Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS & AGENCIES continued and Arthur Godfrey's Talent Scouts on CBSTV. Toni and Lanvin Perfumes used various network radio shows for the summer only. A substantial spot tv advertiser during the year was Jewel Food Stores. GARDNER ADV., ST. LOUIS: Combined tvradio billing $10.4 million; $8.3 million in television ($5.3 million in network, $3 million in spot); $2.1 million in radio ($1 million in network, $1.1 million in spot); tv-radio share of overall billing: 48%. One account gained, none lost, is Gardner's record for 1957. From Benton & Bowles, Gardner gained Grove Labs' Bromo-Quinine, a heavy NBC Radio spot and NBC Radio Monitor client. Monsanto, last in tv for "all" detergents and starches (which was sold this past spring to Lever Bros. Co.), took a corporate plunge into network tv with a $2 million CBS-TV Conquest project to last two years. Pet Milk Co. co-sponsored Red Skelton's CBS-TV program, participated on that network's Edge of Night serial and was an advertiser on NBC Radio's Grand Ole Opry. Purina dog chow co-sponsored, with Miles Labs, ABC-TV's Broken Arrow, and Procter & Gamble's Duncan Hines Foods began testing tv late in the year on a limited spot basis. Anheuser-Busch's BuschBavarian beer again sponsored regional simulcasts of St. Louis Cardinals home games. NORMAN, CRAIG & KUMMEL: Combined tv-radio billing $10.3 million; $8 million in television ($6 million in network, $2 million in spot); $2.3 million in radio (all in spot); tv-radio share of overall billing: 30%. NC&K increased its billing $0.7 million over last year's tally. The agency acquired the Pabst Blue Ribbon account and suffered no losses in its client list. Action in 1957 included placement of Ronson Products in NBC-TV news shows; purchase of Price Is Right on NBC-TV for Spiedel; sponsorship of Restless Gun on NBC-TV for Warner-Lambert, and Maverick on ABC-TV for Willis Trucks. Warner-Lambert is represented also on Tic Tac Dough on NBCTV. DOHERTY, CLIFFORD, STEERS & SHENFIELD: Combined tv-radio billing $10 million; $9.1 million in television ($7.5 million in network, $1.6 million in spot); $0.9 million in radio (all in spot); tv-radio share of overall billing: 50%. A gain of $3.3 million in billing this year can be explained largely by increased use of network tv by Bristol-Myers, which shared sponsorship on a host of programs, including Mickey Mouse Club and Tombstone Territory on ABC-TV, NCAA Football Game of the Week on NBC-TV and Playhouse 90 and Alfred Hitchcock Presents on CBS-TV. Bristol-Myers also was a frequent user of participations in NBC-TV's Tonight. Pharmaco Inc. utilized daytime network tv with sponsorship of It Could Be You and Comedy Time on NBC-TV. Spot tv-radio clients were McCormick & Co. (spices), Fulham Bros, (frozen foods) and Borden Co. KUDNER AGENCY: Combined tv-radio billing $10 million; $7 million in television ($6.5 million in network, $0.5 million in spot); $3 million in radio ($0.3 million in network, $2.7 million in spot); tv-radio share of overall billing, 35%. Continued drop in tv-radio billing for Kudner in 1957, following a dip in 1956 from 1955, was attributed mainly to the loss of the Texaco account at the beginning of the year to Cunningham & Walsh and a reduction in activity for several General Motors accounts. Radio-conscious Texaco had been a sponsor of ABC (now ABN) Metropolitan Opera broadcasts, regional sports shows and news programs, but in 1957 Kudner's only billing in radio came from limited spot campaigns for several General Motors Products. Kudner's broadcast business was, overwhelmingly in network tv during the year, coming from the Frigidaire and Buick alternate week sponsorship of the Patrice Munsel Show on ABCTV, Buick's alternate week sponsorship of Wells Fargo on NBC-TV and General Motors' special two-hour program on NBC-TV Nov. 17. BRYAN HOUSTON: Combined tv-radio billing $9 million; $8.3 million in television ($6.3 million in network, $2 million in spot); $0.7 million in radio (all spot); tv-radio share of overall billing: 48%. Bryan Houston was off nearly $2 million in tv-radio billing this year compared to last, the decrease showing up in both tv and radio. Among its network sponsors: Nestle in Beat The Clock and Gale Storm Show on CBS-TV, Colgate-Palmolive in The Big Payoff on CBS-TV. EDWARD H, WEISS CO.: Combined tv-radio billing $8.3 million; $8 million in television ($7.2 million in network, $0.8 million in spot); $0.3 million in radio (all spot); tvradio share of total billing: 45%. Making its debut among the top 50, Weiss in 1957 experienced some shuffling in the Helene Curtis account structure, lost Lentheric (which it gained last year from Grant) to Gordon Best, but gained Stopette from Earle Ludgin & Co. Curtis enlarged its network buys, adding to CBS-TV's What's My Line? the Gale Storm Show and alternate sponsorship of Dick and the Duchess (with Mogen David and Key wines). Key wine also participated in CBS-TV's Beat the Clock. Purex Ltd. (including the newlybought-out Manhattan or Sweetheart Soap Co.) picked up part of CBS-TV's Perry Mason series with Libby-Owens Ford. Spot users included Corina Cigars, College Inn foods, Curtis' Enden shampoo, Perk dog food and the H. W. Gossard Co. (foundations) which went into spot this month after dropping out of NBC-TV's Queen for a Day. Weiss lost the $1.3 million Sealy Mattress account. Weiss added Carling Brewing Co. from the former Erwin, Wasey, Chicago, and has placed Carling in sports shows. FULLER & SMITH & ROSS: Combined tvradio billing $8.2 million; $7 million in television ($6.5 million in network, $0.5 million in spot); $1.2 million in radio ($1 million in network, $0.2 million in spot); tv radio share of overall billing: 24%. F&S&R billing in tv and radio totaled $8.2 million for 1957. The agency placed Libby-Owens-Ford Glass Co. in network television — Perry Mason on CBS-TV and football games on NBC-TV — for the first time this year. Alcoa sponsored Alcoa Theatre on NBC-TV. New accounts gained during the year: Pan American and Sterling Silver, both spot advertisers. EMIL MOGUL CO.: Combined tv-radio billing $8 million; $5.9 million in television ($3.2 million in network, $2.7 million in spot); $2.1 million in radio (all spot); tvradio share of overall billing: 75%. Mogul made no drastic strides forward in billing increase, but continued to fatten on accounts already in the shop. Although the biggest setback was the mid-summer loss of Monarch Wine Co. (Manischewitz) to Lawrence C. Gumbinner, it continued to prosper on Revlon. With approximately $3 million worth of Revlon, Mogul introduced Top Brass (men's line) on the West Coast and gained Aqua-marine as a new Revlon product; it also shared on commercial commissions on both CBS-TV "Ques THE new emanation point for ARB's reports is this Beltsville, Md., research center and headquarters. The two-story building represents, according to the American Research Bureau, the country's first building planned expressly for television research. Statistical work for ARB reports in some 140 markets now is coordinated here, following last week's move from ARB's Washington and College Park, Md., locations, announced by James Seiler, director. The organization also maintains offices in New York, Chicago and Los Angeles. Page 42 • November 25, 1957 Broadcasting