Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS & AGENCIES continued NETWORK, SPOT TV UP 8.4% OVER '56 TvB-Rorabaugh: nine-month spot total $329,899,000, up $39,243,000 Reports of slackness in television buying were belied last week by computations showing gross expenditures in network and spot television for the first nine months of 1957 ran more than $54 million (about 8.4%) ahead of the same period in 1956. Ninemonth totals: $697,975,607 this year, $643,617,824 last. Television Bureau of Advertising's quarterly report on spot tv spending brought the spot total for January-through-September 1957 to at least $328,899,000, while Publishers Information Bureau computed gross expenditures in network television for the same period at $369,076,607 [At Deadline, Nov. 11]. The totals at the end of three quarters in 1956 were $289,656,000 in spot and $353,961,824 in network [Advertisers & Agencies, Nov. 19, 1956]. TvB, whose spot figures are compiled for it by N. C. Rorabaugh Co., estimated third-quarter spot television expenditures at $93,094,000 for the 325 stations reporting. TvB also noted that new reporting procedures had been inaugurated with the third-quarter report, designed for greater accuracy and completeness. All reporting now is being done on a full 13-week basis each quarter, making it unnecessary to project quarterly totals from sample weeks. Norman E. Cash, TvB president, complimented both the cooperating stations and Rorabaugh "for their effort and care in making such information available." Mr. Cash said that "while this third quarter report [on spot tv] reflects the normal seasonal drop in all media, it shows expendi tures of almost $10 million over the same quarter last year and an increase for the nine-month period of over $39 million. An analysis of 270 stations reporting, common to both periods (third quarter, 1956 and 1957), shows a 13% increase in gross dollars lor the current period." The third-quarter seasonal drop is reflected in a comparison of third and second quarter spot tv totals: in the second quarter the total was $118,870,000 while in the third it came to the $93 million-plus figure. Mr. Cash singled out household cleaners, cleansers, polishes and waxes as the major product category showing the greatest gain in tv usage during the third quarter — up from $592,000 to $1,099,000 for an increase of 85.6%. Household laundry products rose 62% from $3,284,000 to $5,321,000; cosmetics and toiletries 49.4% from $8,950,000 to $13,367,000; automotive 36.9% from $1,827,000 to $2,501,000; gasoline and lubricants 29.7% from $3,908,000 to $5,070,000, and ale, beer and wine 20.6% from $8,463,000 to $10,211,000. Nine newcomers were noted in the ranks of third-quarter top 100 spot tv spenders: Atlantic Refining, Ex-Lax, General Cigar, Harrison Labs, Kroger Co., National Brewing, Regal Pale Brewing, George Wiedemann Brewing, and J. B. Williams Co. A number of others expanded their spot tv usage in the quarter, among them Continental Baking, Miles Labs, Adell Chemical, General Mills, Bristol-Myers, Ford Motors, and Gillette. WHAT THE TOP 100 SPENT FOR SPOT TV THIRD QUARTER 1957 1. procter & gamble . $7,306,600 2. brown & williamson . . 2,982,500 3. continental baking . . 2,439.600 4. colgate-palmolive . . 1.985,300 5. carter products 1,776,000 6. general foods 1,718,000 7. miles labs 1,617,000 8. sterling drug 1,479,300 9. lever brothers 1,290,600 10. warner-lambert phar. . 1,079,500 11. adell chemical 1,076,800 12. philip morris 1,045,500 13. bulova watch ...... 1,003,000 14. national biscuit 998,700 15. international latex . . 992,500 16. bristol-myers ........ 941,300 17. robert hall clothes 936,900 18. anheuser-busch 856,900 19. ford motor 853,100 20. nehi (bottlers) 834,700 21. liggett & myers 819,000 22. charles antell 809,900 23. coca-cola (bottlers) . 771,200 24. gillette 762,600 25. shell oil 740,800 26. schlitz brewing 707,300 27. food mfrs 654,500 28. american home prods. 648,900 29. pepsi cola (bottlers) . 601,300 30. falstaff brewing .... 600,100 31. esso standard oil .... 591,900 32. nestle co 558,900 33. block drug 34. hamm brewing 35. r. j. reynolds 36. p. ballantine & sons 37. j. a. folger 38. american tobacco .... 39. pabst brewing 40. phillips petroleum ... 41. william wrigley jr . . 42. STANDARD OIL (iND.) . . . 43. BURGERMEISTER BREWING 44. PIEL BROS 45. H. J. HEINZ 46. HILL'S BROS. COFFEE . . . 47. BEECH-NUT LIFE SAVERS. 48. AMERICAN CHICLE 49. U. S. BORAX & CHEM. . . . 50. MARATHON CORP 51. HAROLD F. RITCHIE .... 52. WESSON OIL & SNOW DRIFT 53. KELLOGG 54. CORN PRODUCTS REFINING 55. NATIONAL DAIRY PRODUCTS 56. M. J. B 57. MAX FACTOR 58. SEVEN-UP (BOTTLERS) . . 59. P. LORILLARD 60. J. B. WILLIAMS ....... 61. ASSOCIATED PRODUCTS . . 62. RAYCO MFG 63. DR. PEPPER (BOTTLERS) . 64. STANDARD BRANDS 523,000 512,600 505,000 499,300 483,100 466,500 465,600 450,100 449,600 444,100 440,700 435,600 427,900 408,700 407,800 397,700 389,000 387,100 382,000 377,700 375,400 369,600 367,000 361,000 351,100 350,000 345,900 343,500 342,100 329,900 328,300 318,400 65. AMERICAN BAKERIES .... 310,400 66. TEXAS CO r . . 297,800 67. carling brewing 294,500 68. avon products 293,900 69. PACIFIC TEL. & TEL 283,700 70. NATIONAL BREWING .... 282,000 71. SOCONY MOBIL OIL 281,300 72. WIEDEMANN BREWING . . 251,000 73. GENERAL MILLS 249,000 74. GENERAL MOTORS 242,300 75. best foods 242,000 76. ATLANTIC REFINING .... 241,800 77. ARMSTRONG RUBBER .... 240,500 78. wilson & co 238,600 79. GREAT A & P TEA 223,000 80. SAFEWAY STORES ...... 218,200 81. REGAL PALE BREWING . . . 215,900 82. ROBERT CURLEY 215,700 83. PAXTON & GALLAGHER . . . 215,300 84. GENERAL CIGAR 215,200 85. HELAINE SEAGER 211,700 86. CHESEBROUGH-PONDS . . . 210,500 87. HARRISON LABS 210,000 88. SEALY MATTRESS (DLRS.) 204,800 89. DUNCAN COFFEE 203,700 90. LANGENDORF UNITED BAKERIES 201,000 91. ex-lax 199,500 92. coty 198,200 93. W. B. REILY 196,200 94. KROGER 193,400 95. MAYBELLINE 191,000 96. HELENE CURTIS 188,800 97. BORDEN . 188,000 98. RALSTON-PURINA 185,400 99. LIEBMANN BREWERIES . . 183,800 100. INTERSTATE BAKERIES . . 182,800 TvB's SPOT BREAKDOWN BY PRODUCT CATEGORIES APPEARS ON PAGE 48 Page 46 • November 18, 1957 Broadcasting