Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS & AGENCIES continued FAT CHANCE Blue skies, not blue sky — that's what advertisers are offered by the Sunshine Network, which promises there will be no bill for advertising on any day the sun fails to shine on the network. Since Sunshine affiliates are KDOT Reno and KRBO Las Vegas, both Nevada, and KDES Palm Springs and KSLR Oceanside, both California, climate-conscious timebuyers will realize the network is taking no great risk with its no-sun-no-bill offer. But by the time they figure this out, Ted Rogers, Sunshine representative, has a chance to present more pertinent if less dazzling data about the Sunshine stations and markets. active in participations on NBC Radio's Monitor and American Dairy Assn. on various NBC participating shows. Prominent spot tv-radio advertisers included Hamm Brewing, Gold Seal, Malt-O-Meal Co. (cereals), Ballard Flour Co., Kroger Grocery, John Morrell Co. (Red Heart dog food), Top Value Stamps (trading stamps), McCormick spices, Armstrong Rubber Co. and Chicopee Mills. MAXON: Combined tv-radio billing $16.8 million; $15.8 million in television ($13.8 million in network, $2 million in spot); $1 million in radio ($0.7 million in network, $0.3 million in spot); tv-radio share of overall billing: 60%. Maxon picked up in tv billings — about $2.8 million, representing the first combined broadcast billing increase at the agency in more than two years. Active broadcast clients at Maxon include Gillette in both tv-radio sports events (Cavalcade of Sports on NBC-TV and NBC Radio, etc.); General Electric Co. with Cheyenne on ABC-TV; Heinz 57 foods (Captain Gallant on NBCTV and Studio 57 tv film series in regional markets), and Pittsburgh Paint (Garry Moore Show on CBS-TV) . Pittsburgh Paint is new to network tv. New accounts are Charles E. Hires, beginning activity this year in spot tv, and Climaline Co., active in tv-radio spot; Safeway Stores' Eastern Div. and La Choy Foods Products have not as yet used broadcast media to any extent. GRANT ADV.: Combined tv-radio billing $16 million; $13 million in tv ($10 million in network, $3 million in spot); $3 million in radio ($0.2 million in network, $2.8 million in spot); tv-radio share of overall billing: 22%. Grant broadcast business was up $2 million over 1956, attributed largely to a bigger lineup of stations for the Chrysler Corp. sponsorship of the Lawrence Welk Show and Top Tunes and New Talent, both on ABC-TV, and an accompanying accentuated spot tv-radio drive for the Dodge Motors and Plymouth Divisions, which are advertised on the network shows. Plymouth also sponsors A Date With the Angels which replaced the Ray Anthony Show this fall on ABC-TV. In late November, Grant placed Page 40 • November 25, 1957 Tilford Toiletries on NBC-TV's Queen for a Day for participations on alternate weeks. Active spot advertisers were Dodge, Plymouth and the Florists' Telegraph Delivery Assn. GREY ADV.: Combined tv-radio billing $15.4 million; $14.4 million in television ($7 million in network, $7.4 million in spot); $1 million in radio ($0.2 million in network, $0.8 million in spot); tv-radio share of overall billing: 30%. Grey this year bettered by $4.4 million its 1956 broadcast billing. New business at the agency this year included Chunky Chocolates, Procter & Gamble's Pin It, Block Drug's Denturcream, Mennen Electric Preshave, Greyhound Corp., and Ronson shaver and appliances. The agency lost no accounts during the year. Highlights of Grey's broadcast action in 1957: Steve Allen Show on NBC-TV for Greyhound; West Point on ABC-TV and Shirley Temple on NTA Network, both for Van Heusen shirts; Masquerade Party on NBC-TV and Broken Arrow on ABC-TV for Five Day Deodorant; Meet McGraw and People's Choice on NBC-TV for Procter & Gamble, and specials on NBC-TV for Exquisite Form Brassieres. PARKSON ADV.: Combined tv-radio billing $15 million; $14.5 million in television ($13.5 million in network, $1 million in spot); $0.5 million in radio (all spot); tvradio share of overall billing: 95%. Parkson Adv., formed last August as an outgrowth of Edward Kletter Assoc., places its billing primarily in network tv. In October, Parkson added J. B. Williams to its Pharmaceuticals Inc. account. Both are associated with Twenty One and What's It For? on NBC-TV and To Tell the Truth on CBS-TV. Spot tv activity is chiefly on behalf of Williams' Kreml, Conti and Skol, while spot radio is used for a number of products. ERWIN WASEY, RUTHRAUFF & RYAN: Combined tv-radio billing $15 million; $10 million in television ($3 million in network, $7 million in spot); $5 million in radio ($1 million in network, $4 million in spot); tvradio share of overall billing: 20%. The merger of Erwin Wasey and Ruthrauff & Ryan took place in 1957 with broadcast billing this year of $15 million, the same total R & R alone achieved last year. Gains for EWR&R in 1957 include American Cyanamid, Cellulose Products, Safeway Stores, S. Brand, KLM Airlines and Roots Motors. Lost in 1957: American Home Products, Carling Brewery, Hamilton Beach Appliances and Penn Salt Co. Broadcast activity over the year: Burns & Allen for Carnation on NBC-TV, and Bon Ami spot and regional buys. D'ARCY ADV.: Combined tv-radio billing $14 million; $8.5 million in television ($5.5 million in network, $3 million in spot); $5.5 million in radio (all spot); tv-radio share of overall billing 28%. D'Arcy's billing remained the same as in 1956 despite a $2.5 million cut in television, which was offset by an addition of $2.5 million in radio. The agency stepped up its spot radio activity for such clients as Gerber's Foods, Anheuser-Busch Brewing Co. (Budweiser Beer), Standard Oil Co. of Indiana and General Tire & Rubber Co., which also were active in spot tv. The bulk of the agency's business in network tv was for Gerber's, which used such CBS-TV daytime programs as Captain Kangaroo and Garry Moore and the early-evening Beat the Clock, also on CBS-TV. PattersonSargent (paints) used participations in Today on NBC-TV. NEEDHAM, LOUIS & BRORBY: Combined tv-radio billing $14 million; $11.8 million in television ($8.8 million in network, $3 million in spot); $2.2 million in radio ($0.2 million in network, $2 million in spot); tv-radio share of overall billing: 43 % . NL&B's gain was $2 million. Its network shows include S. C. Johnson & Son on Steve Allen (NBC-TV); State Farm Insurance on Red Barber's Corner (NBC-TV) and Quaker Oats on Jane Wyman Show (NBCTV). GEOFFREY WADE ADV.: Combined tvradio billing $12.8 million; $11.8 million in television ($6.8 million in network, $5 million in spot); $1 million in radio ($0.5 million in network, $0.5 million in spot); tvradio share of overall billing: 85%. Wade's combined tv-radio billing for the first time in the last four years showed a higher level, the billing increasing $1.8 million above last year's plateau. But the agency continued the shift from radio to television (from $2 million last year in radio to $1 million this year). In network tv, Miles Labs has been active in Wednesday Night Fights and Broken Arrow on ABC-TV and in daytime shows on NBC-TV. Also in the daytime programs (five in all) is AlbertoCulver Co. TATHAM-LAIRD: Combined tv-radio billing $11.2 million; $11 million in television ($10 million in network, $1 million in spot); $0.2 million in radio (all spot); tv-radio share of overall billing: 48%. Broadcast billings at the agency dipped $2.6 million from 1956, resulting largely from a decrease in spot spending. Network clients, who bought shared sponsorship or participations on a host of tv programs, included the Toni Co., Armour & Co., Wander Co. (Ovaltine), General Mills, Campbell Soup and Procter & Gamble. Spot advertisers were Campbell Soup, General Mills, Parker Pen, Wander Co., Toni and Procter & Gamble. NORTH ADV.: Combined tv-radio billing $11 million; $10.5 million in television ($8.4 million in network, $2.1 million in spot); $0.5 million in radio (all network)^ tv-radio share of overall billing: 88%. North Adv. completed its second year of operation with a broadcast total of $ 1 1 million, exceeding its 1956 total by $2 million. Its billing reflects largely the Toni (Div. of Gillette Co.) account, which sponsored on alternate weeks You Bet Your Life and People Are Funny on NBC-TV Broadcasting