HOUSEHOLD FURNISHINGS 225,638 686,753 303,450 710.092 ARMSTRONG CORK 88,465 INDUSTRIAL MATERIALS 1.303,796 3,804,576 774,324 2,364,860 ALCOA 282,510 INSURANCE 683,121 1,590,297 332,002 1,098,371 PRUDENTIAL 301,335 JEWELRY, OPTICAL GOODS & CAMERAS 682,825 2,061.244 482,640 1,156,149 BULOVA 248,604 OFFICE EQUIPMENT. STATIONERY & WRITING SUPPLIES 376.286 747.792 424.918 1,119,263 HALLMARK CARDS 148,868 PUBLISHING & MEDIA 309,524 817,826 1 1 1 .0 1 3 318,194 TIME INC. 309,524 RADIOS, TV SETS, PHONOGRAPHS, MUSICAL INSTRUMENTS & ACCESS. 226.319 1.063.622 689,154 2,185,037 RCA 150,917 SMOKING MATERIALS 3,788,993 10.702,261 3,872,530 11,000,907 R. J. REYNOLDS TOBACCO 972,029 SOAPS, CLEANSERS & POLISHES 5,582,926 16,191,317 5,131,048 14,269,762 PROCTER & GAMBLE 3,568,876 SPORTING GOODS & TOYS 37,196 100,270 3 1 ,545 104,889 MATTEL 31,127 TOILETRIES & TOILET GOODS 7,942,539 23,825,096 6,704,033 19,221,274 GILLETTE 1,125,372 TRAVEL, HOTELS & RESORTS 143,009 296.461 42,090 145,320 PAN AMERICAN 143,009 MISCELLANEOUS 481,621 1,109.788 337.297 777,928 QUAKER OATS 133,148 TOTAL 43,553.415 126,440.618 40.603,332 11 6.692,520 Source: Publishers Information Bureau mm:: Page 36 May 27, 1957 Broadcasting • Telecasting I 1