Broadcasting Telecasting (Oct-Dec 1957)
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ADVERTISERS & AGENCIES continued
TV NETWORK BUYS AND BUYERS
Si
For the third straight month, toiletries national advertisers in August edged food advertisers in placing more billing in network tv.
In August, according to a compilation based on Publishers Information Bureau data, toiletries top spenders in August had time charges on the networks of $8,097,448, with food advertisers maintaining a $7 millionplus level.
In the top 10 list of national advertisers in network tv, there was little change, except for some minor juggling around in rank in the comparison of August to July. Comparisons with August 1956, however, would be faulty since the national political conventions were held that month and billing subsequently was high for those companies sponsoring convention packages (included were Westinghouse
Electric, Philco, RCA, Sunbeam and General Motors [Oldsmobile Div.]).
The convention-swelled billing in August 1956 also affected comparisons of total billings of all networks. For the first time, tv network monthly time charges (for August 1957) showed a year-to-year drop [At Deadline, Oct. 7].
One of the most intriguing classifications in PIB's statistics on time charges (one-time rates, gross) is that of "miscellaneous." This category covers such variable and unclassified products as dog foods (Quaker Oats, Armour's Pet) Hartz Mt. bird seed, evangelist Billy Graham's purchases and S&H trading stamps. Though difficult to classify, these products apparently are among the most active in network tv. For example, only $78,426 in gross billing was recorded
TOP TEN ON TV NETWORKS
AUGUST 19S7
1.
PROCTER & GAMBLE $3,802,306
2.
CHRYSLER
1,703,828
3.
AMERICAN HOME
PRODS.
1,558,734
4.
LEVER
1,411,179
5.
GILLETTE
1,405,226
6.
COLGATE-PALMOLIVE
1,383,109
7.
R. J. REYNOLDS
1,275,407
8.
GENERAL FOODS
1,119,602
9.
FORD
1,062,464
10.
BRISTOL-MYERS
987,750
for miscellaneous in August 1956, but in July 1957, the figure was up to $758,542 and in August 1957, had reached $822,516 level. For the Jan.Aug. period this year alone, the classification brought in $1,883,611 in gross time charges.
GROSS TV NETWORK TIME SALES BY PRODUCT GROUPS DURING AUGUST '57 AND JANUARY-AUGUST '57 AS COMPARED TO 1956
LEADING ADVERTISERS IN RESPECTIVE GROUPS DURING AUGUST 1957
1*5
m
i I
Aug. '57
Jan. -Aug. '57
Aug. '56
Jan. -Aug. '56
AGRICULTURE & FARMING
$
$
$ 59,126
$ 449,345
APPAREL, FOOTWEAR & ACCESS.
187,492
2,239,393
279,048
1,974,053
INTERNATIONAL SHOE
$ 48,496
AUTOMOTIVE, EQUIP. & ACCESS.
3,773,754
32,288,910
4,685,287
39,480,522
CHRYSLER
1,703,828
BEER, WINE & LIQUOR
921,254
5,375,002
656,743
4,717,136
PABST
408,162
BLDG. MATERIALS, EQUIP. & FIXTURES 135,814
3,144,720
117,550
2,175,782
GENERAL ELECTRIC
69,714 |
CONFECTIONERY & SOFT DRINKS
377,279
4,130,106
377,325
5,984,974
AMERICAN CHICLE
200,393
CONSUMER SERVICES
388,851
2,991,900
238,176
1,532,080
AT&T
218,850
DRUGS & REMEDIES
3,262,532
29,143,874
2,774,283
24,467,602
AMERICAN HOME
1,428,389 |
ENTERTAINMENT & AMUSEMENTS
41,041
103,855
36,963
36,963
HOWARD JOHNSON
41,041 |
FOOD & FOOD PRODUCTS
7,201,903
64,337,262
6,471,508
57,345,011
GENERAL FOODS
1,179,602
FREIGHT, INDUS. & AGRIC. DEVEL.
10,304
GASOLINE, LUBRICANTS & OTHER FUELS
89,606
1,548,356
323,283
2,787,156
STANDARD OIL OF IND.
78,150
HORTICULTURE
102,223
2,784
211,185
HOUSEHOLD EQUIPMENT & SUPPLIES 1,292,395
12,624,293
6,380,014
23,653,144
WESTINGHOUSE
357,700
HOUSEHOLD FURNISHINGS
146,284
1,959,051
111,630
2,050,796
ARMSTRONG CORK
110,574 |
INDUSTRIAL MATERIALS
577,720
8,141,560
742,849
6,507,739
REYNOLDS METALS
222,132
INSURANCE
474,022
4,237,788
271,576
2,852,676
PRUDENTIAL
245,772
JEWELRY, OPTICAL GOODS & CAMERAS 296,184
4,284,059
350,366
3,711,392
EASTMAN KODAK
177,156
OFFICE EQUIPMENT, STATIONERY WRITING SUPPLIES
&
194,744
1,988,729
323,458
2,759,160
MINN. MINING & MFG.
99,464
POLITICAL
3,140
8,435
PUBLISHING & MEDIA
140,805
1,586,366
299,533
1,024,306
TIME INC.
140,805
RADIOS, TV SETS, PHONOGRAPHS,
MUSICAL INSTRUMENTS & ACCESS. 114,198
2,040,305
4,176,259
8,567,226
GENERAL ELECTRIC
69,714
SMOKING MATERIALS
4,336,449
30,449,672
2,832,602
26,671,326
R. J. REYNOLDS
1,275,407
SOAP, CLEANSERS & POLISHES
5,522,692
45,181,443
4,701,204
39,630,839
PROCTER & GAMBLE
3,454,183
SPORTING GOODS & TOYS
31,467
463,598
21,211
393,298
MATTEL
31,467
TOILETRIES & TOILET GOODS
8,097,448
64,275,298
6,330,461
53,686,494
GILLETTE
1,405,226
TRAVEL, HOTELS & RESORTS
107,770
1,127,221
43,170
383,550
GREYHOUND
107,770
MISCELLANEOUS
822,516
4,206,578
78,426
1,883,611
BILLY GRAHAM
271,456
TOTALS
$38,564,220
$327,981,866
$42,687,975
$314,945,801
Source: Publishers Information Bureau
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Page 46 • October 28, 1957
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BROADCASTING