Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS & AGENCIES continued PRODUCTS: HOW THEY SPLIT $93.1 MILLION IN SPOT TV AGRICULTURE $ 261,000 Feeds, Meals 182,000 Miscellaneous 79,000 ALE, BEER & WINE 10,211,000 Beer & Ale 9,833,000 Wine 378,000 AMUSEMENTS, ENTERTAINMENT ... 136,000 AUTOMOTIVE 2,501,000 Anti-Freeze 31,000 Batteries 15,000 Cars 1,492,000 Tires & Tubes 511,000 Trucks & Trailers 30,000 Miscellaneous Accessories & Supplies 422,000 BUILDING MATERIAL, EQUIPMENT, FIXTURES, PAINTS 620,000 Fixtures, Plumbing, Supplies 78,000 Materials 173,000 Paints 246,000 Power Tools 30,000 Miscellaneous 93,000 CLOTHING, FURNISHINGS, ACCESSORIES 2,034,000 Clothing 1,844,000 Footwear 137,000 Hosiery 13,000 Miscellaneous 40,000 CONFECTIONS & SOFT DRINKS 5,496,000 Confections 1,610,000 Soft Drinks 3,886,000 CONSUMER SERVICES 2,902,000 Dry Cleaning & Laundries 15,000 Financial 560,000 Insurance 457,000 Medical & Dental .... 67,000 Moving, Hauling, Storage 73,000 Public Utilities 1,305,000 Religious, Political, Unions 224,000 Schools & Colleges .... 29,000 Miscellaneous Services. 172,000 COSMETICS & TOILETRIES. 13,367,000 Cosmetics 1,809,000 Deodorants 1,685,000 Depilatories 201,000 Hair Tonics & Shampoos 2,766,000 Hand & Face Creams, Lotions 68,000 Home Permanents & Coloring 2,361,000 Perfumes, Toilet Waters, etc 141,000 Razors, Blades 183,000 Shaving Creams, Lotions, etc 696,000 Toilet Soaps 3,054,000 Miscellaneous 403,000 DENTAL PRODUCTS 1,813,000 Dentifrices 1,430,000 Mouthwashes 65,000 Miscellaneous 318,000 DRUG PRODUCTS 5,943,000 Cold Remedies 284,000 Headache Remedies . . . 1,055,000 Indigestion Remedies . . 1,830,000 Laxatives 841,000 Vitamins 197,000 Weight Aids ". . 85,000 Miscellaneous Drug Products 1,472,000 Drug Stores 179,000 *FOOD & GROCERY PRODUCTS 21,973,000 Baked Goods 5,498,000 Cereals 1,611,000 Coffee, Tea & Food Drinks 4,860,000 Condiments, Sauces, Appetizers 977,000 Dairy Products 1,441,000 Desserts •. 178,000 Dry Foods (Flour, Mixes, Rice, etc.).... 675,000 Fruits & Vegetables, Juices . 666,000 Macaroni, Noodles, Chili, etc 281,000 Margarine, Shortenings 832,000 Meat, Poultry & Fish. . 1,440,000 Soups 59,000 Miscellaneous Foods . . 1,479,000 Miscellaneous Frozen Foods 266,000 Food Stores 1,710,000 . * Starting with the 1st Quarter 1957 — includes frozen foods in appropriate sub-classifications. Supersedes earlier practice of grouping all frozen foods in a separate category. GARDEN SUPPLIES & EQUIPMENT 65,000 GASOLINE & LUBRICANTS 5,070,000 Gasoline & Oil 4,861,000 Oil Additives 155,000 Miscellaneous 54,000 HOTELS, RESORTS, RESTAURANTS 110,000 HOUSEHOLD CLEANERS, CLEANSERS, POLISHES, WAXES 1,099,000 Cleaners, Cleansers . . . 750,000 Floor & Furniture Polishes, Waxes 147,000 Glass Cleaners 25,000 Home Dry Cleaners . . . 133,000 Shoe Polish 2,000 Miscellaneous Cleaners 42,000 HOUSEHOLD EQUIPMENTAPPLIANCES 914,000 HOUSEHOLD FURNISHINGS 714,000 Beds, Mattresses, Springs 591,000 Furniture & Other Furnishings 123,000 HOUSEHOLD LAUNDRY PRODUCTS 5,321,000 Bleaches, Starches .... 874,000 Packaged Soaps, Detergents 4,242,000 Miscellaneous 205,000 HOUSEHOLD PAPER PRODUCTS 697,000 Cleansing Tissues 222,000 Food Wraps 104,000 Napkins 48,000 Toilet Tissue 40,000 Miscellaneous 283,000 HOUSEHOLD, GENERAL. . . 559,000 Brooms, Brushes, Mops, etc 22,000 China, Glassware, Crockery, Containers 5,000 Disinfectants, Deodorizers 180,000 Fuels (heating, etc.)... '55,000 Insecticides, Rodenticides 164,000 Kitchen Utensils 5,000 Miscellaneous 128,000 NOTIONS 73,000 PET PRODUCTS 918,000 PUBLICATIONS 254,000 SPORTING GOODS, BICYCLES, TOYS 110,000 Bicycles & Supplies . . . 13,000 General Sporting Goods 32,000 Toys & Games 56,000 Miscellaneous . 9,000 STATIONERY, OFFICE EQUIPMENT 48,000 TELEVISION, RADIO, PHONOGRAPH, MUSICAL INSTRUMENTS 211,000 Antennas 22,000 Radio & Television Sets 29,000 Records 57,000 Miscellaneous 103,000 TOBACCO PRODUCTS & SUPPLIES 6,636,000 Cigarettes 6,160,000 Cigars, Pipe Tobacco . 430,000 Miscellaneous 46,000 TRANSPORTATION & TRAVEL 486,000 Air 302,000 Bus 76,000 Rail 98,000 Miscellaneous 10,000 WATCHES, JEWELRY, CAMERAS 1,438,000 Cameras, Accessories, Supplies 133,000 Clocks & Watches 973,000 Jewelry 16,000 Pens & Pencils 314,000 Miscellaneous 2,000 MISCELLANEOUS 1,114,000 Trading Stamps 122,000 Miscellaneous Products 382,000 Miscellaneous Stores . . 610,000 TOTAL $93,094,000 Parker Bros. Allots $125,000 To Make 'Careers' a Success Parker Bros. Inc., Salem, Mass., is backing up a new entry in the game market with a $125,000 advertising budget — reportedly the largest single advertising budget for a game in the history of the toy industry. Approximately $108,000 has been set aside for radio-tv. The game is called "Careers" and sells for $3. According to Parker Bros. President Robert B. M. Barton, " 'Careers' is the biggest thing since we introduced 'Monopoly' in the winter of 1935-36." Approximately $38,000 was spent to introduce the game last winter in the greater Chicago market— $20,000 in radio, $18,000 in tv. The remaining $70,000 in broadcast allocations will be spent between now and Christmas, according to President Barton and Clifford Parcher, president of Parker's agency, Badger & Browning & Parcher, Boston. Effective today (Monday) through Dec. 22, Parker Bros, will place $24,000 worth of radio spots and $25,000 worth of tv spots in New York, using stations WNEW, WOR, WABC-AM-TV and WRCA-TV. New York's share of the campaign will see 165 tv spot announcements and 262 one-minute radio announcements. In Chi cago, B&B&P has allocated $6,000 to radio and in Los Angeles, $5,000. In addition, Parker Bros, has ordered 13 participations on NBC Radio and is considering some additional spot activity. The figures quoted do not account for whatever co-op advertising might be placed jointly by Parker and department stores throughout the country. "Careers" is geared at both young adults and children, so Parker will make, a bid for the early and very late evening audience. Other games in the Parker Bros, portfolio include "Clue," "Sorry," "Rooks," "Wide World" and "Ping Pong." Total 1957 advertising budget for all games came to $300,000. Book Firm, Slenderizing Salon Set $115,000 Cookbook Budget Slenderella International and G. P. Putnam's Sons, publisher, jointly have allocated $115,000 to promote a single book — with $95,000 allocated to radio and television. The promotion got underway Oct. 28 in 85 national markets on behalf of the Slenderella Cookbook, written by Myra Waldo for Slenderella and published last Friday. At the present time, Slenderella — through its agency, Management Assoc., Stamford, Conn. — also is using live spots on NBC TV's Queen for a Day on a 56-station lineup. The sum of $50,000 has been set aside for the period Oct. 28-Nov. 22, with the remaining $45,000 going toward Christmas promotion effective Nov. 25. Slenderella is spending $5,000 on print ads while Putnam's is purchasing $15,000 worth of nonbroadcast media. The book is part of the slenderizing chain's expanding licensing program [Advertisers & Agencies, June 4, 1956]. Florida Citrus Sets $935,200 For Tv in First 1958 Quarter The heaviest three-month advertising budget in the Florida Citrus Commission's history, $1,659,900, was approved by the Commission Wednesday for the JanuaryMarch quarter of 1958. Television gets the biggest share, $935,200, with $333,500 for daily newspapers, $197,700 for magazines and lesser amounts for other media. Benton & Bowles Inc. is the agency. The tv budget includes expenditures on the Garry Moore Show, Dave Garroway's Today, the panel show What's My Line, and the serial Edge of Night. The overall budget for the 1957-58 season, calling for a total outlay of $4 million, Page 48 • November 18, 1957 Broadcasting