Broadcasting Telecasting (Oct-Dec 1957)

Page scan 000964 from Broadcasting Telecasting

Record Details:

Title:
Broadcasting Telecasting
Date:
Oct-Dec 1957
Publisher:
Washington, D.C. : Broadcasting Publications Inc.
Volume:
Broadcasting Telecasting
Leaf #:
000964
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:
August 08, 2024
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ADVERTISERS & AGENCIES continued mmmmmmmmMmmmmMmmmmMm^ TOP 50 AGENCIES. trie (Cheyenne, ABC-TV), General Foods (Disneyland, ABC-TV); Procter & Gamble (The Lineup, CBS-TV), Kaiser (Maverick, ABC-TV), Borden and American Home Products (People's Choice, NBC-TV), Time Inc. (Person to Person, CBS-TV), Johnson & Johnson (Robin Hood, CBS-TV); Royal McBee (Sally, NBC-TV), Lipton (Talent Scouts, CBS-TV). Among top spot clients at agency: General Foods, Borden Co., General Electric, Johnson & Johnson, Procter & Gamble. J. WALTER THOMPSON CO.: Combined tv-radio billing $92 million; $80 in television ($65 million in network, $15 million in spot); $12 million in radio ($4 million in network, $8 million in spot); tv-radio share of overall billing: 37%. JWT's impressive roster of network tv sponsorships and a plus-$4-million contract by Ford Div. on CBS Radio highlighted an upward climb in broadcast billing (up $22 million)— the agency moving from fourth to third in ranking. The bigger blue chips in network tv that JWT handles: Pharmacraft (Steve Allen Show on NBC-TV), Lever Bros. (Eve Arden Show on CBS-TV and Rosemary Clooney Show on NBC-TV), Scott Paper (Father Knows Best and Giselle Mackenzie Show, both NBC-TV), Ford (Tennessee Ernie Ford and Suspicion on NBC-TV and Zane Grey Theatre on CBS-TV), Kraft Foods (Kraft Television Theatre on NBCTV), Eastman Kodak (Ozzie & Harriet on ABC-TV and Ed Sullivan Show on CBSTV), Sylvania (The Real McCoys on ABCTV), Schlitz (Schlitz Playhouse on CBSTV) and Seven Up (Zorro on ABC-TV). Among the new accounts gained by JWT during the year were two airlines, Northeast Airlines and Continental Airlines, and Sealy Mattress. BBDO: Combined tv-radio billing $85 million; $71 million in television ($46 million in network, $25 million in spot); $14 million in radio ($12 million in network, $2 million in spot); tv-radio share of overall billing: 40%. Symptomatic of the competitive pace in television, BBDO, with a respectable increase of $5 million in billing over 1956, find itself back two lengths in the current rankings, finishing fourth. Chief defection in 1957 was the Revlon account which transferred its business to Warwick & Legler and its other agencies (Mogul, LaRoche and Dowd, Redfield & Johnstone). Gains for the agency included Air France from Buchanan and part of the W. A. Sheaffer pen account. BBDO tied for third place in the combined tv-radio spot billing. Accounting for part of the huge 24 26 27 28 29 30 31 33. 34 35 36 37 MC CANN-ERICKSON YOUNG & RUBICAM J. WALTER THOMPSON TED BATES BENTON & BOWLES LEO BURNETT DANCER-FITZGERALD -SAMPLE C0MPTON ADV. FOOTE, CONE & BELDING WILLIAM ESTY KENYON & ECKHARDT N. W. AYER SULLIVAN, STAUFFER, COLWELL & BAYLES CAMPBELL-EWALD LENNEN & NEWELL CUNNINGHAM & WALSH X CAMPBELLMIT HUN MAXON INC. GRANT ADV. GREY ADV. PARKSON ERWIN WASEY, RUTHRAUFF & RYAN D'ARCY : NEEDHAM, LOUIS & BRORBY GEOFFREY WADE TAT HAM -LAIRD NORTH ADV. GARDNER ADV. NORMAN, CRAIG & KUMMEL DOHERTY, CLIFFORD, STEERS & SHENFIELD KUDNER BRYAN HOUSTON EDWARD H. WEISS CO. FULLER & SMITH & ROSS EMIL MOGUL DONAHUE & COE MAC MANUS, JOHN & ADAMS KEYES, MADDEN & JONES GORDON BEST GUILD, BASCOM & BONFIGLI COHEN & ALESHIRE DOYLE DANE BERNBACH OGILVY, BENSON & MATHER WARWICK & LEGLER D. P. BROTHER EARLE LUDGIN GEYER INC. FITZGERALD RAYMOND SPECTOR TEXT CONTINUES ON PAGE 32 Page 28 • November 25, 1957 Broadcasting