Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS & AGENCIES continued TEXT CONTINUES FROM PAGE 28 spot billing were activities on behalf of American Tobacco's Hit Parade cigarettes, Campbell's new soups, Bristol-Myers' Ban, Lever Bros, and General Mills, among others. BBDO's roster of network activities include Armstrong Circle Theatre on CBS-TV for Armstrong Cork; Jack Benny Show and Bachelor Father on CBS-TV for American Tobacco; Colt 45 on ABC-TV for Campbell Soups; Burns and Allen CBS-TV for General Mills; G. E. Theatre on CBS-TV for General Electric; Life of Riley on NBC-TV for Lever Bros.; Playhouse 90 on CBS-TV for B-M; Robin Hood on CBS-TV for Wildroot Co.; Trackdown on CBS-TV for American Tobacco and, for the same advertiser, Your Hit Parade on NBC-TV; You Bet Your Life on NBC-TV for DeSoto. TED BATES & CO.: Combined tv-radio billing $76.5 million; $69.5 million in tv ($33 million in network, $36.5 million in spot); $7 million in radio (all spot); tv-radio share of overall billing: 75%. Ranking first in spot for the third year in succession, Ted Bates chalked up an overall tv-radio increase of $21.5 million over its last year's billing. Spot spending by the agency in 1957 came to $42 million, with the entire radio outlay of $7 million going to local stations. Product acquisitions by Bates in 1957 include Colgate's Fab and Rapid Shave Cream from William Esty, and Uncle Ben's Rice from Leo Burnett. Top spending client at the agency — and leading spot sponsor in the nation — remains Brown & Williamson. B&W network efforts include sponsorship of Lineup on CBS-TV and News on the Hour on NBC Radio. Other network broadcast activities include Have Gun, Will Travel for Lever Bros., Millionaire for Colgate-Palmolive and Name That Tune for American Home Products, all on CBS-TV; Jim Bowie and Sugarfoot, both on ABC-TV, for American Chicle, and Thin Man on NBC-TV for C-P. BENTON & BOWLES: Combined tv-radio billing $54.5 million; $51.5 million in tv ($36 million in network, $15.5 million in spot); $3 million in radio ($1 million in network, $2 million in spot); tv-radio share of overall billing: 58%. Benton & Bowles' combined billing rose $0.7 million over its 1956 total. Figuring importantly in the agency's strong stance was the acquisition from Procter & Gamble of several new products: Zest, Winterset and Summerset. In addition B & B acquired Schick from Warwick & Legler while losing French Government Tourist to Grey and Studebaker account to Burke Dowling Adams. The agency currently places the following programs: December Bride, Danny Thomas Show and Zane Grey Theatre, all on CBS-TV, for General Foods, and Meet McGraw and the Loretta Young Show on NBC-TV for Procter & Gamble. LEO BURNETT CO.: Combined tv-radio billing $49 million; $43 million in television ($34 million in network, $9 million in spot); $6 million in radio ($1 million in network, $5 million in spot); tv-radio share of overall billing: 61%. Burnett, up $6 million over last year in combined broadcast billing, shifted a considerable number of radio-using accounts into television. This summer, Burnett lost $8 million worth of Pabst Brewing Co. billing— $7 million Blue Ribbon, Old Tankard Ale, Andeker Draught Supreme; $1 million Eastside Brewing Co. subsidiary — to Norman, Craig & Kummel and Young & Rubicam. But Tea Council allocated its entire $2 million ad budget to tv spot (as against a sizeable print campaign supplemented by tv last year); All-State Insurance Co. redistributed print money to participations in CBS-TV's Playhouse 90, which made up to some degree the loss of network commissions formerly accrued through Pabst and ABC's Wednesday night fights and NBC-TV's Mystery Theatre this summer; Kellogg Co. dropped Arthur Godfrey simulcasts and CBS-TV's Lassie and picked up an ABC-TV across-the-board children's strip of adventure reruns and continued in CBSTV's House Party and Name That Tune, also buying into The Big Record. Bauer & Black used CBS Radio's "Impact" plan on Gunsmoke, Amos 'N' Andy, and ABN's Breakfast Club; Procter & Gamble picked up alternate weeks of CBS-TV's Phil Silvers Show, some CBS-TV daytime serials, NBCTV's Matinee, The Web, and renewed Loretta Young; Pure Oil Co. and Philip Morris Co. (Marlboro) expanded tv sports coverage (Marlboro continuing on Playhouse 90); Pillsbury also went in for CBSTV daytime serials as well as The Big Record and bought into ABC-TV's Mickey Mouse; Campbell Soup Co. stayed on CBSTV and so did Hoover Co. Most of the foregoing advertisers used radio-tv spot, as did Pfizer Co. in farm radio. DANCER-FITZGERALD-SAMPLE: Combined tv-radio billing $47 million; $39.5 million in television ($29.5 million in network, $10 million in spot); $7.5 million in radio ($3.5 million in network, $4 million in spot); tv-radio share of overall billing: 55%. The pickup in billing of $9.5 million at D-F-S is traced to greater activity of existing accounts. With its radio billing strong, D-F-S increased in tv as well. Among the leading tv network accounts are General Mills, for which D-F-S places business in five network tv shows (Wyatt Earp, The Lone Ranger, Disneyland, Mickey Mouse Club and American Bandstand, all on ABCTV; American Chicle (Sugarfoot and Jim Bowie on ABC-TV); Liggett & Myers Tobacco Co.'s L & M cigarettes (Gunsmoke on CBS-TV, Dragnet and George Gobel on NBC-TV); Nestle Co.'s association with Garry Moore Show on CBS-TV; Peter Paul on CBS-TV Arthur Godfrey; Sterling Drug with a daytime show, and others. cop>:n| The Next 10 Days Of Network Color Shows (All Times EST) CBS-TV Nov. 26 (9:30-10 p.m.) Red Skelton Show, S. C. Johnson & Son through Foote, Cone & Belding and Pet Milk through Gardner Adv. NBC-TV Nov. 25-29, Dec. 2-4 (1:30-2:30 p.m.) Howard Miller Show, participating sponsors (on Thanksgiving Day will be seen 1:30-2:15 p.m. and colorcast only on certain stations). Nov. 25, Dec. 2 (7:30-8 p.m.) The Price Is Right, RCA Victor through Kenyon & Eckhardt and Spiedel through Norman, Craig & Kummel. Nov. 26, 27, 29, Dec. 2-4 (3-4 p.m.) Matinee Theatre, participating sponsors. Nov. 26 (7:30-9 p.m.) The Pied Piper of Hamelin, Liggett & Myers through McCann-Erickson. Nov. 27 (8:30-10:30 p.m.) Annie Get Your Gun, Pontiac through MacManus, John & Adams and PepsiCola through Kenyon & Eckhardt. Nov. 28 (7:30-8 p.m.) Tic Tac Dough; RCA Victor through Kenyon & Eck hardt and Warner-Lambert through Lennen & Newell. Nov. 28 (10-10:30 p.m.) Lux Show starring Rosemary Clooney, Lever Bros, through J. Walter Thompson Co. Nov. 30 (12-1 p.m.) Parade of Cadets and Midshipmen, sustaining. Nov. 30 (1-1:15 p.m.) College Bands (film fill), sustaining. Nov. 30 (1:15 p.m. to completion) Army-Navy game, participating sponsors. Nov. 30 (8-9 p.m.) Perry Como Show, participating sponsors. Nov. 30 (10:30-1 1 p.m.) Your Hit Parade, Toni through North and American Tobacco through BBDO. Dec. 1 (6:30-7 p.m.) My Friend Flicka, sustaining. Dec. 1 (8-9 p.m.) Steve Allen Show, participating sponsors. Dec. 1 (9-10 p.m.) Dinah Shore Chevy Show, Chevrolet through Campbell Ewald. Dec. 3 (8-9 p.m.) Gobel-Fisher Show, RCA Whirlpool through Kenyon & Eckhardt and Liggett & Myers through McCann-Erickson. Dec. 4 (9-10 p.m.) Kraft Television Theatre, Kraft Foods Co. through J. Walter Thompson Co. Page 32 • November 25, 1957 Broadcasting