Broadcasting Telecasting (Oct-Dec 1957)

Record Details:

Title:
Broadcasting Telecasting
Date:
Oct-Dec 1957
Publisher:
Washington, D.C. : Broadcasting Publications Inc.
Volume:
Broadcasting Telecasting
Leaf #:
0001207
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:
June 13, 2024
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ADVERTISERS & AGENCIES continued TV NETWORK BUYS AND BUYERS National toiletries advertisers in September overtook and passed food advertisers in placing more billing in network tv for the first nine months of 1957. In September, according to a compilation based on Publishers Information Bureau data, the toiletries advertisers for the founh straight month were tops in billings of any product group buying network television. The trend of toiletries to higher billings in network tv was marked in Broadcasting's continuing study of buying statistics a few months ago. Though for four straight months this product group was No. 1, its cumulative total in the year had not equalled that of foods products, for some time the No. 1 product category in network tv. Toiletries' margin ahead of foods for the nine months now comes to nearly $1 million. Network tv's top 10 advertisers got off smartly in the 1957-58 season. In September, each advertiser in the list spent $1 million or more. The leader with more than $3.7 million was Procter & Gamble, just slightly ahead of P&G's total in September 1956. Ford Motors is continuing its climb in the top 10. In September, the automaker moved up a notch, from No. 9 in August to No. 8. (It was not in the list a year ago.) Another automobile manufacturer, Chrysler Corp. retained its hold on the No. 2 ranking, compared to sixth place on the list a year ago. In September 1956, General Motors, now out of the top 10, was top auto spender in the medium. Of interest in the toiletries category: TOP TEN ON TV NETWORKS SEPTEMBER 1957 1. PROCTER & GAMBLE $3,745,742 2. CHRYSLER 1,642,911 3. COLGATE-PALMOLIVE 1,593,370 4. LEVER BROS, 1,511,636 5. AMERICAN HOME PRODS. 1, 474,233 6. GILLETTE 1,367,991 7. GENERAL FOODS 1,284,191 8. FORD 1,271,632 9. R. J. REYNOLDS 1,220,869 10. BRISTOL-MYERS 1 ,094,864 Gillette, with more than $1.3 million for toiletries alone, has replaced Colgate-Palmolive, which led the product group with about $1.1 million in September 1956. GROSS TV NETWORK TIME SALES BY PRODUCT GROUPS DURING SEPTEMBER '57 LEADING ADVERTISERS IN RESPECTIVE AND JANUARY-SEPTEMBER 19S7 AS COMPARED TO 19S6 GROUPS DURING SEPTEMBER 1957 Sept. '57 Jan. -Sept. '57 Sept. '56 Jan. -Sept. '56 AGRICULTURE & FARMING $ $ $ 44,947 $ 494,292 APPAREL, FOOTWEAR & ACCESS. 294,546 2,533,939 511,661 2,485,714 CHEMSTRAND $ 112,656 AUTOMOTIVE, EQUIP. & ACCESS. 4,659,964 36,948,874 3,450,101 42,839,237 CHRYSLER 5,642,911 BEER, WINE & LIQUOR 608,347 5,983,349 721,221 5,438,357 SCHLITZ 249,696 BLDG. MATERIALS, EQUIP. & FIXTURES 136,532 3,281,252 290,619 2,466,401 SHERWIN WILLIAMS 70,940 CONFECTIONERY & SOFT DRINKS 380,333 4,510,439 569,299 6,554,273 SWEETS CO. OF AMERICA 122,548 CONSUMER SERVICES 352,673 3,344,573 301,455 1,833,535 AT&T 226,331 DRUGS & REMEDIES 3,523,596 32,667,470 3,288,934 27,756,536 AMERICAN HOME PRODS. 1,378,762 ENTERTAINMENT & AMUSEMENTS 7,572 111,427 35,019 71,982 HOWARD JOHNSON 7,572 FOOD & FOOD PRODUCTS 7,481,524 71,780,676 7,468,811 64,813,822 GENERAL FOODS 1,284,191 FREIGHT, INDUS. & AGRIC. DEVEL. 10,304 GASOLINE, LUBRICANTS & OTHER FUELS 193,324 1,741,680 250,878 3,038,034 TEXAS CO. 115,545 HORTICULTURE 102,223 211,185 HOUSEHOLD EQUIPMENT & SUPPLIES 1,718,714 14,343,007 2,315,127 25,968,271 WESTTNGHOUSE . 480,000 HOUSEHOLD FURNISHINGS 162,984 2,122,035 250,909 2,301,705 ARMSTRONG CORK 110,814 INDUSTRIAL MATERIALS 1,089,157 9,230,717 1,078,550 7,586,289 U. S. STEEL 204,715 INSURANCE 614,676 4.852,464 467,098 3,319,774 PRUDENTIAL 337,425 JEWELRY, OPTICAL GOODS & CAMERAS 306,811 4,590,870 538,745 4,250,137 EASTMAN KODAK 177,849 OFFICE EQUIPMENT, STATIONERY & WRITING SUPPLIES 218,172 2,206,901 304,667 3,063,827 MINN. MINING & MFG. 94,638 POLITICAL 428,050 436,485 PUBLISHING & MEDIA 105,270 1,691,636 230,864 1,255,170 TIME INC. 105,270 RADIOS, TV SETS, PHONOGRAPHS, MUSICAL INSTRUMENTS & ACCESS. 343,190 2,383,495 747,267 9,314,493 ZENITH 138,151 SMOKING MATERIALS 4,064,892 34,514,564 3,517,161 30,188,487 R. J. REYNOLDS 1,220,869 SOAP, CLEANSERS & POLISHES 5,938,750 51,120,193 5,248,891 44,879,730 PROCTER & GAMBLE 3,394,670 SPORTING GOODS & TOYS 65,137 528,735 48,203 441,501 AMER. MACHINE & FDRY. 32,745 TOILETRIES & TOILET GOODS 8,145,830 72,743,898 6,732,340 60,418,834 GILLETTE 1,348,425 TRAVEL & RESORTS 107,570 1,234,791 45,558 429,108 GREYHOUND 107,570 MISCELLANEOUS 290,517 4,497,095 221,034 2,104,645 QUAKER OATS 130,744 TOTALS 40,810,081 369,076,607 39,107,409 353,961,824 Source: Publishers Information Bureau Broadcasting December 9, 1957 • Page 39